Beruflich Dokumente
Kultur Dokumente
Welcome to
Service Management
Professor Drew Rosen
Learning Objectives
Service Definitions
A Service is a Time-perishable, Intangible
Experience Performed for a Customer
Acting in the Role of a Coproducer.
James Fitzsimmons
Services are deeds, processes, and
performances.
Valarie Zeithaml & Mary Jo Bitner
Stages of Economic
Development
Features
Unit of
social life
Extended
household
Standard
of living
measure
Subsistence
Machine Individual
tending
Quantity
of goods
PostAmong
industrial Persons
Society Game
PreAgainst
Industrial Nature
PreUse of
dominant
human
activity
labor
Agriculture Raw
Mining
muscle
power
Services
Structure
Technology
Routine
Simple hand
Traditional tools
Authoritative
Bureaucratic Machines
Hierarchical
Growth In Employment
Global Private Sector Services, 1980-2015
Services as % of GDP
Services Defined
Service Industry
Customer Service
Field Service
Product
Price
Service
Sales Effort
TOTAL
36
23
23
18
100
38
24
20
18
100
38
26
18
18
100
36
27
15
22
10
0
48
14
22
16
100
29
26
24
21
100
38
25
22
15
100
30
22
27
21
100
31
23
23
23
100
Industrial Goods
Merchandising
Consumer Goods
Merchandising
All Merchandising
All Other
Manufacturing
Paper Mfg.
Electronics Mfg.
Food Mfg.
Chemicals &
Plastics Mfg.
All Manufacturing
Relative Importance
of Marketing Variables
All
Industries
Relative Importance of
Service Activities
28
17
39
16
100
Product
Design
Service
Design
Product
Deliver
y
Service
Delivery
Suppliers
Tier 1
Distributors
Manufacturing
Inbound Logistics
Operations
Outbound Logistics
Information
Retailers
C
U
S
T
O
M
E
R
S
Service Industries
Communications, Transportation,
Utilities, Health Care, Banking, etc.
R&D
Manufacturin
g
Services Inside the
Company--Design,
Legal, Accounting
Advertising, etc.
Distribution
Services
Wholesaling
Retailing
Repairing
Service
Intermediary
Product
Design
Commercial
Services User
(Self-Service)
Consumer
(Self-Service)
Market
Share
Market Share
Due to
Captive Markets
Market Share
Due to
Product Features
Time
Loyalty (Retention)
apostle
zone of affection
100%
80%
zone of indifference
60
%
40%
zone of defection
20%
terrorist
Satisfaction
Agrarian
Industrial
Service
Experience
Function
Extract
Make
Deliver
Stage
Nature
Fungible
Tangible
Intangible
Memorable
Attribute
Natural
Method of
supply
Stored in
bulk
Inventoried
Seller
Trader
Manufacturer Provider
Stager
Buyer
Market
User
Guest
Delivered
on demand
Client
Revealed
over time
Active
Immersion Esthetic
(Tourist)
Escapist
(Skydiving)
Discussion Topics
Is it possible for an economy to be based
entirely on services?
Speculate on the effect that the Internet will
have on the delivery of services.
What is the value of self-service in an
economy? What are the implications?
Comment on the role that marketing plays
in the service innovation process.
Illustrate how the type of work he or she
does influences a persons lifestyle.