Service Design and Service Delivery PDF

PRESENTED BY-
▪ ABHISHEK N
▪ ANUSHYA M
▪ PRAJWAL GOWDA M K
▪ SUMAN R
▪ MONIKA BHOSLE
▪ POOJA K
▪ PREETHI C K
INTRODUCTION
WHAT IS SERVICE?
Kotler’s definition of service-”A service is an activity or a benefit that one party can
offer to another that is essentially intangible and does not result is the ownership of
anything. Its production may or may not be tied to a physical product.”
SERVICE PROCESS
It is the sixth element of service marketing mix. The service process refers to how a
service is provided to a customer Processes involve the procedures, tasks, schedules,
mechanisms, activities and routines by which a service is delivered to a customer.
Factors in designing service process delivery
Designing a service delivery system is a creative process. It begins

with a service concept and strategy to provide a service with features to
differentiate with the competition.
❑ SERVICE ITSELF
❑ CUSTOMER PARTICIPATION
❑ CUSTOMER CONTACT
❑ COMPLEXITY OF SERVICE
Service Encounters and Moments of Truth
Service Encounter
A service encounter is any direct interaction between a service provider
and customer and may take varying forms. It is a period of time during
which customer interacts directly with a service.
Moments of Truth
Definition-
“A moment of truth is a contract between the company and a consumer
during which the consumer decides if the company really is company
oriented”
Why is that Important?
Types of Encounters It is an opportunity to
➢ Build Trust
➢ Remote encounters
➢ Reinforce Quality
➢ Phone encounters
➢ Build Brand Identity
➢ Face to Face encounters ➢ Increase Loyalty

Employees’ role in Service Delivery
➢ Service Culture
➢ Critical Role of service employees
➢ Boundary Spanning roles
➢ Strategies for developing service quality

Service Culture
The behavior of employees in an organization will be influenced by
culture of that organization. This shapes the individual and group
behavior.
Critical role of service employees

➢ They are the service.
➢ They are the organization in the customer’s eyes.
➢ They are the brand.
➢ They are the marketers.

Boundary Spanning Roles
➢ They are Boundary spanners.
➢ Creating link.
➢ Extraordinary levels of emotional labor and ability.
➢ Entrepreneur and Interpreter.

Strategies for developing service quality
➢ Hire the right people
➢ Develop people to deliver service quality
➢ Retain the best people
➢ Provide needed support systems

Service Employee
A person engaged in performing a service contract other than any
person employed in a bona fide executive, administrative or
professional capacity.
Criteria of service employee

➢ Credibility
➢ Respect
➢ Fellowship
➢ Equality
➢ Work commitment
➢ Personal performance
Importance of Service Employee
▪ Empathy ▪ Ability to respond quickly

▪ Communication Skills ▪ Time Management skills
▪ Product Knowledge ▪ Positive attitude
▪ Problem Solving Skills
▪ Patience
▪ Listening Skills
▪ Confidence
Emotional Approach of Service Employee
Emotional labor can be defined as service employee’s efforts to

demonstrate and express desired emotions at work by managing
feelings moreover emotional services are all part of the service itself.
➢ Emotional service expectation and confirmation
➢ Emotional service expectation towards perceived quality and
customer satisfaction
➢ Two Emotional Strategies: Deep and Surface Acting
➢ The moderating role of Employee Deep/Surface Acting
➢ Measures
Role of Service Provider
WHAT DOES SERVICE PROVIDER MEAN?
A service provider is a vendor that provides IT solutions and services

to end users and organizations. This broad term incorporates all IT
businesses that provide products and solutions through services that are
on-demand, pay per use or a hybrid delivery model.
What are the roles?
▪ Provide solutions and services

▪ Work with Client
▪ Offer recommendations and Options
▪ Complete tasks
▪ Make suggestions on opportunities
▪ Provide Service
Intermediaries involved in Service Process and
Delivery
INTERMEDIARIES -Who are Role of Intermediaries
they? ▪ Co produce the service
❑ Agents and Brokers- ▪ Provide after sales support
(Ex: Travel Agents, Insurance ▪ Deliver services according to
Agents) specifications of the principles
❑ Franchising ▪ Bring customers and principal
(Ex: Mc Donald’s) together.
❑ Electronic Channels
(Ex: ATM’s)
TEAM 8:
1ST SEMESTER, MBA

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PRESENTED BY-

Designing a service delivery system is a creative process. It begins

Types of Encounters It is an opportunity to

➢ Face to Face encounters ➢ Increase Loyalty

➢ Critical Role of service employees

➢ Boundary Spanning roles

➢ Strategies for developing service quality

Critical role of service employees

➢ They are the organization in the customer’s eyes.

➢ They are the brand.

➢ They are the marketers.

➢ They are Boundary spanners.

➢ Extraordinary levels of emotional labor and ability.

➢ Entrepreneur and Interpreter.

➢ Hire the right people

➢ Develop people to deliver service quality

➢ Retain the best people

➢ Provide needed support systems

Criteria of service employee

▪ Empathy ▪ Ability to respond quickly

Emotional labor can be defined as service employee’s efforts to

WHAT DOES SERVICE PROVIDER MEAN?

A service provider is a vendor that provides IT solutions and services

▪ Provide solutions and services

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