Process Selection, Nature and Classification of Services

PROCESS SELECTION,NATURE AND
CLASSIFICATION OF SERVICES
GROUP 7
Ranjith M(1527525)
Athira Kumar(1527535)
Dhanya Michael(1527537)
Divya S(1527538)
INTRODUCTION
A type ofeconomicactivitythat is intangible, is not stored and does

notresultinownership
Consumed at the point of sale
In services we also consider the amount of customer contact or the
physical presence of the customer in the system
Service systems range from those with a high degree of customer
contact to those with a low degree of customer contact.
Characteristics of services are:
Perishability
Heterogeneity
Fluctuating demand
Intangible
Statistically immeasurable
THE NATURE OF SERVICES - SEVEN GENERALIZATIONS
Everyone is an expert on services.

Services are idiosyncratic
Quality of work alone is not quality of
service
Most services have tangible and
intangible attributes.
High contact services are experienced

Effective management of services requires
understanding of marketing aspects,
operations aspects as well as aspects of
service personnel involved.
Services often take different forms of
encounters involving face-to-face, telephone,
electromechanical, and mail interactions.
PROCESS SELECTION
ProcessSelectionrefers to the way in

which organisation chooses to produce
goods and services
Ittakesinto accountselection of
technology,capacity planning,lay out of
facilities and design of work systems
It is a natural extension after selection
of new products and services
Anorganization process strategy would

include:
MakeorBuyDecisions
CapitalIntensity
ProcessFlexibility
SERVICE BLUE PRINT
Service blueprint is a picture or map that accurately

portrays the service system so that different people
involved in providing it can understand and deal with
it objectively regardless of their individual point of
view .
Particularly useful at design and redesign stages of
service development.
It provides a way to break the service into logical
components and to depict the steps or tasks in the
processes, the means by which they are executed and
evidence of the service as consumer experiences it.
COMPONENTS OF SERVICE BLUE PRINT
Customer actions: it includes steps, choices, activities

and interactions that customer performs in the process
of purchasing, consuming and evaluating the service
Onstage employee actions: steps and activities that
the contact employees performs that are visible to the
customer.
Backstage employee actions: steps and activities
that occur behind the scene to support onstage
activities.
Support processes: covers the internal services, steps
and interactions that take place to support the contact
employees in delivering the service.
MANAGING 3TS USING POKA-YOKE

TASK POKA-YOKES.
Task poka-yokes focus on server tasks
and common mistakes servers make
while performing the service/task for
the custome(Eg.coin return machine
used in fast food restaurants)
TREATMENT POKA-YOKES.
Treatment poka-yokes focus on the
social interaction between the
customer and the server (i.e., eye
contact, greeting).
TANGIBLE POKA-YOKES.
Tangible poka-yokes attempt to
improve the tangible, physical
impression and experience for the
customer in addition to the direct task
of the server
SERVICE BUSINESSES
Service business is the manage of
organisations whose primary business
requires interaction of customer
Facilities based services:Where the
customer must wants to visit the facility
inorder to vail the service
Field based services:Where the
production and consumption of services
takes place at customers environment
Classification of Services
Degree of Tangibility of Service

Process
Who or what are the direct recipient of Service Proces
Customization Vs.
Standardization
Nature of relationship with the customers
Extent to which demand and supply are in
balance
Extent to which facilities, equipment, and
people are part of the service experience
The place and time of service
delivery
Degree of Tangibility of Service Process

NATURE OF THE
ACT
TANGIBLE
ACTION
INTANGIBLE
ACTION
RECEIPIENT OF THE ACT
Service directed at
peoples bodies
Health Care
Hair cutting
Passenger Transportation
Restaurant
Service directed at
peoples minds
Education
Broadcasting
Information services
Theatres
Museums
Service given by
people for goods
Freight transportation
Laundry and dry cleane
Veterinary care
Repair and maintenance
Service directed at
Intangible Assets
Banking
Legal service
Security
Insurance
Relationship with customer
NATURE OF
SERVICE
DELIVERY
CONTINUOUS
DEL. OF
SERVICE
DISCRETE
TYPE OF RELATIONSHIP
Membership relation
Non formal Relshp
Cable TV
Mutual Fund
Telephone
Banking
College Enrollment
Radio Station
Police production
Light house
Public highway
Long distance phone call

Theatre season ticket
Commuter ticket
Car rental
Mail service
Toll bridge/way
Restaurant
Pay phone
EXERCISE OF
JUDGEMENT BY
CUSTOMER
CONTACT
PERSON
High
Low
Customisation
EXTENT OF CUSTOMISATION
High
Legal Services
Health Care
Taxi Service
Beautician
Tutorials
Telephone service
Hotel service
Retail banking
Low
Education: Large classes

Preventive health care
Public Transmission
Routine appliance
maintenance
Movie Theatre
CHARACTERISTICS OF WELL DEFINED SERVICE

SYSTEM
Each element of the service system is

consistent with the operating focus on
the firm
It is robust
It is user friendly
It is structured hence the consistence
performance of people and system is
maintained
It provides effective link between the

front office and back office and nothing
falls between the crack
It manages the evidence of the service
quality in the way customer values the
service provided to them
It is cost effective
THANK YOU

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PROCESS SELECTION,NATURE AND

A type ofeconomicactivitythat is intangible, is not stored and does

THE NATURE OF SERVICES - SEVEN GENERALIZATIONS

Everyone is an expert on services.

High contact services are experienced

ProcessSelectionrefers to the way in

Anorganization process strategy would

SERVICE BLUE PRINT

Service blueprint is a picture or map that accurately

COMPONENTS OF SERVICE BLUE PRINT

Customer actions: it includes steps, choices, activities

MANAGING 3TS USING POKA-YOKE

Degree of Tangibility of Service

Degree of Tangibility of Service Process

RECEIPIENT OF THE ACT

Non formal Relshp

Long distance phone call

Education: Large classes

CHARACTERISTICS OF WELL DEFINED SERVICE

Each element of the service system is

It provides effective link between the

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