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SERVICE PROCESS
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PRESENTATION OBJECTIVES
To cover topics like what is service.
What is service process.
Factors influencing designing service process.
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Whatis Service?
Kotlers definition of Service- A service is an activity or
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.
Example-.Education institute
Internet service provider
Health care service
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Service process
It is sixth element of service marketing mix. The service processrefers to how a service is provided or delivered to a customer.
Processes involve the procedures, tasks, schedules, mechanisms,
activities and routines by which a service is delivered to the customer.
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Factors in designing service process
Designing a service delivery system is creative process. It
begins with a service concept and strategy to provide a service
with features to differentiate it from the competition.
SERVICE ITSELF
CUSTOMER PARTICIPATION
DEGREE OF CUSTOMER CONTACT
LOCATATION OF SERVICE DELIVERY COMPLEXITY OF SERVICE
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Service process matrix
Degree of interaction and Customization
Low High
Degree of
labor
Intensity
Low
High
Service Factory
Airlines
Transportation
Hotel
Mass Service
Retailing
Wholesaling
Schools
Retail aspects of
commercial banking
Service Shop
Hospitals
Auto repair
Other repair service
Professional Service
Doctors
Lawyers
Accountants
Architects
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SERVICE PROCESS PLANNING
BASIC TECHNOLOGICAL DECISION
MATERIALS DECISIONSPECIFIC EQUIMENT DECISION
PROCESS FLOW DECISOINBLUE PRINTS
FOW CHART
FRONT OFFICE\ BACK OFFICE
LAYOUTBENCH MARK
PEOPLE DECISION
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Service Blueprinting
Service blueprint is basically a flowchart of the service
process. It is a map in which all the element or activities, their
sequencing and interaction can be visualize. A detailed
blueprint is a micro-level blueprint. A concept blueprint
demonstrate how each job or department functions inrelationship to the service as a whole.
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Service Blueprint Components :
CUSTOMER ACTIONSline of interaction
ONSTAGE CONTACT EMPLOYEE
ACTIONSline of visibility
BACKSTAGE CONTACT EMPLOYEE
ACTIONSline of internal interaction SUPPORT
PROCESSES
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Overnight Hotel Stay
CONTACTPERSON
(Back
Stage)(OnStage)
CUSTOMER
HotelExteriorParking
Cart forBags
DeskRegistrationPapersLobbyKey
ElevatorsHallwaysRoom
Cart forBags
RoomAmenitiesBath
Menu DeliveryTrayFoodAppearance
Food
BillDeskLobbyHotelExteriorParking
Arrive
at
Hotel
Give Bags
to
Bellperson
Check inGo to
Room
Receive
Bags
Sleep
Shower
Call
Room
Service
Receive
Food
EatCheck out
and
Leave
Greet and
Take
Bags
Process
Registration
Deliver
Bags
Deliver
FoodProcess
Check Out
Take Bagsto Room
Take
FoodOrder
Registration
SystemPrepare
Food
Registration
System
PHYSICAL
EVIDENCE
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Building a Service Blueprint
Step 1 Identify the process to be blue-printed.
Step 2 Identify the customer or customer
segment.
Step 3 Map the process from the customers
point of view.
Step 4 Map contact employee actions, onstage
and back-stage.
Step 5 Link customer and contact person
activities to needed support functions.
6 Add evidence of service at each customer
action step.
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Applicationof Service BlueprintsNew Service Developmentconcept development
market testing
Supporting a Zero Defects Culture
managing reliability
identifying empowerment issues
Recovery Strategiesidentifying service problems
conducting root cause analysis
modifying processes
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Flow Chart
The process flow chart is a primary tools for developing and
describing the conversion system. It provides two essential
types of information about the conversion process.
The action performed on materials, information or people inproviding the service.
The relationships among processes.
For process flow charts, five standardized pictorial symbols are used to
describe the processes. These are-
1. Operation
2. Customer contact
3. Travel
4. Delay
5. Inspection
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Flow chart for mortgage application & approval
Screen application Execute all loans docu.
Move to mortgage officer store the information in PC.
wait to be processed verification
Transport documents for further verification
wait for verification of documents
Conduct property appraisal and land survey
verify settlement of funds and insurance requirements
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Front And back office
Whatever decision is made in request of a design
classification, service organizations must address the
issue of front and back office allocations.
The front office- the part of system directly experiencedand visible to the customer. This is where the service is
performed and is thereby open to customer security, e.g.
hotel dining room.
The back office- the part of system from which the
customer is excluded, e.g. the hotel kitchen. It is often
referred to as the manufacturing side of service, not seen
by the customer.
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Benchmarking
Benchmarking - a standard by which something can be
measured or judged. It is defined as measuring the
performance of a business against that of the strongest
competition in order to establish bestpractice.
Internal benchmarking
Competitive benchmarking
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Role of technology and physical aids in service
process
Cost rationalization
More effective quality
Making higher quality possible Closer link up with the customer
Technology as a factor affecting behaviour
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