Professional Documents
Culture Documents
Cowell states that what is significant about services are the relative
dominance of intangible attributes in the make-up of the “service
product”. Services are a special kind of product. They may require
special understanding and special marketing efforts.
Recruit high quality staff treat them well and communicate clearly
to them: their attitudes and behavior are the key to service quality
and differentiations
5) Operational employees feel that the job design should shrink error and
standardise tasks, making efficient use of approach.
Customer participation:
Degree if divergence:
Complexity of service:
Complexity of services reflects the number of steps that are
involved in delivering the services .by looking at the blueprint it can
easily determine whether the services are high or low in complexity and
its divergence can be determined by having a look at its blueprint.
a. Blue Prints
b. Flowchart
d. Layouts
e. bench marks
5. People decision
a. Fixed position
b. Process based and
Identify the activates involved in developing the service and prevent them
in a diagrammatic form.
Identify the failure points. Develop a system and procedure to reduce the
likelihood of their occurring in the first instance.
When it is time to shift the new services from R & D into routine
operation, the marketing manager performing an R & D function can use
detailed blue prints in order to communicate operational details. Detailed
service blue prints can be used by human resources managers in
preparing job description, selection criteria, and performance appraisal
system and compensation schemes.
That part of the system from which the office is excluded is the
back office. E.g. Kitchen in a restaurant. It is the manufacturing side of
the service that is not visible to the customer. There are certain services
like banks where the back office is visible to the customer.
The layouts of a service organization can be process layout,
Product layout or Group layout. In process layout the resource are
arranged according to the particulars state in the process that is to be
applied to the customer. It allows the servers to specialize at particular
tasks.
(c) Benchmarking:
Repeat
Many at times people decision are made on the assumption that people
may be hired any way. The need to have knowledgeable, continuous and
motivated workforce is overlooked.