Professional Documents
Culture Documents
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Learning Objectives
Formulate a strategic service vision. Discuss the competitive environment of services. Describe how a service competes using the three generic service strategies. Discuss the service purchase decision. Discuss the competitive role of information in services. Explain the role of the virtual value chain in service innovation. Discuss the limits in the use of information. Categorize a service firm according to its stage of competitiveness. Conduct a data envelopment analysis (DEA). Page 2
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Operations continually excels, reinforced by personnel management and systems that support an intense customer focus.
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Contributes to service, plays an important role in the total service, is given attention, but is still a separate role. A market segment whose basic needs are understood.
A collection of individuals whose variation in needs is understood. When promises to enhance service.
INTRODUCTION OF NEW TECHNOLOGY When necessary for When justified by cost advantages, survival, under duress. savings. WORKFORCE Negative constraint.
Source of first-mover creating ability to do things your competitors cant do. Innovative; creates procedures.
Efficient resource; disciplined; follows procedures. FRONT-LINE MANAGEMENT Controls workers. Controls the process.
Permitted to select among alternative procedures. Listens to customers; coaches and facilitates workers. works to enhance their career.
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Strategic Advantage Low cost Uniqueness Overall cost Differentiation leadership Focus
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Service Winners:
Service Losers:
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PREFLIGHT SERVICE
Inconvenient Convenient
No Amenities
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External (Customer)
Productivity
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Mrs. Fields Management Information System How might the management information system contribute to a reported 100% turnover of store managers? Will the management information system support or inhibit the expansion of Mrs. Fields outlets? Why?
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FOOD QUALITY
Good
MOVIE SELECTION
Few Many
Poor
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Alamo Drafthouse Strategic Service Vision Target market segments Service concept Operating strategy Service delivery system
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