2
Service Management (5e)
Operations, Strategy, Information Technology
By
Fitzsimmons and Fitzsimmons
Chapter – 2
The Nature of Services
2
Learning Objectives
Classify a service into one of four categories using the
service process matrix.
Describe a service using the four dimensions of the service
package.
Discuss the managerial implications of the distinctive
characteristics of a service operation.
Discuss the insights obtained from a strategic classification
of services.
Discuss the role of a service manager from an
open-systems view of service.
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An Integrated Approach to Service Management
The Eight Components
• Product Elements
• Place, Cyberspace, and Time
• Promotion and Education
• Price and Other User Outlays
+ Process
+ Productivity and Quality
+ People
+ Physical Evidence
Require the Integration of Marketing, Operations, and Human
Resources
4
Service/Product Bundle
Element Core Goods Core Service
Example Example
Business Custom clothier Business hotel
Core Business suits Room for the night
Peripheral Garment bag Bath robe
Goods
Peripheral Deferred payment In house restaurant
Service plans
Variant Coffee lounge Airport shuttle
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The Service Process Matrix
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The Service Package
Supporting Facility: The physical resources that must be in
place before a service can be sold. Examples are golf
course, ski lift, hospital, airplane.
Facilitating Goods: The material consumed by the buyer or
items provided by the consumer. Examples are food items,
legal documents, golf clubs, medical history.
Information: Operations data or information that is provided
by the customer to enable efficient and customized service.
Examples are patient medical records, seats available on a
flight, customer preferences, location of customer to dispatch
a taxi.
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The Service Package (cont.)
Explicit Services: Benefits readily observable by the senses.
The essential or intrinsic features. Examples are quality of
meal, attitude of the waiter, on-time departure.
Implicit Services: Psychological benefits or extrinsic features
which the consumer may sense only vaguely. Examples are
privacy of loan office, security of a well lighted parking lot.
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Distinctive Characteristics of Services
Customer Participation in the Service Process: attention to
facility design but opportunities for co-production
Simultaneity: opportunities for personal selling, interaction
creates customer perceptions of quality
Perishability: cannot inventory, opportunity loss of idle
capacity, need to match supply with demand
Intangibility: creative advertising, no patent protection,
importance of reputation
Heterogeneity: customer participation in delivery process
results in variability
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Strategic Service Classification (Nature
of the Service Act)
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Strategic Service Classification
(Relationship with Customers)
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Strategic Service Classification
(Customization and Judgment)
12
Strategic Service Classification (Nature
of Demand and Supply)
13
Strategic Service Classification
(Method of Service Delivery)
14
Open Systems View of Services
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Topics for Discussion
What are the characteristics of services that will be most
appropriate for Internet delivery?
When does collecting information through service
membership become an invasion of privacy?
What are some management problems associated with
allowing service employees to exercise judgement in
meeting customer needs?
What factors are important for a manager to consider when
attempting to enhance a service firm’s image?
What contributions to the management of professional
service firms can a business school graduate provide?
