服务运作管理整合的视角servicemangament.ppt

service mangament2 O b j e c t i v e s why service firms need a service concept how service firms define a service concept how service firms implement a service concept and the three steps that make up the implementations process WHY DO WE NEED A SERVICE CONCEPT? As with all products, services address a range of different customer needs. As a result, any product should be defined in terms of customer needs. With tangible products these needs are translated into specific (technical) characteristics and product specifications. Once defined, product development, production and even marketing all focus on these characteristics and specifications. With services, such a natural central and focal point does not exist. This is one of the reasons why in the service sectors it is important to be more explicit about the nature of the ‘product’ or what we call the service concept. What activity will be contacted with customer in industrial sector ? The service concept is also important in the management of services because of the extent to which the service delivery system is in direct contact with the customer. What activity will be contacted with customer in industrial sector ? What activity will be contacted with customer in industrial sector ? In industrial sectors, those who are designing, producing and distributing the product are rarely in direct contact with the customer. The service concept is also important in the management of services. Furthermore, we need to be more explicit about the service concept because of the much greater danger of dilution of the concept. How defining a service concept? While it is clear that a service concept needs to address customer needs, it is also important that a service concept in service organizations addresses employee needs. In defining the service concept, we must think in particular about the impact on personnel, both in terms of skills and personal characteristics: Skills. Staff must be adequately qualified t