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DESIGNING
AND
MANAGING
SERVICE
How do we
define and
classify services
,
and how do
they
differ from
goods ?
A service is any
act or performance
one party can offer
to another that is
essentially intangible
and does not result
in the ownership of
anything.
In short,
It is
somethin
g which
we do for
someone
Government Sector
Private Sector
Business Sector
Manufacturing Sector
HOW TO
Classify Services
SERVICE COMPONENT CAN
BE…
MINOR OR MAJOR COMPONENT OF TOTAL OFFERING .
TOTAL OFFERING
Pure
tangible
good
Pure
Servi
ce
Hybrid
Accompan
ying
Services
Major
Service
s
Pure
tangibl
e good
Accompanyi
ng Services
Hybrid
Major
Service
s
Pure
Service
s
How do
services
differ
from
goods ?
Unlike Products
Services cannot be….
Marketers should….
Manag
e Th
e
And…
Tangibil
ize the
intangi
ble
INSEPARABLE
Produced and
consumed
simultaneously
Services Are
Provider
Is A
Part Of
Service
Several strategies exist
to get around limitations
VARIABILITY
Services are highly Variable
Service Buyers… Talk to
others
before
selecting a
service
Firms
Assure
Service
To
increase
quality
control
Steps to
Increase Quality Control
Invest
good
in hiring
and
training
programs
Standardize
the service-
platform
process
throughout
the
organization.
Monitor
Customer
Satisfacti
on
PERISHABILITY
As the demand fluctuates perishability is the problem.
So , to maximize the
…
Yield Managementis critical
Several Strategies
can produce a
better match
between
service demand
and supply.
Part – Time Employees
Peak Time
Efficiency
Increased Consumer Participatio
n
Shared Services
Facilities For Future Expansi
on
Differential
Pricing
Nonpeak
Demand
Reservation
System
Complementary
services
Define Services
Classify Services
How do they Differ
from goods ?
RECAP :-
A presentation by-
Prasad Vadnere V.J.T.I. , MUMBAI
during an internship by Prof. Sameer Mathur , IIM Lucknow.