服务运作管理整合的视角ppt培训课件

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1、servicemangament21Objectiveswhyservicefirmsneedaserviceconcepthowservicefirmsdefineaserviceconcepthowservicefirmsimplementaserviceconceptandthethreestepsthatmakeuptheimplementationsprocess2TheServiceConceptAserviceconceptisablueprintthatcommunicatestoemployeeswhatservicetheyshouldgive

2、andtocustomerswhatservicetheyshouldexpecttoreceive.Source:VanDierdonck,VanLooyandGemmel,1998Aserviceconceptisthementalpicturethatisheldbycustomers,employeesandshareholdersabouttheserviceprovidedbytheorganisationSource:Johnstonetal.,2000.How?3WHYDOWENEEDASERVICECONCEPT?Aswithallproduct

3、s,servicesaddressarangeofdifferentcustomerneeds.Asaresult,anyproductshouldbedefinedintermsofcustomerneeds.4Withtangibleproductstheseneedsaretranslatedintospecific(technical)characteristicsandproductspecifications.Oncedefined,productdevelopment,productionandevenmarketingallfocusonthese

4、characteristicsandspecifications.Withservices,suchanaturalcentralandfocalpointdoesnotexist.Thisisoneofthereasonswhyintheservicesectorsitisimportanttobemoreexplicitaboutthenatureofthe‘product’orwhatwecalltheserviceconcept.5Whatactivitywillbecontactedwithcustomerinindustrialsector?These

5、rviceconceptisalsoimportantinthemanagementofservicesbecauseoftheextenttowhichtheservicedeliverysystemisindirectcontactwiththecustomer.Whatactivitywillbecontactedwithcustomerinindustrialsector?6Whatactivitywillbecontactedwithcustomerinindustrialsector?Inindustrialsectors,thosewhoaredes

6、igning,producinganddistributingtheproductarerarelyindirectcontactwiththecustomer.7Theserviceconceptisalsoimportantinthemanagementofservices.Furthermore,weneedtobemoreexplicitabouttheserviceconceptbecauseofthemuchgreaterdangerofdilutionoftheconcept.8Howdefiningaserviceconcept?Threeques

7、tions:Whataretheimportantelementsoftheservicestobeprovided,statedintermsofresults,producedforthecustomer,fortheemployeeandthecompany?Howaretheseelementssupposedtobeperceivedbythetargetmarketsegment?Bythemarketingeneral?Bytheemployee?Byothers?Whateffortdoesthissuggestintermsofdesigning

8、,deli