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1、servicemangament21Objectiveswhyservicefirmsneedaserviceconcepthowservicefirmsdefineaserviceconcepthowservicefirmsimplementaserviceconceptandthethreestepsthatmakeuptheimplementationsprocess2TheServiceConceptAserviceconceptisablueprintthatcommunicatestoemployeesw
2、hatservicetheyshouldgiveandtocustomerswhatservicetheyshouldexpecttoreceive.Source:VanDierdonck,VanLooyandGemmel,1998Aserviceconceptisthementalpicturethatisheldbycustomers,employeesandshareholdersabouttheserviceprovidedbytheorganisationSource:Johnstonetal.,2000.
3、How?3WHYDOWENEEDASERVICECONCEPT?Aswithallproducts,servicesaddressarangeofdifferentcustomerneeds.Asaresult,anyproductshouldbedefinedintermsofcustomerneeds.4Withtangibleproductstheseneedsaretranslatedintospecific(technical)characteristicsandproductspecifications.
4、Oncedefined,productdevelopment,productionandevenmarketingallfocusonthesecharacteristicsandspecifications.Withservices,suchanaturalcentralandfocalpointdoesnotexist.Thisisoneofthereasonswhyintheservicesectorsitisimportanttobemoreexplicitaboutthenatureofthe‘produc
5、t’orwhatwecalltheserviceconcept.5Whatactivitywillbecontactedwithcustomerinindustrialsector?Theserviceconceptisalsoimportantinthemanagementofservicesbecauseoftheextenttowhichtheservicedeliverysystemisindirectcontactwiththecustomer.Whatactivitywillbecontactedwith
6、customerinindustrialsector?6Whatactivitywillbecontactedwithcustomerinindustrialsector?Inindustrialsectors,thosewhoaredesigning,producinganddistributingtheproductarerarelyindirectcontactwiththecustomer.7Theserviceconceptisalsoimportantinthemanagementofservices.F
7、urthermore,weneedtobemoreexplicitabouttheserviceconceptbecauseofthemuchgreaterdangerofdilutionoftheconcept.8Howdefiningaserviceconcept?Threequestions:Whataretheimportantelementsoftheservicestobeprovided,statedintermsofresults,producedforthecustomer,fortheemploy
8、eeandthecompany?Howaretheseelementssupposedtobeperceivedbythetargetmarketsegment?Bythemarketingeneral?Bytheemployee?Byothers?Whateffortdoesthissuggestintermsofdesigning,deli
