Chapter 2 Nature of Service

8/13/2019 Chapter 2 Nature of Service

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an environment in which the customers are present in the delivery system. This contrasts with

manufacturing operations that are isolated or "buffered" from the customer by an inventory of finished

goods. Thus, manufacturing traditionally has operated as a cost center, focusing on process efficiency.

Service managers, who often operate as profit centers, must be concerned with both efficient and effective

delivery of services.

SERVICE CLASSIF ICATION

Concepts of service management should be applicable to all service organizations. For example, hospital

administrators could learn something about their own business from the restaurant and hotel trade.Professional services such as consulting, law, and medicine have special problems, because the professional

is trained to provide a specific clinical service (to use a medical example) but is not knowledgeable in

business management. Thus, professional service firms offer attractive career opportunities for many college

graduates.

A service classification scheme can help to organize our discussion of service management and break

down the industry barriers to shared learning. As suggested, hospitals can learn about housekeeping from

hotels. Less obviously, dry-cleaning establishments can learn from banks-cleaners can adapt the con-

venience of night deposits enjoyed by banking customers by providing laundry bags and after-hours drop-

off boxes. For professional firms, scheduling a consulting engagement is similar to planning a legal defense

or preparing a medical team for open heart surgery.To demonstrate that management problems are common across service industries, Roger Schmenner

proposed theservice process matrix in Figure 2.1. In this matrix, services are classified across two

dimensions that significantly affect the character of the service delivery process. The horizontal dimension

measures


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FIGURE 2.2.Challenges for service managers.

(From "How Can Service Businesses Survive and Prosper?" by Roger W. Schmenner, Sloan Management

Review, vol. 27, no. 3, Spring 1986, p. 27, by permission of publisher.Copyright 1986 by the Sloan

Management Review Association.All rights reserved.)

following examples. For a sit-down restaurant, atmosphere is just as important as the meal, because

many diners regard the occasion as a way to get together with friends. A customer's opinion of a bankcan be formed quickly on the basis of a teller's cheerfulness or length of the waiting line.

Theservice package is defined as a bundle of goods and services that is provided in some

environment. This bundle consists of the following four features:

1. Supporting facility. The physical resources that must be in place before a service can be offered.

Examples are a golf course, a ski lift, a hospital, and an airplane.

2.Facilitating goods. The material purchased or consumed by the buyer, or the items provided by the

customer. Examples are golf clubs, skis, food items, replacement auto parts, legal documents, and

medical supplies.

3.Expliciting services. The benefits that are readily observable by the senses and that consist of theessential or intrinsic features of the service. Examples are the absence of pain after a tooth is repaired,

a smooth-running automobile after a tune-up, and the response time of a fire department.

4. 4.Implicit services. Psychological benefits that the customer may sense only vaguelyor the extrinsic

features of the service. Examples are the status of a degree from an Ivy League school, the privacy of a loan

office, and worry-free auto repair.

All these features are experienced by the customer and form the basis of his or her perception of the

service. It is important that the service manager offer a total experience for the customer that is consistent

with the desired service package. Take, for example, a budget hotel. The supporting facility is a concrete-

block building with austere furnishings. Facilitating goods are reduced to the minimum of soap and paper.

The explicit service is a comfortable bed in a clean room, and implicit services might include a friendly deskclerk and the security of a well-lighted parking area. Deviations from this service package, such as adding

bellhops, would destroy the bargain image. Table 2.2 lists criteria (with examples) for evaluating the service

package.


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The importance of facilitating goods in the service package can be used to classify services across a

continuum from pure services to various degrees of mixed services. For example, psychiatric counseling

with no facilitating goods would be considered a "pure" service. Automobile maintenance usually requires

more facilitating goods than a haircut does.

Making general statements about service management is difficult when there are such variations in the

nature of services. However, an appreciation of the unique features of the service environment is important

for understanding the challenges facing service managers.

DISTINCTIVE CHARACTERISTICS OF SERVICE OPERATIONS

In services, a distinction must be made between inputs and resources. For services, inputs are the customers

themselves, and resources are the facilitating goods, employee labor, and capital at the command of the

service manager. Thus, to function, the service system must interact with the customers as participants in

the service process. Because customers typically arrive at their own discretion and with unique demands on

the service system, matching service capacity with demand is a challenge.

For some services, such as banking, however, the focus of activity is on processing information instead

of people. In these situations, information technology, such as electronic funds transfer, can be substituted

for physically depositing a payroll check; thus, the presence of the customer at the bank is unnecessary.

Such exceptions will be noted as we discuss the distinctive characteristics of service operations. It should be

noted here that many of the unique characteristics of services, such as customer participation andperishability, are interrelated.

The Customer as a Part icipant in the Service Process

The presence of the customer as a participant in the service process requires an attention to facility design

that is not found in traditional manufacturing operations. That automobiles are made in a hot, dirty, noisy

factory is of no concern to the eventual buyers, because they first see the product in the pleasant sur-

roundings of a dealer's showroom. The presence of the customer on-site re -


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quires attention to the physical surroundings of the service facility that is not necessary for the factory. For

the customer, service is an experience occurring in the environment of the service facility, and the quality of

service is enhanced if the service facility is designed from the customer's perspective. Attention to interior

decorating, furnishings, layout, noise, and even color can influence the customer's perception of the service.Compare the feelings invoked by picturing yourself in a stereotypical bus station with those produced by

imagining yourself in an airline terminal. Of course, passengers are not allowed in the terminal's back office

(e.g., the luggage-handling area), which is operated in a factory-like environment. However, some

innovative services have opened the back office to public scrutiny to promote confidence in the service (e.g.,

some restaurants provide a view into the kitchen, some auto repair bays can be observed through windows in

the waiting area).

An important consideration in providing a service is the realization that the customer can play an active

part in the process. A few examples will illustrate that the knowledge, experience, motivation, and even

honesty of the customer all directly affect the performance of the service system:

1. The popularity of supermarkets and discount stores is predicated on the idea that customers are willing toassume an active role in the retailing process.

2. The accuracy of a patient's medical record can greatly influence the effectiveness of the attending

physician.


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3. The education of a student is determined largely by the student's own effort and contributions.

This strategy is best illustrated by the fast-food restaurants that have significantly reduced the typical

number of serving and cleaning personnel. The customer not only places the order directly from a limited

menu but also is expected to clear the table after the meal. Naturally, the customer expects faster service and

less expensive meals to compensate for these inputs, but the service provider benefits in many subtle ways.

First, there are fewer personnel who require supervision and such things as fringe benefits. Second, and

more importantly, the customer provides the labor just at the moment it is required; thus, service capacity

varies more directly with demand rather than being fixed by the size of the employed staff. The customeracts like a temporary employee, arriving just when needed to perform duties to augment the work of the

service staff.

This strategy has received great acceptance in a society, such as the United States, where self-reliance is

valued. Instead of being a passive buyer, the customer becomes a contributor to the gross national product.

Taking the customer out of the process, however, is becoming a common practice. Consider retail

banking, in which customers are encouraged to use telephone or computer transactions, direct deposit, and

automatic-debit bill paying instead of actually traveling to the bank. Moreover, the advent of Internet

commerce gives new meaning to the phrase "window shopping."

Simul taneous Production and Consumption of Services

The fact that services are created and consumed simultaneously and, thus, cannot be stored is a critical

feature in the management of services. This inability to inventory services precludes using the traditional

manufacturing strategy of relying on inventory as a buffer to absorb fluctuations in demand. An inventory

of finished goods serves as a convenient system boundary for a manufacturer, separating the internal

operations of planning and control from the external environment. Thus, the manufacturing facility can be

operated at a constant level of output that is most efficient. The factory is operated as a closed system, with

inventory decoupling the productive system from customer demand. Services, however, operate as open

si/stems, with the full impact of demand variations being transmitted to the system.

Inventory also can be used to decouple the stages in a manufacturing process. For services, the

decoupling is achieved through customer waiting. Inventory control is a major issue in manufacturing

operations, whereas in services, the corresponding problem is customer waiting, or "queuing." The

problems of selecting service capacity, facility utilization, and use of idle time all are balanced against

customer waiting time.

The simultaneous production and consumption in services also eliminates many opportunities for

quality-control intervention. A product can be inspected before delivery, but services must rely on other

measures to ensure the quality of services delivered. We address this important topic in Chapter 10.

Time-Per ishable Capacity

A service is a perishable commodity. Consider an empty airline seat, an unoccupied hospital or hotel room,

or an hour without a patient in the day of a dentist. In each case, a lost opportunity has occurred. Because a

service cannot be stored, it is lost forever when not used. The full utilization of service capacity becomes amanagement challenge, because customer demand exhibits considerable variation and building inventory to

absorb these fluctuations is not an option.

Consumer demand for services typically exhibits very cyclic behavior over short periods of time, with

considerable variation between the peaks and valleys. The custom of eating lunch between noon and 1 pm

places a burden on restaurants to accommodate the noon rush. The practice of day-end mailing by

businesses contributes to the fact that 60 percent of all letters are received at the post office between 4 and 8

vm.2The demand for emergency medical service in Los Angeles was found to vary from a low of 0.5 calls

per hour at 6 am to a peak of 3.5 calls per hour at 6 pm.3This peak-to-valley ratio of 7 to 1 also was true for

fire alarms during an average day in New York City.4

For recreational and transportation services, seasonal variation in demand creates surges in activity, Asmany students know, flights home are often booked months in advance of spring break and the Christmas

holiday.


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Control of Decentr ali zed Services

Unlike manufacturing, services are performed in the field, not in the controlled environment of a factory.

For example, fast-food restaurants maintain service consistency across multiple locations through a

standardized delivery process. In this case, the standardization may be achieved by designing special

equipment (e.g., a french-fry scoop that measures the portion) or by offering a limited service (e.g., only

burgers, fries, and shakes). More sophisticated services such as management consulting must rely on

extensive training, licensing, and peer review.

For services that travel to the customer (e.g., telephone installations, delivery services, and maintenanceand repair services), the problems of routing, dispatching, and scheduling become important. These aspects

are examined in the supplement to Chapter 5, Vehicle Routing.

Labor I ntensiveness

In most service organizations, labor is the key resource that determines the effectiveness of the organization.

For these organizations, technological obsolescence is not fully accommodated by investments in new

equipment; it is the skills of the labor force that age as new knowledge makes current skills obsolete. In an

expanding organization, recruitment provides an avenue to acquiring this new knowledge. In a slow-growth

or stable organization, however, the only successful strategy may be continuous retraining. The problem of

aging labor skills is particularly acute in the professional service organization, in which extensive formal

education is a prerequisite to employment.

The interaction between customer and employee in services creates the possibility of a more complete

human work experience. In services, work activity generally is oriented toward people rather than toward

things. There are exceptions, however, for services that process information (e.g., communications) or

customers' property (e.g., brokerage services). In the limited customer-contact service industries, we now

see a dramatic reduction in the level of labor intensiveness through the introduction of information

technology.

Even the introduction of automation may strengthen personalization by eliminating the relatively routine

impersonal tasks, thereby permitting increased personal attention to the remaining work. At the same time,

personal attention creates opportunities for variability in the service that is provided. This is not inherently

bad, however, unless customers perceive a significant variation in quality. A customer expects to be treated

fairly and to be given the same service that others receive. The development of standards and of employee

training in proper procedures is the key to ensuring consistency in the service provided. It is rather

impractical to monitor the output of each employee, except via customer complaints.

The direct customer-employee contact has implications for service (industrial) relations as well. Auto

workers with grievances against the firm have been

known to sabotage the product on the assembly line. Presumably, the final inspection will ensure that any

such cars are corrected before delivery. A disgruntled service employee, however, can do irreparable harm

to the organization, because the employee is the firm's sole contact with customers. Therefore, the service

manager must be concerned about the employees' attitudes as well as their performance. J. Willard Marriott,

founder of the Marriott Hotel chain, has said, "In the service business you can't make happy guests with

unhappy employees."5Through training and genuine concern for employee welfare, the organizational goals

can be internalized.

Intangibility

Services are ideas and concepts; products are things. Therefore, it follows that service innovations are not

patentable. To secure the benefits of a novel service concept, the firm must expand extremely rapidly and

preempt any competitors. Franchising has been the vehicle to secure market areas and establish a brand

name. Franchising allows the parent firm to sell its idea to a local entrepreneur, thus preserving capital

while retaining control and reducing risk.

The intangible nature of services also presents a problem for customers. When buying a product, thecustomer is able to see it, feel it, and test its performance before purchase. For a service, however, the

customer must rely on the reputation of the service firm. In many service areas, the government has inter-

vened to guarantee acceptable service performances. Through the use of registration, licensing, and

regulation, the government can assure consumers that the training and test performance of some service


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providers meet certain standards. Thus, we find that public construction plans must be approved by a

registered professional engineer, a doctor must be licensed to practice medicine, and the telephone company

is a regulated utility. In its efforts to "protect" the consumer, however, the government may be stifling

innovation, raising barriers to entry, and generally reducing competition.

Di ff iculty in Measur ing Output

Measuring the output of a service organization is a frustrating task for several reasons. Counting the number

of customers served is seldom useful because it does not account for the uniqueness of the service that is

performed. The problem of measurement is further complicated by the fact that not-for-profit servicesystems (e.g., universities, governments, and some hospitals) do not have a single criterion, such as

maximizing profit, on which to base an evaluation of their performance. More importantly, can a system's

performance be evaluated on the basis of output alone when this assumes a homogeneous input of service

demands? A more definitive evaluation of service performance is a measure of the change in each customer

from the input to the output state, a process known as transactional analysis. For example, consulting

services and market research often involve providing clients with access to appropriate information and

showing them how it relates to their situations, which is a very customized activity.

5G. M. Hostage, "Quality Control in a Service Business,"Harvard Business Review, vol. 53, no. 4, July-

August 1975, pp. 98-106.

AN OPEN-SYSTEMS VI EW OF SERVICES

Service organizations are sufficiently unique in their character to require special management approaches

that go beyond the simple adaptation of the management techniques found in manufacturing a product.

The distinctive characteristics suggest enlarging the system view to include the customer as a participant in

the service process. As Figure 2.3 shows, the customer is viewed as an input that is transformed by the

service process into an output with some degree of satisfaction.

The role of the service operations manager includes the functions of both production and marketing in

an open system with the customer as a participant. The traditional manufacturing separation of the

production and marketing functions, with finished-goods inventory as the interface, is neither possible nor

appropriate in services. Marketing performs two important functions in daily-service operations: 1)

educating the consumer to play a role as an active participant in the service process and 2) "smoothing"

demand to match service capacity. This marketing activity must be coordinated with scheduling staff lev-

els and with both controlling and evaluating the delivery process. By necessity, the operations and

marketing functions are integrated for service organizations.

For services, the process is the product. The presence of the customer in the service process negates

the closed-system perspective that is taken in manufacturing. Techniques to control operations in an

isolated factory producing a tangible good are inadequate for services. No longer is the process machine-

paced and the output easily measured for compliance with specifications. Instead, customers arrive with

different demands on the service; thus, multiple measures of performance are necessary. Service

employees interact directly with the cus-


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tomer, with little opportunity for management intervention. This requires extensive training and

empowerment of employees to act appropriately in the absence of direct supervision.

Further, customer impressions of service quality are based on the total service experience, not just on theexplicit service that is performed. A concern for employee attitudes and training becomes a necessity to

ensure that the implicit service is also appreciated by the customer. When viewed from the customer's

perspective, the entire service process raises concerns ranging from the aesthetic design of the facility to

pleasant diversions in waiting areas.

An open-system concept of services also allows one to view the customer as a coproducer. Permitting the

customer to participate actively in the service process (e.g., providing a salad bar at a restaurant) can

increase productivity, which in turn can create a competitive edge.

SUMMARY

The management of an open system requires techniques and sensitivities different from those of a closedsystem. Service managers are faced with nonroutine operations in which only indirect control is possible. In

services, it is the human element that is central to effective operations. For example, the unavoidable

interaction between service provider and consumer is a source of great opportunity, as in direct selling.

However, this interaction seldom can be fully controlled; thus, service quality may suffer. For this reason,

the attitude and appearance of personnel in service organizations are important considerations. For services,

the presence of the customer in the process materially alters what is viewed as the product. The unique

characteristics of intangibility, perishability, and simultaneous provision and consumption introduce special

challenges for service management. In many respects, the service manager adopts a style of management

that incorporates the functions of marketing and operations.

In the next part of this book, we will examine strategic service issues, beginning in Chapter 3 with the

formulation of a strategic service concept. We also will discover insights from a strategic classification

system, discuss generic competitive service strategies, and conclude with a look at how customers are won

in the marketplace.


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KEY TERMS AND DEFI NI TIONS

Explicit servicesthe essential or intrinsic features readily observable by the senses (e.g., on-time departure,

quality of meal).

Facilitating goods material purchased or consumed by the buyer, or items provided by the customer (e.g.,

food, golf clubs).

Implicit servicespsychologic benefits or extrinsic features the customer may sense only vaguely (e.g., secu-

rity of a well-lighted parking lot, privacy of a loan office).Service process matrix a classification of services based on the degree of interaction and customization and

the degree of labor intensity that results in four categories: service factory, service shop, mass service, and

professional service.

Supporting facility the physical resources that must be in place before a service can be offered (e.g., golf

course, hospital building, airplane).

The service package a description of a service based on four components: supporting facility, facilitating

goods, explicit service, and implicit service.

Time-perishable capacity a service that is not used during some period of time and, therefore, is lost

forever {e.g., an empty seat on an airplane).TOPICS FOR DISCUSSION

1. What are some possible measures of performance for a fire department? For a fast-food restaurant?

2. Comment on why hospitals, given that they are so labor-intensive, are classified as a service shop in

Figure 2.1.

3. Select a service with which you are familiar, and identify the seven "distinctive char acteristics of service

operations" that it has.

4. What factors are important for a manager to consider when attempting to enhance a service organization's

image?

5. What contributions to the management of professional service firms can a business school graduate

provide?


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CASE: VI LL AGE VOLVO

Village Volvo is the "new kid in town." It represents an effort by two former authorized Volvo dealer me-

chanics to provide quality repair service on out-of-warranty Volvos at a reasonable cost. On the basis of

their 22 combined years of training and experience with the local Volvo dealer, they have earned a respected

reputation and a following of satisfied customers, which make an independent service operation feasible.

Village Volvo occupies a new Butler building (i.e., a prefabricated metal structure) that has four work bays

in addition to an office, waiting area, and storage room.

The owners feel they have designed their operation to provide clients with a custom car care service thatis unavailable at the local dealer. They have set aside specific times each week when clients may drive in for

quick, routine services such as tune-ups and oil changes, but they encourage clients to schedule

appointments for the diagnosis and repair of specific problems.

At the time of the appointment, the mechanic who will be working on the vehicle and the client discuss

the problems the client has noticed. On occasion, the mechanic may take a short test drive with the client to

be certain that both understand the area of concern.

Another source of information for the mechanic is the Custom Care Vehicle Dossier (CCVD). Village

Volvo maintains a continuing file on each vehicle it services. This history can help the mechanic to diagnose

problems and also provides a convenient record if a vehicle is returned for warranty service on an earlier

repair. The owners are considering use of the CCVD as a way of "reminding" customers that routinemaintenance procedures may be due.

After the mechanic has made a preliminary diagnosis, the service manager gives the vehicle owner an es-

timate of the cost and the approximate time when the repair will be completed if no unexpected problems

arise. Company policy states that the owner will be consulted before any work other than the agreed-on job

is done. Although the customer may speak with the mechanic during the repair process, the service manager

is the main point of contact. It is the service manager's responsibility to be sure the customer understands the

preliminary diagnosis, to advise the customer of any unexpected problems and costs, and to notify the cus-

tomer when the vehicle is ready for pickup.

Village Volvo has no provisions for alternate transportation for customers at this time. A shuttle service

two or three times a day is being considered, because the owners think their suburban location may deter

some clients. The waiting room is equipped with a television set, comfortable chairs, coffee, a soft-drink

vending machine, magazines, and the local newspaper. This facility is used almost exclusively by clients

who come during the "drop-in" times (3 to 5 pm Wednesdays and 8 to 10 am Thursdays) for quick, routine

jobs such as tune-ups and buyer checks of used cars.

The owner-mechanics do no repairs between 7 and 8 am and 5 and 6 pm, because these are heavy cus-

tomer contact hours. They believe it is just as important to discuss with the client the repairs that have been

done as it is to discuss what problems exist before that work is done. As repairs are made the owner-

mechanic notes any other problems that might need attention in the future (e.g., fan and alternator belts

show some wear and may need to be replaced in about 6000 miles). These notes are brought to the

customer's attention at pickup time and also are recorded in the CCVD for future use, perhaps in the form of

a reminder postcard to the owner.

All small worn-out parts that have been replaced are put in a clean box inside the car. More cumbersome

replaced parts are identified and set aside for the client's inspection. Care is taken throughout the repair

process to keep the car clean, and the inside is vacuumed as a courtesy before pickup. After the repairs are

finished, the vehicle is taken for a short test drive. Then it is parked, ready for pickup.

The Village Volvo owners see their responsibility as extending beyond immediate service to their clients.

The owners have developed a network of other service providers who assist in recycling used parts and

waste products and to whom they can refer clients for work that is not part of Village Volvo's services (e.g.,

body work, alignments, and reupholstering). The owners also are considering the possibility of offering amini-course one Saturday morning each month to teach clients what they can do to attain their 200,000-mile

Volvo medals.

Questions


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1. Describe Village Volvo's service package.

2. How are the distinctive characteristics of a service firm illustrated by Village Volvo?

3. How could Village Volvo manage its back office (i.e., repair operations) like a factory?

4. How can Village Volvo differentiate itself from Volvo dealers?

SELECTED BIBL IOGRAPHY

Collier, David A.: "Managing a Service Firm: A Different Management Game,"National Productivity

Review, Winter 1983-1984, pp. 36-45.

Killeya, J. C, and C. G. Armistead: "The Transfer of Concepts and Techniques between Manufacturing and

Service Systems,"International journal of Operations and Production Management, vol. 3, no. 3,1983,

pp. 22-28.

Morris, B., and R. Johnston: "Dealing with Inherent Variability: The Difference between Manufacturing and

Service?"International Journal of Operations and Production Management, vol. 7, no. 4,1986, pp. 13-

22.

Riddle, D. L: Service-Led Growth, Praeger, New York, 1986.

Sasser, W. E., R. P. Olsen, and D. D. Wyckoff:Management of Service Operations, Allyn and Bacon, Inc.,

Boston, 1978.

Schmenner, Roger W. "How Can Service Businesses Survive and Prosper?" Sloan Management Review,

vol. 27, no. 3, spring 1986, pp. 21-32.

Documents

Chapter 2 Nature of Service