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.

www.IIMInternship.com