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Classification of Services - PowerPoint PPT Presentation


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Classification of Services. Degree of Tangibility of Service Process. Who or what are the direct recipient of Service Process. Customization Vs. Standardization. Nature of relationship with the customers. Extent to which demand and supply are in balance.

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slide1

Classification of Services

Degree of Tangibility of Service Process

Who or what are the direct recipient of Service Process

Customization Vs. Standardization

Nature of relationship with the customers

Extent to which demand and supply are in balance

Extent to which facilities, equipment, and people are part of the service experience

The place and time of service delivery

slide2

Classification of Services

Degree of Tangibility of Service Process

NATURE OF THE ACT

RECEIPIENT OF THE ACT

Service directed at people’s bodies

Service directed at physical possession

  • Freight transportation
  • Industrial equipment mant
  • Laundry and dry cleaner
  • Veterinary care
  • Health Care
  • Hair cutting
  • Passenger Transportation
  • Restaurant

TANGIBLE ACTION

Service directed at people’s minds

Service directed at Intangible Assets

INTANGIBLE ACTION

  • Education
  • Broadcasting
  • Information services
  • Theatres
  • Museums
  • Banking
  • Legal service
  • Security
  • Insurance
slide3

Classification of Services

Relationship with customer

NATURE OF SERVICE DELIVERY

TYPE OF RELATIONSHIP

Non formal Relshp

Membership relation

  • Cable TV
  • Mutual Fund
  • Telephone
  • Banking
  • College Enrollment
  • Radio Station
  • Police production
  • Light house
  • Public highway

CONTINUOUS DEL. OF SERVICE

  • Car rental
  • Mail service
  • Toll bridge/way
  • Restaurant
  • Pay phone
  • Long distance phone call
  • Theatre season ticket
  • Commuter ticket

DISCRETE

slide4

Classification of Services

Customisation

EXERCISE OF JUDGEMENT BY CUSTOMER CONTACT PERSON

EXTENT OF CUSTOMISATION

Low

High

  • Legal Services
  • Health Care
  • Taxi Service
  • Beautician
  • Tutorials
  • Education: Large classes
  • Preventive health care

High

  • Public Transmission
  • Routine appliance maintenance
  • Movie Theatre
  • Telephone service
  • Hotel service
  • Retail banking

Low

slide5

Classification of Services

Nature of Demand

EXTENT TO WHICH SUPPLY IS CONSTRAINED

EXTENT OF DEMAND FLUCTUATION OVER TIME

Narrow

Wide

  • Natural gas
  • Telephone
  • Hospital
  • Tourist lodging
  • Insurance
  • Banking
  • Dry cleaner

Peak demand CAN be met without delay

  • -do- with less base level capacity
  • Accounting
  • Electricity
  • Theatres

Peak demand regularly exceeds capacity

slide6

Classification of Services

Method of Service Delivery

NATURE OF INTERACTION WITH CUSTOMER

AVAILABILITY OF SERVICE OUTLET

Multiple Site

Single Site

  • Haircutting
  • Beauty Saloon
  • Theatre
  • Bus service
  • Fast food chain

Customer goes

Service Provider Comes

  • Taxi
  • Mail delivery
  • National radio
  • Telephone Company
  • Credit Card
  • Local Radio Station

Arm’s length

slide7

Classification of Services

Level of equipment used

HIGH

People’s Participation

HIGH

LOW

LOW