classification of services degree of tangibility of service process who or what are the direct...
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Classification of Services
Degree of Tangibility of Service Process
Who or what are the direct recipient of Service Process
The place and time of service delivery
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
Classification of ServicesDegree of Tangibility of Service Process
NATURE OF THE ACT
RECEIPIENT OF THE ACT
Service directed at people’s bodies
Service directed at physical possession
Service directed at people’s minds
Service directed at Intangible Assets
TANGIBLE ACTION
INTANGIBLE ACTION
•Health Care•Hair cutting•Passenger Transportation•Restaurant
•Freight transportation•Industrial equipment mant•Laundry and dry cleaner•Veterinary care
•Banking•Legal service•Security•Insurance
•Education•Broadcasting•Information services•Theatres•Museums
Classification of ServicesRelationship with customer
NATURE OF SERVICE
DELIVERY
TYPE OF RELATIONSHIP
Membership relation Non formal Relshp
CONTINUOUS DEL. OF SERVICE
DISCRETE
•Cable TV•Mutual Fund•Telephone•Banking•College Enrollment
•Car rental•Mail service•Toll bridge/way•Restaurant•Pay phone
•Long distance phone call•Theatre season ticket•Commuter ticket
•Radio Station•Police production•Light house•Public highway
Classification of ServicesCustomisation
EXERCISE OF JUDGEMENT BY
CUSTOMER CONTACT PERSON
EXTENT OF CUSTOMISATION
High Low
High
Low
•Legal Services•Health Care•Taxi Service•Beautician•Tutorials
•Public Transmission•Routine appliance maintenance•Movie Theatre
•Telephone service•Hotel service•Retail banking
•Education: Large classes•Preventive health care
Classification of ServicesNature of Demand
EXTENT TO WHICH SUPPLY
IS CONSTRAINED
EXTENT OF DEMAND FLUCTUATION OVER TIME
Wide Narrow
Peak demand CAN be met
without delay
•Natural gas•Telephone•Hospital•Tourist lodging
• -do- with less base level capacity
•Accounting•Electricity•Theatres
•Insurance•Banking•Dry cleaner
Peak demand regularly exceeds capacity
Classification of ServicesMethod of Service Delivery
NATURE OF INTERACTION
WITH CUSTOMER
AVAILABILITY OF SERVICE OUTLET
Single Site Multiple Site
Customer goes
•Haircutting•Beauty Saloon•Theatre
• Mail delivery•Taxi
•Bus service•Fast food chain
Service Provider Comes
Arm’s length•Credit Card•Local Radio Station
•National radio•Telephone Company
Classification of ServicesLevel of equipment used
People’s Participation
HIGH
HIGH
LOW
LOW