learn the concept of service process matrix and service package

1. Prof. Rajlaxmi Bhosale

2. Nature of Services
Objectives
 Classification of services
 Service Process Matrix
 Dimensions of Service Package
 Strategic classification of services
 Open system view of service operation
 Role of a service manager

3. The Service process Matrix-Roger W Schmenner

4. Dimensions of Service Package
 Supporting Facility: The physical resources that
must be in place before a service can be sold.
Examples are golf course, ski lift, hospital, airplane.
 Facilitating Goods: The material consumed by the
buyer or items provided by the consumer.
Examples are food items, legal documents, golf clubs,
medical history.
 Information: Operations data or information that is
provided by the customer to enable efficient and
customized service.
 Examples are patient medical records, seats available
on a flight, customer preferences, location of customer
to dispatch a taxi.

5. Dimensions of Service Package
 Explicit Services: Benefits readily observable by the
senses. The essential or intrinsic features. Examples
Painless surgery, smooth running automobile after
tune-up, quality of meal, attitude of the waiter, on-
time departure.
 Implicit Services: Psychological benefits or extrinsic
features which the consumer may sense only vaguely.
Examples are privacy of loan office, security of a well
lighted parking lot.
Pure service: Psychiatric Counseling

6. The Service process Matrix
Service Factory:
-Airlines
-Trucking
-Hotels
-Resorts & Recreation
Service Shop:
-Hospitals
-Auto Repairs
-Other Repair services
Mass Service:
-Retailing
-Wholesaling
-Schools
Retail Aspect of Commercial Banks
Professional Services :
-Doctors
-Lawyers
Accountant
Architects
Service
Matrix
HIGH
LOW
LOW
HIGH
Degree of Interaction &
Customization
Degree of Labour
Intensity

7. 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

8. Nature of service act
Services directed at people’s
bodies
•Health care
•Passenger transport
•Beauty salons
•Exercise clinics
•Restaurants
Services directed at goods and
other physical possessions
•Freight Transport
•Repair & Maintenance
•Laundry & dry Cleaning
•Veterinary Care
Services directed at people’s
mind
•Education
•Broadcasting
•Information Services
Theaters
Museums
Services directed at intangible
assets
•Banking
•Legal Services
•Accounting
•Securities
•Insurance
People Things
Natureofserviceact
Intangible
actions
Direct recipient of the service
Tangible
actions

9. Relationship with customer
•Insurance
•Telephone Subscription
•Electric utility
•Banking
•Radio station
•Police protection
•Lighthouse
•Public high way
•Long distance phone call
•Theatre series ticket
•Transit pass
•Wholesale buying club
•Airline frequent flyer
•Toll high way
•Pay phone
•Movie Theater
•Public transportation
•Restaurants
Membership relationship No formal relationship
Natureofservicedelivery
Discrete
transactions
Type of relationship between org & customer
Continuous
delivery of
service

10. Customization & Judgment
•Surgery
•Taxi Service
•Gourmet restaurant
•Education (large classes)
•Preventive health programs
•Family restaurants
•Telephone services
•Hotel services
•Retail Banking
•Cafeteria
•Public transportation
•Movie theater
•Spectator sports
•Institutional food service
High Low
Extenttowhichcustomercontactpersonnelexercise
Judgmentinmeetingindividualcustomerneeds
Low
Extend to which service characteristics are customized
High

11. Nature of demand and supply
•Electricity
•Telephone
•Hospital maternity
unit
•Police emergency
•Insurance
•Legal services
•Banking
•Laundry & dry
cleaning
•Tax preparation
•Passenger transport
•Hotels & Motels
•Fast Food restaurants
•Movie theater
•Gas station
Wide Narrow
Extendtowhichsupplyisconstrained
Peak
demand
regularly
exceeds
capacity
Extend of demand fluctuations over time
Peak
demand
can be
met
without
major
delay

12. Classification of Services
Nature 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

13. Classification of Services
Method 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

14. Assignments-II
 Choose any organisation ,Automobile, communication
hospital, hotel, others.
 Find for some innovative idea.
 Personal Services
Visit - Satyam Cineplex, ticketutils india pvt.ltd.
Maitreya consultants, Sharayu Motors, Sahara Motors,
Cherry corporations,Clear Car Rental Pvt. Ltd, Cigma
hospital; Jetairways@Airport,Trip advisor/Kesari tours
 Jain school at Jalgaon

15. Personal Services
 Mobile Pet Grooming
 Collectibles Search
 Dry-Cleaning Pickup
& Delivery
 Graffiti Removal &
Abatement
 Golf-Club Cleaning
 Adventure Tours
 Pet Sitting
•Mystery Shopping
•Tax-Form Preparer
•Wedding-Guide
•Mobile Car-Wash and
Detailing Used-Car
•Packing and Unpacking
•Travel Management
•Limousine Service
•Seminar Promotion
•Valet Parking
• Service Window Washing

17. THANK YOU!!