Business English Reading

实用商务英语导读教案

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Chapter 7 Service and Service Management



7.1 Understanding Services



7.2 Building the Service System



7.3 Operating the Service System



7.4 Nonprofit Service Organization

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Lead In: What is Service?

 List some service businesses?

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Retailing Wholesale Businesses

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Bank Insurance

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Leisure Recreation Entertainment Hotel Tourism

Accountancy Law

7.1.1 What is Service?

Service

Economic activities; Producing time, place, form, psychological utilities Acts, deeds, performances

7.1.1 What is Service?

How Jobs in the Service Sector Increased

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120 100 80 60 40 20 0 Services Manufacturing 1980 1985 1990 1995 2000 2005

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7.1.2 Characteristics of Services Intangibility Inseparability Perishability Characteristics Of Services Variability

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7.1.2

Characteristics of Services

Intangibility of Services Inputs Customers Assets Intangible Mental Stimulus Processing

Entertainment Education Art exhibit Concerts TV programs

Information Processing

Internet services Banking Financial services Insurance Software development 2020/4/25 10

7.1.3 Service Encounters



A service encounter can be defined as any episode in which the customer comes into contact with any aspect of the organization and gets an impression of the quality of the service.

7.1.3 Service Encounters Customers Service Provider Delivery System Physical Evidence

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To satisfy the customer Service employees Equipment, supplies, processes, programs, procedures, rules, culture All the tangible aspects of a service

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7.1.4 Customers

What is a customer? A customer is the most important person in this office… in person or by mail.

A customer is not dependent on us… we are dependent on him.

A customer is not an interruption of our work… he is the purpose of it. We are not doing him a favor by serving him… he is doing us a favor by giving the opportunity to do so.

A customer is not someone to argue with or match wits with. Nobody ever won an argument with a customer.

A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.

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7.1.5 Marketing of Services Target market

LONG RUN PROFITABILITY AND GROWTH

To select the right marketing mix

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7.1.5 Marketing of Services product process price Marketing mix promotion place participants Physical evidence

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Federal Express is one of the largest express companies in the world. The pricing decisions at FedEx are made by the marketing stuff and the financial stuff. Its prices are high enough to protect company profits and at the same time within the market range.

7.2.1 Technology and Services Management

IT: Information Technology

Reasons Why IT is Used in Services

Preserving market share Avoiding risks or costs Creating flexibility Improving the internal environment Improving service quality

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Examples of Technology Use in Services

Service Industry Financial services Education Utilities and government Restaurants and food Communications Example Debit cards, electronic funds transfer, automated teller machine Multimedia presentations, electronic bulletin boards, library cataloging systems Automated one-man garbage trucks, optical mail scanners Optical checkout scanners, wireless orders from waiters to the kitchen Electronic publishing, interactive TV, voice mail, cellular phones

Hotels Wholesale/retail trade Transportation Health care Airlines Electronic check-in and checkout systems, electronic key-lock systems Electronic communication between store and supplier, bar-coded data, automated security systems Satellite-directed navigation systems Magnetic resonance imaging scanners, patient-monitoring systems Ticketless travel, computer scheduling, computer reservation systems

7.2.2 Service Delivery System Know your customers Backroom operation Develop service strategy Principles For Designing Services Customer loyalty Minimize handoffs

7.2.3 Human Resource Management Human Resource Planning

Training and Development Recruiting Selecting Rewarding Utilizing Human Resources

7.2.3 Human Resource Management Marriott International, Inc., is a leading lodging company. Its heritage can be traced to a root beer stand opened in Washington, D.C., in 1927 by J. Willard and Alice S. Marriott.

Today, Marriott International has about 3,100 lodging properties located in the United States and 65 other countries and territories.

7.2.3 Human Resource Management J. W. “Bill” Marriott CEO of Marriott International says: The cornerstone of our corporate culture has always been “Take care of your employees, and they will take care of your customers.” The philosophy of putting employees first is important, because Marriott is in the people business not just the service business.

7.2.4 Location Selection business profile dominant location factors general location criteria common mistakes

General Criteria for Location Selection

labor availability, costs, history and culture educational centers, recreational and cultural centers electric power, transportation and road networks climate, weather, geography and environmental protection state business climate, incentives and state taxes health care and welfare system suppliers and supporting service companies and communication systems population and population trends cost of living, cost of land and construction community attitudes, potential for expansion

7.2.4 Location Selection

7.3.1 Managing Demand and Supply

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One of the biggest challenges service organizations face is matching demand and supply of the service.

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7.3.1 Managing Demand and Supply A very common strategy in demand management is to offer their services through reservations or appointments.

7.3.1 Managing Demand and Supply Promotional offers and advertising are two additional tools to stimulate demand when the demand is low.

7.3.1 Managing Demand and Supply Improving working conditions Renting equipment Customer participation Managing Supply Adjusting employees

7.3.2 Service Quality and Continuous Improvement Five Dimensions for Judging Service Quality reliability responsiveness assurance empathy tangibles

7.3.2 Service Quality and Continuous Improvement A survey was conducted to research which quality dimension customers think are the most important for service organization. The result is reliability 32%, responsiveness 22%, assurance 19%, empathy 16%, tangibles 11%. Many customers thought that most service companies lack reliability.

7.3.3 Service Productivity Productivity = Output /Input Service Productivity = Output /Aggregate Labor Hours

7.3.3 Service Productivity Define the task Concentrate work on the main task Define performance Form a partnership with employees Make continuous learning become a part of organization’s culture

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7.4 Nonprofit Service Organization Public Nonprofit Service Organization Nonprofit Service Organization Private Nonprofit Service Organization

7.4.1 Public Nonprofit Service Organization White House Police Environmental Protection Agency

7.4.2 Private Nonprofit Service Organization

Greenpeace is an international non-government organization for the protection and conservation of the environment. Greenpeace uses nonviolent direct action, lobbying and research to reach its goals. In over 40 countries, Greenpeace has its national and regional offices. Its headquarters is in Amsterdam, the Netherlands. Greenpeace is an independent organization and it does not accept donations from governments or companies. It relies on individual contributions and foundation grants. Most of its members are environmentalist volunteers.

Case Study

服务机构选址 说明：下图是一家外国广告公司的总体简介，请根 据该图回答下列问题。

Case Study

 1.

服务机构宏观位置选择的总体标准有哪 些？

 2.

服务机构位置选择中起决定性作用的因 素和常见的错误有哪些？

 3.

现有一家外国广告公司计划在中国开设 分公司，请根据其公司简介（见上图）和 服务机构宏观位置选择标准，为该公司在 中国选择一个合适的地址，并说明原因。

Answers

 1.

参见

7.2.4

章节。

 2.

参见

7.2.4

章节。

 3.

因为该公司是一家数字广告公司，主要 面向

IT

产业以及一些服务行业，如酒店、 零售业；所以该公司最佳的选址应该在 大城市，服务业、高科技产业比较发达， 比如上海。

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C l i c k t o e d i t c o m p a n y s l o g a n .

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