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