Chapter 3: Performance Policy: PRODUCT

Question 1

What are the 5 implications of benefit policy?

Answer 1

Automation for standard services
Time-dependent variation
Simplified Complaint Simulation
Service bundling
Brand policy high importance

Question 2

What are the goals of Performance Policy?

Answer 2

Customer Satisfaction
Differentiation
Consistency
Adaptability
Brand Image Enhancement

Question 3

What are the variations of service programs?

Answer 3

Offer of additional services
Nature & Extent of involvement of external factor
Automation/Refinement of services
Time change of service process
Change of the symbolic Properties

Question 4

What are added-value services?

Answer 4

Additional services to enhance experience beyond core service

Question 5

What is Laakman’s Approach

Answer 5

Systematisation:
1) Basic value-added services
2) Differentiate vas
3) Revenue-generating vas

Question 6

In Service Variation, what is the inclusion of external factor?
What are the different strategies?

Answer 6

The degree of customer involvement in the service delivery process.

ISO performance line
Externalisation strategy
Internalisation strategy

Question 7

In Service Variation, give the + and - of Automation & Refinement?

Answer 7

Automation: + reduced costs, faster service - lack of personel touch, frustrated customers

Refinement: + increase customer satisfaction, differentiation - high costs, requires skilled employees

Question 8

What are the different types of automation technologies

Answer 8

Technology-free
Technology-assissted
Technology-facilitated
Technology-mediated
Technology-generated

Question 9

In Service Variation, what is the change of process over time?

What are the + and - ?

Answer 9

Modifying how the service is delivered => increased efficiency adapt to tech advancements

+ improved efficiency, cost reduction, enhance customer experience, competitive advantage
- high investment, customer resistance

Question 10

What is Service Mark?

Answer 10

Name, symbol, logo that represents a service

Question 11

What are brand policy objectives

Answer 11

Build brand loyalty
Differentiate the brand from competitors
Development of brand image

Question 12

What are physical marking for services

Answer 12

Uniforms
Physical environments
Product Packaging
Digital presence