lecture 3 Flashcards
1
Q
manufacturing vs service Input/Output model
A
- manufacturing
suppliers (inputs) –> production process (output) –> customers - service
suppliers (inputs) –> production process (output) –> customers (customer-supplied inputs) –> production process
2
Q
basic difference between service and manufacturing
A
- tangibility is not the only difference between service and manufacturing
- service requires inputs from and/or involves interaction with customers
- customer-supplied inputs : their information, their belongings, and themselves
3
Q
3 differences between services and manufacturing
A
- customization
- standardization
- cannot easily be inventoried
- uses inventory to balance supply and demand
- low barrier to entry
- high barrier to entry (investment in facilities)
4
Q
service
A
- time-perishable (only available for a short time), idle capacity (there will be a service that is unused because the stock will usually be more than the demand) –> opportunity cost
- intangible experience, customers act as a co-producer (customization)
- service enterprises facilitate the production and distribution of goods, support other firms in meeting their goals, and add value to our lives
5
Q
designing service organizations
A
- services cannot be inventoried –> must meet demands as it arises
- capacity is a dominant issue –> what capacity should i aim for? –> too much = exceed the cost, too little = less customer
- lacks legal protection
- marketing can adjust the demand
- waiting lines can help with the capacity –> queing model
- service offerings can be changed virtually overnight
6
Q
service packages
A
a bundle of goods and services with information provided in some environment
7
Q
5 components of service packages
A
- supporting facilities –> physical resources must be in place before the service can be sold (theather)
- facilitating goods –> goods consumed by the customers/items provided by the provider (medical equipment for clinic)
- information –> information provided by the customers (medical record of customers)
- explicit services –> benefits that are readily observed by the 5 senses (tooth pain after check up)
- implicit services –> psychological benefits that the customer can sense only vaguely (friendly doctor)
8
Q
type of service encounters
A
- mail contact
- internet and on-site technology
- phone contact
- face-to-face loose specs
- face-to-face tight specs
- face-to-face total customization
9
Q
service blueprinting
A
developing new services based on subjective ideas involving costly trial and errors to translate the concept into reality
10
Q
service blueprint definition
A
is a visual diagram of a service delivery system, which is an effective way to describe the service delivery process
11
Q
service blueprint elements
A
- the line of visibility saparates activities of the front office from the back office
- service marketing is critical for the front office where sales opportunity is emphasized
- service operations management is critical for the back office where operation efficiency is emphasized
- managers can identify potential fail points (fail points will appear in onstage/backstage contact person and support processes)
12
Q
service blueprint components
A
- physical evidence : all the tangibles the customers see/collect
- customer actions : every actions that the customer does
line of interaction (separates the customer from the service provider) - front office (onstage contact person) : employee activities with face-to-face customer interactions
line of visibility (separates the front office from the back office) - back office (backstage contact person) : invisible interaction with the customers
line of internal interactions (separates the activities with customer contact and without customer contact) - support processes : all activities necessary for the service, without direct customer interaction
