Study week 6 Service Operations Management

Question 1

Unique characteristics of services - IHIP

Answer 1

Intangibility: Services are performances rather than objects
Heterogeneity: Performances vary from producer to producer
Inseparability of production and consumption: Because quality occurs in interaction during service delivery
Perishability: services cannot be stocked

Question 2

Value chain

Answer 2

Linked repeatable process

Suitable for standardization

Question 3

Value shop

Answer 3

Customised solutions to individual problems

Professionals and cross professional teams

Question 4

value network

Answer 4

• Facilitating services by support from different actors

- Standardised system, customised content

Question 5

goods-centered logic

Answer 5

• Focus on tangible resources and transactions
• The customer - Receiver of value
• “value” determined by the producer (embedded value)

Question 6

Service-centered logic

Answer 6

• Focus on intangible resources and relations
• The customer - a creator of value
• “value” is perceived and determined by the customer in her/his broader life situation

Question 7

Trends for Servitization

Answer 7

Value change
Green & resource scarcity 
health and ageing 
globalisation & need for community 
Poverty, Inequality & social exclusion

Question 8

Drivers of servitization

Answer 8

Loyalty (“lock-in”)
competition
Access to opportunities in “use-phase”
Capitalise on product knowledge

Question 9

Key concepts in service development

Answer 9

Customer process
Prerequisites
Customer outcome

Question 10

Service logic: Traditional view

Answer 10

Provider offers a product or service that carries value in itself to the customer –> value-in-exchange

Question 11

Service logic: service logic

Answer 11

Provider can only offer value propositions (potential value) that may support or complement value that is created, or realised, in the customer’s process –> value-in-use

Question 12

Value co-creation

Answer 12

co-creation indicates two-way value creation
-the provider learns about the customer’s value creation process and can adapt the value offering

• the customer can actively participate in developing the value offering through feedback, co-production , co-innovate….

Question 13

SERVQUAL

Answer 13

Where service quality is viewed as a gap between

• the excepted level of services, and
• the experienced level; customer perception

Question 14

SERVQUAL is decomposed in five dimensions

Answer 14

Reliability - ability to perform the promised service

Assurance - knowledge and courtesy of employees and the ability to convey trust and confidence

Tangibles - appearance of physical facilitates, equipment, personnel and communication materials

Empathy - the provision of caring, individualised attention to the customer

Responsiveness - willingness to help customers and to provide prompt services