College aantekeningen
Class notes Service Operations
- Instelling
- Rijksuniversiteit Groningen (RuG)
Detailed summary of all lectures of Service Operations, including important tables and graphs
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Voorbeeld 2 van de 10 pagina's
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Voorbeeld van de inhoud
Introduction 02-09-2019Service: information, solution, emotion, knowledge, transport, activity.
Degree of intangibility
Customer participation
Simultaneously, intangibility, perishability, etc.
Service characteristics influence the design of any service delivery system process, use of methods.
Types of services (project):
1. Access-based services: e.g. SwapFiets
2. Financial services
3. Distribution services: transport, wholesale
4. Business services
5. Self-services: supermarket, etc.
6. Infrastructure services
7. Public services
Creating a customer experience becomes more and more important (e.g. Hudsons Bay). Thinking
about the different stages in a process: anticipation, arrival, experience, departure and savouring (e.g.
DisneyLand) smooth journey.
Servitization: selling services instead of products (e.g. Philips selling light instead of lamps)
integrated solutions provider: service as thé business.
Service triad: agreement between buyer and supplier, but the supplier delivers directly to the customer
(driehoek), e.g. youth care in the municipality.
Conditions for outsourcing
The role of the buyer
These networks can be single directional, bi-directional or even more.
Tutorial: service strategy triad (article 1)
1. Service concept: product bundle
o Explicit service + implicit service = what is delivered
o Facilitating goods + supporting facilities + information = resources needed to deliver.
2. Target market
3. Service encounters: moments where service provider and customer meet and interact
(moments of truth).
o Customer journey: sequence of activities from a customer perspective (primary
process).
o Type of channels for service delivery and interaction (e.g. online/offline).
o Role of customers (e.g. self-service).
o Interaction: level of intensity
Sequential: one-by-one steps = eenzijdig.
Reciprocal: wederkerig
o Heterogeneity or personalisation
4. Service delivery system design choices
o Structural: e.g. high tech technology, data analysis.
o Infrastructural: e.g. managing professionals, seamless processes
o Integration: e.g. cooperation with brands.
Gronroos Circle to describe service concept:
1. Inner circle: what to deliver
o Facilitating services: things the organization use to make sure customers can use the
core service (e.g. lecture hall).
, o Supporting services: not the reason why you go to that company, but they increase the
experience of the service.
2. Second circle: how to deliver
o Accessibility of the service: opening hours,
website, etc.
o Customer participation: what the customer role is
in the service process.
o Interaction: communication channels to the
customer (online/offline).
3. How people experience the service is also depended on
local image, word-of-mouth communication, corporate
image, etc.
If the core service is inappropriate, then all the other things cannot
make that up. The rest can only upgrade the service.
Feedback Tutorial 1:
Describe what is delivered take the core service at home.
Digital services 09-09-2019
Managerial issues in a digital service world:
1. Omni-channel design of the service encounter what kind of channels do organizations
adopt to interact and deliver their services?
o Customers prefer to choose their own channel, switch between channels and choose
their own mix of channels.
o Performance of omni-channel experience: seamless, consistent and reliable.
o Logistics performance elements are included in people’s decision making process.
o Offering many channels has high coordination costs, but delivers a great experience to
the customer challenging.
Organizations have to provide a fully integrated experience! Coordination across channels and
across different customer journey and product flow stages is essential expensive.
Channel redundancy: different channels can be used in the different process steps
Channel combination: each combination of channel-use is possible, in-process-switching
between channels (allowed/not allowed).
- Afbeelding!
Interaction between channels (marketing perspective)
o Cannibalization: a channel cannibalizes the sales of the concurrent channels.
o Synergy: a higher effectiveness of a channel due to the use of another channel.
o Trends: channel become more blurred in the eyes on customers; more personalization.
Required coordination and maintenance costs of multiple channels (operations perspective)
o More channels: higher maintenance costs.
o More channels: more uncertainty, harder to predict process route, and so more
coordination costs
o More intricacy between process stages: more coordination costs if customers switch.
Choice of design depends on strategy, type of product and customer preferences!
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