Services = Product (=> Goods + Services) Temporal process :

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Presentation transcript:

Services = Product (=> Goods + Services) Temporal process : ”Services” is a co-operation process where both the Seller & the Buyer participate Co-operation => Interaction Temporal process : 1) …build-up of customer expectations… 2) Personal contact, …roles start to develop (compare : dogs) 3) Acceptance of the roles 4) Performance of activities (…co-operation) 5) End phase, …getting apart… 6) …temporal continuum…

Services = Product (=> Goods + Services) ”Services” is a co-operation process where both the Seller & the Buyer participate Co-operation => Interaction Distribution of work activities, - who does what ? & Leadership Customer is uneasy, “fearful”. => Inform what is happening (in the serviceprocess), and what (s)he is expected to do. How do you inform the Customer what (s)he is expected to do ? Signs, …written material, …lay-out of premises, …person-to-person contact… The Customer should feel that (s)he is in control, => safety. …(s)he wants to be …lead. Change abstract into “concrete”, …material => something understandable. CUSTOMER & styles of participation

Services & styles of Customer Participation 1. Specifier - specifies the services (s)he wants… …production & co-operation… 2. Developer - gives suggestions of how to improve the services, and participates in the R&D and production work 3. Controller - controls / supervises the quality of the services (s)he receives 4. Producer - at the extreme, the only person in the service production 5. Consumer - uses the services all through the production process 6. Promoter - often the best salesperson of the service producing organization Active - Passive, …Aggressive, Social, Dominating, Supportive, Driven by special interests… Participation is often rather loaded with EMOTIONS

Services = Product (=> Goods + Services) Characteristics of good services : 1) Credibility 2) Prof skills => task & personal 3) Thrustworthiness, attitude & behviour 4) Willingness to serve 5) Reach ability 6) Frendliness, caring 7) Communication, interaction 8) Safety 9) ”Understanding” the Customer 10) Material support (…back-stage) 11) Easyness of Customer participation 12) ”Correcting” procedures 13) Control of C expectations, experiencies 14) Control of C participation 15) Control of the participation of the other Customers Quality is what the Customer experiences all through the process. The Customer evaluates constantly the outcome, - down to the smallest detail of the process. Devil lurks behind the tiny details !