1. Services = ”Product” (=> Abstract + Concrete) Services => …to make it “easy” for the Customer…

2. Services = ”Product” (=> Abstract + Concrete) Services => …to make it “easy” for the Customer… …we encounter Services everywhere… …we are surrounded by Services… - without actually noticing them Services = “Product” => Concrete + Abstract (What is the Abstract component in these pictures ?)

3. Services = ”Product” (=>Concrete + Abstract) co-operation process ”Services” is a co-operation process where both the Seller & the Buyer participate Temporal process : 1)…build-up of customer expectations… (how do you control / know? 80/20 …high / ”normal” / low…) 2) ”Physical” (e.g. P-2-P) contact, roles start to develop (…compare : dogs ) 3) Acceptance of the roles… (…w/o understanding - accepting a role…) 4) Performance of activities (…in co-operation…) 5) End phase, …getting apart… 6) …temporal continuum… Services => …to make it “easy” for the Customer…

5. Services = ”Product” (=> Concrete + Abstract) ”Services” is a co-operation process where both the Seller & the Buyer participate Co-operation => Interaction => & L eadership CUSTOMER & styles of participation Situation at the beginning of the co-operation process : Customer is “fearful”, (s)he feels uneasy (…mismatch of “products”…) => Inform what is happening / going to happen (in the serviceprocess), and - what the Customer is expected to do. The Customer should feel that (s)he IS IN CONTROL of the process => “safety” How do you inform the Customer what (s)he is expected to do ? …earlier experiences, …signs, …written material, …lay-out of premises, …P-2-P contact… …however… …(s)he wants to be …lead… (…make it “easy”…) Distribution of work activities, - who does what /w/h… ?

6. CUSTOMER & styles of participation in Services Services are a co-operation process where both the seller and buyer participate. The tough question concerns division of tasks to be performed, and - leadership. You are responsible for smooth interaction. 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, History… …participation is often entangled with emotions…

7. Services = ”Product” (=> Concrete + Abstract) Characteristics of good services : 1) Credibility2) Prof skills => task & personal 3) Thrustworthiness, attitude & behviour4) Willingness to serve 5) Reach ability 6) Frendliness, caring 7) Communication, interaction8) Safety 9) ”Understanding” the Customer10) Material support (…back-stage) 11) Easyness of Customer participation12) ”Correcting” procedures 13) Control of C expectations, experiencies14) Control of C participation 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 ! 15) Control of the participation of the other Customers …emotions…