1.2 Insights into service operations management: a research agenda - Roth Flashcards
service encounters
the customer contact points at which the customers meet and interact with the service provider
‘moments of truth’
customer contact points with the service where the customers experience the delivered services and form evaluative judgments that influence their overall satisfaction, intentions to repurchase, and loyalty
target markets
segment potential customers into groups based on common attributes or characteristics
SOM scholars tend to segment customers based on operational attributes
service concept
the total bundle of goods and services sold to the customer and the relative importance of each component to the customer
the total service concept
a multidimensional construct that embodies the totality of the service elements that are either important to target customers or are purchased by them
the intended service concept
the product bundle that is planned to be offered to targeted customer segments
the realized service concept
the service concept that is actually perceived in the mind of the customer or purchased by the customer
three major interrelated and dynamic components of service delivery systems
- strategic service design choices
- service delivery system execution, renewal, and assessment
- customer perceived value of the total service concept
structural design choices
involve key decisions concerning the physical aspects of the delivery system
cover the facilities, technology and equipment, and capacity
decisions based on the ‘focus’ of customer contact touchpoints
brick and mortar
an organization with a physical presence in a building
infrastructural design choices
decisions related to the programs, policies, and behavioral aspects of service strategy
generally long term in nature
synergistic in that they represent strategic ‘complementarities’ (the value of one choice is enhanced by the presence of other choices)
integration design choices
revolve around the issues of external integration, internal integration, and adaptive mechanisms
external integration
deals with the service supply chain relationships developed with upstream suppliers and downstream users of the service
internal integration
deals with the strategic fit between operational and business performance, between different functional areas, and between structural and infrastructural choices
adaptive mechanisms
focus on the intellectual assets critical to the delivery of services (people, system knowledge, learning)
