Services

Question 1

Bitner et al.

Answer 1

2008: A service is “an interface with a customer, through technology or interpersonal interactions” - process nature, customer focused. Service blueprinting.

Question 2

Vargo & Lusch

Answer 2

2004: A service is “the application of specialised competences…for the benefit of another entity” - new dominant logic with intangible operant resources producing effects

Hard to define!

Question 3

Levitt

Answer 3

1972: Production line approach to services - will improve quality and efficiency - e.g. McDonald’s

“Everyone’s in service”

• Even products have services attached - e.g. Rolls Royce engines*
• E.g. Yo Sushi - food on a conveyor belt - operations dictates the marketing*

Question 4

Heskett et al.

Answer 4

1994: The Service-Profit Chain

• profit
• customer loyalty
• customer satisfaction
• value of service
• satisfied employees
• support services
• leadership
• How robust are the links in the chain? What are the assumptions? Surely a lot of it is common sense?*
• E.g. McDonald’s don’t treat employees well*

Question 5

Sutton & Rafaelli

Answer 5

1998: Genuine emotional display in stores. Long and short transactions; role of scripts.

Supports the service-profit chain

Question 6

Normann

Answer 6

1991: Service Management Model

• Culture
• Market segment - where to target
• Service image
• Service concept - benefits to customer
• Service delivery system
• Compare with Service-Profit Chain*
• E.g. PSFs - don’t market their services, just their reputation - WoM marketing, dictated by service quality / customer experience*

Question 7

Frei (2)

Answer 7

2008: The Service Model

• Offering
• Funding mechanism
• Employee management system
• Customer management system - fourth dimension of the customer

Question 8

Frei (1)

Answer 8

2006: Customers create variability. Must either accomodate (e.g. self-service, eBay) or reduce it (e.g. Starbucks ordering)

• Did the Internet improve the flexibility/efficiency trade-off? Self-service, less queueing, can deliver anywhere*
• McDonald’s is efficient but could become more so*

Question 9

Meuter et al.

Answer 9

2000: Satisfaction and dissatisfaction with SSTs - produced by customer but they never blame themselves, and complain interpersonally

SSTs are efficient but inflexible - what about irregular requests?

Question 10

Pine & Gilmore

Answer 10

1998: The experience economy - goods are props, experiences exist in the mind of the individual

Can you have mass customisation in services? Not long term - fall back into commoditised, e.g. ice cream on a plane / in-flight entertainment