Marketing services individual assignment:
The assignment requires you to observe the physical environment, process and people that are new 3 Ps. The assignment involves of your experiences with a service provider. The course material includes 3Ps and dimension of service quality.
ADM 4321 – SERVICES MARKETING
You are not permitted to do any service provided by the University of Ottawa, or any service that maybe objectionable, unethical or illegal.
Requirment:
ADM 4321 – SERVICES MARKETING
The assignment involves the recording of your experiences with a service provider. While virtually any service provider is fine; students are not permitted to do any service provided by the University of Ottawa, or any service that maybe objectionable, unethical or illegal.
The assignment requires you to observe the physical environment, process and people, and identify your cognitive, affective, and behavioural responses. Demonstrate your understanding of the new 3 Ps of services marketing by exploring what you think, feel or do in response to these three service stimuli. There should be evidence of direct cause and effect relationships in the explanation. Relevant course concepts and models should be investigated and interpreted within this scenario to make analytical conclusions regarding service quality. You should construct original exhibits to support or demonstrate the analytical conclusion.
Service requirement: Airlines.
ADM 4321 – SERVICES MARKETING
Papers will be four single-spaced pages with a 12-point font. Any number of exhibits maybe added and should be referenced in the four pages.
Chapter 8 Outline
8.1
8.2
8.3
8.4
8.5
1
Flowcharting Service Delivery
Blueprinting Service Processes
Service Process Redesign
Customer as Co-Creators
Self-Service Technologies
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8.1 Flowcharting Service Delivery
Insights from Flowcharting
?
Technique for displaying the sequence of the different steps in
delivery service to customers
?
Offers way to understand total customer service experience
?
Shows how the nature of customer involvement with service
organizations varies by type of service:
?
?
Possession processing
?
Mental Stimulus processing
?
2
People processing
Information processing
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8.1 Flowcharting Service Delivery
Simple Flowchart for Delivery of a People-Processing Service
(Figure 8.1a)
3
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8.1 Flowcharting Service Delivery
Simple Flowchart for Delivery of a Possession-Processing
Service (Figure 8.1b)
4
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8.1 Flowcharting Service Delivery
Simple Flowchart for Delivery of a Mental Stimulus Processing
Service (Figure 8.1c)
5
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8.1 Flowcharting Service Delivery
Simple Flowchart for Delivery of a Information-Processing
Service (Figure 8.1d)
6
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8.2 Blueprinting Service Processes
Blueprinting
?
Developing a Blueprint
–
?
Identify key activities in creating and delivering service
Define ?big picture? before ?drilling down? to obtain a higher level
of detail
Advantages of Blueprinting
–
Clarify interactions between customers and staff, and support by
backstage activities and systems
–
Identify potential fail points; take preventive measures; prepare
contingency
–
7
Distinguish between ?frontstage? and ?backstage?
Pinpoint stages where customers commonly have to wait
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8.2 Blueprinting Service Processes
Key Components of a Service Blueprint
1.
2.
Specify physical evidence
3.
Identify main customer actions
4.
Line of interaction (customers and front-stage personnel)
5.
Frontstage actions by customer-contact personnel
6.
Line of visibility (between front stage and backstage)
7.
Backstage actions by customer contact personnel
8.
Support processes involving other service personnel
9.
8
Define standards for front-stage activities
Support processes involving IT
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8.2 Blueprinting Service Processes
Blueprinting the Restaurant Experience: Act 1
9
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(Figure 8.5)
8.2 Blueprinting Service Processes
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8.2 Blueprinting Service Processes
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8.2 Blueprinting Service Processes
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8.3 Service Process Redesign
Why Redesign?
?
Changes in external environment make existing practices obsolete
and require redesign of underlying processes
? Creation of brand-new processes to stay relevant
?
Internal erosion
? Deterioration of internal processes, creeping bureaucracy, and
evolution of spurious standards, as seen by:
?
Extensive information exchange
?
Data that is not useful
?
High ratio of checking or control activities to value-adding activities
?
Increased exception processing
?
Customer complaints about inconvenient and unnecessary procedures
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8.3 Service Process Redesign
Process Redesign: Approaches and Potential Benefits
?
Examining service blueprint with key stakeholders
?
Eliminating non-value-adding steps
? Simplify front-end and back-end processes with goal of focusing
on benefit-producing part of service encounter
? Get rid of non-value adding steps
? Improve productivity and customer satisfaction
?
Shifting to self-service
? Increase in productivity and service quality
? Lower costs
? Enhance technology reputation
? Differentiates company
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8.4 The Customer as Co-Creators
Levels of Customer Participation
?
Participation is the action and resources provided by the customer
including physical, cognitive, and emotional involvement.
Low ? Employees and systems do all the work
?
?
Often involves standardized service
Medium ? Customer helps firm create and deliver service
o
Provide needed information and instructions
o
Make some personal effort; share physical possessions
High ? Customer works with provider to co-produce the service
?
Service is not created without customer?s active participation
?
Customer can jeopardize quality of service outcome
weight loss, marriage counseling)
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(e.g.,
8.5 Self-Service Technologies
Self-Service Technologies (SSTs)
?
Ultimate form of customer involvement
?
?
Customer?s time and effort replace those of employees
?
?
Customers undertake specific activities using facilities or systems
provided by service supplier
e.g. Internet-based services, ATMs, self-service gasoline pumps
Information-based services can easily be offered using SSTs
?
?
?
Used in supplementary services and delivery of core product
e.g. eBay ? no human auctioneer between sellers and buyers
Companies seek to encourage customers to serve themselves using
Internet-based self-service
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8.5 Self-Service Technologies
What Aspects Of SSTs Please Or Annoy Customers?
?
People love SSTs when?
?
?
?
SST machines are conveniently located and accessible 24/7?
often as close as nearest computer!
Obtaining detailed information and completing transactions can
be done faster than through face-to-face or telephone contact
People hate SSTs when?
?
SSTs fail ? system is down, PIN numbers not accepted, etc
?
Poorly designed technologies that make service processes
difficult to understand and use
?
They mess up – forgetting passwords; failing to provide
information as requested; simply hitting wrong buttons
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