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Service Package Service Characteristics
The Service package
Introduced by Fitzsimons and Fitzsimons (1999), the idea of service package defined that one service product is often bundled with goods and services. Thus will include both tangible and intangible aspect of a service that will help us to understand what is the actual content of a service that s being offered to the customer and some issues that arise in the attempt to delivering those services. Tangible aspect: simply is a benefit that comes along with the service, and we can actually see, touch, and feels it in form of goods. For instance: merchandise, souvenir or food Intangible aspect: is a benefit that can be also feels in the purchase of services, but we can t see or touch it. Common example of this form of benefit will include social statue, lifestyle or self esteem. Further, Fitzsimons break the service package into four elements: 1) Supporting facilities These are physical or material resources that used in the service to deliver their services. Often we can see that when purchasing a service most likely we enjoying the service facilities which may be related or not related to the degree of service itself. For instance, message chair in waiting room, building or quality of the infrastructure. 2) Facilitating goods This related to the materials product that consumed or purchased in the delivery of the service. Example: popcorn in Movie Theater or drugs in health care services.
because this benefit might differ from service user s expectation and perception. 4) implicit services These are the physicological benefit or a feature of the service that would be difficult to observed. or situation like only riches goes to this place The use of Service Package: by understanding the four aspect of service package it would help to clearly identify what aspect that the customer is looking for in the service. e. So the service provider could design their service s delivery system to provide those requirements for more demanded service product. Illustration: . And establish challenge competition in providing the best services.g: the absence or pain after you went from a dentist. in which comes from the essential and offered features of the service itself.g: the exclusive feeling from using Singapore airlines.3) explicit services This is the direct benefit that can be observe or attain by customer after or during their using the services. e.
for instance the same doctor and same patient will spent a different time over the same problem. Some might talk less or more. Or customer coming to the service place that might cause customer decide not attend the service consider the travel distance. Time standarization = with the difference in each customer s requairement. Manner of delivery = since the service provide must be present in the delivery of service product. Hence. Unpredictability = being face-to-face with a customer. Personal judgement = the staff of service provider will act as behalf of the entire service provider when their delivering the service to the customer.Service Characteristics 1) Simultaneity Production and consumption of service must be done at the same time and place E. sometimes to set a time standard in service might be difficult. and level of interaction is a cruical aspect to determine the service quality. and interaction with their customer. some speak different language. And also some danger that might arise threatning the staff No pre-test = when the customer is present during the delivery of service there will be no opportunity for them to pre-test the service product. the provider s attributes like behaviour. attitude. there is a high personal discreation but very cruical to customer satisfaction and overall service qualit . the service provider will face different behaviour.g: Challenge of simultaneity Distribution = difficulties for service provider to travel from one customer to another customer s location. or even different age and gendre.
conditions. location. Because we have to consider there are several factor that can influence and effecting service s provider performance like tiredness. or health. mood. circumstances. even if the same service consumer requests the same service. because each customer has a different requirement and expectation that can never be exactly repeated as the point in time. .Solution Numerous outlets Distribution Selection / Motivation Manner Assurance / Training Unpredictability Demonstration / Sample Pre-Test Goals / Target Time Standard Standardization Personal judgement 2) Heterogeneity Each interaction between customer and provider will always be different. current configurations and/or assigned resources are different for the next delivery.
Quality The challenge quality is to measure whether what we do has achieve or met the customer s requirement when there is no clear sign when the customer has achieve their maximum satisfaction. e.g: same patient that comes to barber shop wouldn t always want the same hairstyle Training When there is no clear standard on the service performance. to set the types of training that needed by staff is not an easy tasks especially when the service is related to a very large concept.g: Solution Mass customization / Self service Investment on machinery or a System Program Departmentalization Dividing the service into several specific form. information. information. -sometimes the problem arises when placing the skills.Challenge No standardization In fact that every customer is different and so their expectation.g: Design The challenge from the service design is. how we put all the differences of skills. where customer are directed to their specialized requirement. facility and features into the service. Consider the same degree of service might result in a different level of satisfaction for customer e. or features not in/for the right place.g: Survey / Direct rating system . e. It cope a very broad range of skills e. hence it would be difficult to set the standard of service performance.
and difficulties in communicated the service benefit to mass customer. heard. Advertise customer experience and feedback or guarantee the success of the service itself c) Measurement How do we measure how funny the comedy is? Specification Established survey or market research how to measure and improve service quality d) Subjectivity In term of quality. Creates a strong branding image . uniform or facility (unique furniture) b) Marketing What should we advertised when there is no real evidence of service. felt. New or existing service can be easily copied. there is no copyright or be patented. touched or smelled before it is bought. Therefore. tasted. Since there is no absolute guarantee on what customer will get. and so the service s facility and reputation. they cannot be seen. Creating tangible clues that can be patterned. like the use of logo.3) Intangibility In term of intangibility of service characteristic refers to that a service product unlike goods. customer will rely on experience to perceive the service quality. Challenge: a) Lack of protection by pattern Since there is no real/actual tangible form of service. so it is difficult for consumers to tell in advance what they will be getting. the service perceived subjectively based on whose view if correct.
For instance.4) Perishability Service in time-bound . Challenge and solution over perishability : a) No stock Capacity sharing b) Capacity management: fluctuation over supply-demand Part time job to anticipate higher demand low supply Event or non peak demand strategy to anticipate low demand high supply c) Lost over unused capacity Creative pricing strategy (early bid & discount coupon) . which means unused capacity cannot be stored or saved for future sale or use. empty seat after the airplane take off or a consultant with no project.
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