SERVICE CLASSIFICATION

Types of service (contact)

 Who or what is the direct recipient of the service?
Nature of the
service act People Possessions
Services directed at Services directed
Tangible people(People at goods and
actions processing) possessions
(Possession
Healthcare processing)
Beauty salon
Transportation Freight
Restaurants transportation,
repair
SERVICE Maintenance
Dry cleaning
Intangible
actions FACTORIES
Services directed at `(Information
peoples mind (Mental processing)
stimulus)
Banking
Education/News/professional MR
advice Tax
Theaters Insurance
http://www.cria.co.in/
 Broadly 4 types
People Processing
Possession Processing
Mental Stimulus Processing
Information Processing
 People Processing
Customers must physically enter the
system. spend time actively cooperating
with the service operation.
Level of involvement can vary.
Managers must think about processes /
outputs in terms of what happens to
customers or what benefits are created.
Identify non-financial costs, time, mental
and physical effort, fear, and pain etc...
 Possession Processing
Working to tight deadlines to restore customers
possessions to good working order.
People are less physically involved and no real
need for them to enter the service; often
limited to requesting the service; explaining the
problem or paying the bill only.
The output in each instance, whether, installing
software or repairing car etc. should be a
satisfactory solution to a stated problem.
Mental Stimulus Processing
Services that interact with peoples
mind .
Recipients may/may not necessarily
be physically present in a service .

Information based content can be

converted to digital bits , recorded or
transformed into manufactured
products and sold.
 Information Processing
Most intangible form of service output.
Customer involvement determined more
by tradition or personal desire to meet face
to face and not by the needs of the
operational process.
Customer / Supplier learn each others
needs, capabilities and personalities by
personal meetings, however this
relationship can also be build / sustained
on trust or telephonic contact
 Technology in Service
Encounter-SST
Telephone/IVR Internet Interactive Video/CD
Customer kiosks
goal Telephone Package ATMs
banking Flight tracking Hotel checkout
iformation Information
CS Order status Account
information
Telephone Retail Pay at pump
banking purchase Hotel check out
Transact Prescription Fin Car rentals
ions refills transactions
Telephone Internet Tourist info Tax prep
information search Blood pressure software
machine TV/CD
Self help
based
training
 What does SSTs achieve
Cost
Satisfaction
Reach
 The Five Dimensions of
Service Quality

Reliability Ability to perform the promised service

dependably and accurately.

Assurance Knowledge and courtesy of employees

and their ability to inspire trust and
confidence.

Tangibles Physical facilities, equipment, and

appearance of personnel.

Empathy Caring, individualized attention the firm

provides its customers.

sponsiveness Willingness to help customers and

provide prompt service.
 SERVQUAL Attributes
RELIABILITY EMPATHY
Providing service as promised Giving customers individual

Dependability in handling attention

customers service problems
Performing services right the
first time
Providing services at the
promised time
RESPONSIVENESS
Maintaining error-free records
Keeping customers informed as to
when services will be performed
Prompt service to customers
Willingness to help customers
Readiness to respond to
customers requests
ASSURANCE
Employees who instill confidence in customers
Making customers feel safe in their transactions
Employees who are consistently courteous
Employees who have the knowledge to answer customer
questions
Employees who deal with customers
in a caring fashion
Having the customers best interest
at heart
Employees who understand the
needs of their customers
TANGIBLES
Convenient business hours
Modern equipment
Visually appealing facilities
Employees who have a neat,
professional appearance
Visually appealing materials
associated with the service
DIMENSIONS of SERVQUAL
 MOMENTS OF TRUTH
occurs any time the customer interacts with the
firm.

Can determine SERVICE QUALITY

types of encounters:
remote encounters, phone encounters, face-to-face
encounters

is an opportunity to:
build trust
reinforce quality
build brand identity
increase loyalty
 A Service Encounter
Cascade for an Industrial Purchase

Sales
Sales Call
Call

Delivery
Delivery and
and Installation
Installation

Servicing
Servicing

Ordering
Ordering Supplies
Supplies
Billing
Billing
 Evidence of Service from the
Customers Point of View

Contact
employees
Operational Customer
him/herself
flow of activities People Other customers
Steps in
process
Flexibility vs.
standard
Physical Tangible
Technology vs. Process communication
human Evidence
Servicescape
Guarantees
Technology

Source: From Managing the Evidence of Service by M. J. Bitner from The Service Quality
Website
Handbook, eds. E. E. Scheuing and W. F. Christopher (1993), pp. 358-70.