Professional Documents
Culture Documents
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 1
Overview of Chapter 8
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 2
Flowcharting
Service Delivery
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 3
Flowcharting Service Delivery
Helps to Clarify Product Elements
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 4
Simple Flowchart for Delivery of a
People-Processing Service (Fig. 8.2a)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 5
Simple Flowchart for Delivery of a
Possession-Processing Service (Fig. 8.2b)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 6
Simple Flowchart for Delivery of a Mental
Stimulus Processing Service (Fig. 8.2c)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 7
Simple Flowchart for Delivery of an
Information-Processing Service (Fig. 8.2d)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 8
Blueprinting Services to
Create Valued
Experiences and
Productive Operations
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 9
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
= Distinguish between “frontstage” and “backstage”
= Clarify interactions between customers and staff, and
support by backstage activities and systems
= Identify potential fail points; take preventive measures;
prepare contingency
= Pinpoint stages in the process where customer
commonly have to wait
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 10
Key Components of a Service Blueprint
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 11
Blueprinting the Restaurant Experience: Act 1
(Fig. 8.8)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 12
Service Blueprint for an
Installment Lending Operation
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 13
Blueprinting The Restaurant Experience: A
Three-Act Performance
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 14
Improving Reliability of Processes by
Failure Proofing
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 15
Service Process
Redesign
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 16
Why Redesign? (1)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 17
Why Redesign? (2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 18
Process Redesign: Approaches and
Potential Benefits (1)
= Shifting to self-service
� Increase in productivity and service quality
� Lower costs
� Enhance technology reputation
� Differentiates company
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 19
Process Redesign: Approaches and
Potential Benefits (2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 20
Process Redesign: Approaches and
Potential Benefits (3)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 21
The Customer as
Co-producer
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 22
Levels of Customer Participation (1)
= Customer Participation
� Actions and resources supplied by customers during service
production and/or delivery
� Includes mental, physical, and even emotional inputs
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 23
Levels of Customer Participation (2)
= 3 levels
� Low – Employees and systems do all the work
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 24
Customers as Partial Employees
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 25
Self-Service
Technologies
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 26
Self-Service Technologies (SSTs)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 27
Psychological Factors Related to the use of SSTs
= SSTs advantages
� Time savings
� Cost savings
� Flexibility
� Convenience of location
� Greater control over service delivery
� High perceived level of customization
= SSTs disadvantages
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 28
What Aspects Of SSTs Please Or Annoy
Customers? (1)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 29
What Aspects Of SSTs Please Or Annoy
Customers? (2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 30
Putting SSTs to Test by
Asking a Few Simple Questions
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 31
Summary for Chapter 8 – Designing and
Managing Service Processes (1)
= Flowcharting helps clarify delivery elements. It also shows how
nature of customer involvement with service organizations varies
by type of service
= Service blueprinting can be used to design a service and create a
satisfying experience for customers. Key components of the
blueprint include
� Definition of standards for each front-stage activity
� Physical and other evidence for front-stage activities
� Principal customer actions
� Line of interaction
� Front-stage actions by customer-contact personnel
� Line of visibility
� Backstage actions by customer-contact personnel
� Support processes involving other service personnel
� Support processes involving information technology
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 32
Summary for Chapter 8 – Designing and
Managing Service Processes (2)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 33
Summary for Chapter 8 – Designing and
Managing Service Processes (3)
Slide © by Lovelock, Wirtz and Chew 2009 Essentials of Services Marketing Chapter 1 - Page 34