Taxonomy for process

design
Based on divergence
• Services are broadly divided into low divergence (i.e., standardized
service) and high divergence (i.e., customized service).
• A standardized service (i.e., low divergence) is designed for high
volumes with a narrowly defined and focused service. The tasks are
routine and require a workforce with relatively low levels of technical
skills.
•  For customized services (i.e., high divergence), more flexibility and
judgment are required to perform the service tasks. In addition, more
information is exchanged between the customer and the service
worker.
Based on Object of the Service Process
• When goods are processed, a distinction must be made between goods
that belong to the customer and goods that are provided by the service
firm (i.e., facilitating goods ).
•  Other services such as restaurants supply facilitating goods as a
significant part of the service package. Therefore, appropriate stock levels
and the quality of these facilitating goods become a concern, as
illustrated by McDonald’s attention to the purchase of food items.
• Processing people involves physical changes (e.g., a haircut or a surgical
operation) or geographic changes (e.g., a bus ride or a car rental).
Because of the “high-touch” nature of these services, workers must
possess interpersonal as well as technical skills.
Based on type of customer contact
• Customer contact with the service delivery system can occur in three basic
ways. First, the customer can be physically present and interact directly with
the service providers in the creation of the service. 
• In this instance, the customer has full sensory awareness of the service
surroundings. Second, the contact may be indirect and occur via the Internet
from the customer’s home or office. Third, some service activities can be
performed with no customer contact at all.
• Banking provides an example where all three options occur.
• Direct customer contact is subdivided into two categories: no interaction
with service workers (i.e., self-service) and customer interaction with service
workers.