1、1o Productive is all labour which fixes and realises itself in a particular subject or vendible commodity.unproductive is all labour which generally perish in the very instant of their performance.(Adam Smith,1776)2Part OneTHE NATURE OF SERVICESPart ThreeHUMAN RESOURCES INSERVICEORGANIZATIONSPart Tw
2、oCUSTOMER LOGICPart FourOPERATIONS MANAGEMENT INSERVICE ORGANIZATIONSPart FiveAN INTEGRATED APPROACH3The nature of services1.Services are becoming more and more important in the economy of the countries all over the word.2.Explain the main charateristics that distinguish services from goods.3.Servic
3、e classifications and their practical relevance.4Part TwoCUSTOMER LOGICo 4 Relationship marketingo 5 Promoting serviceso 6 Pricing serviceso 7 Customer satisfaction and complaint managemento 8 Service guarantees and service-level agreements5Part ThreeHUMAN RESOURCES IN SERVICE ORGANIZATIONSo 9 The r
4、ole of human resource practices in service organizationso 10 Competencies and service organizationso 11 Collaboration:integrating work and learningo 12 The role of empowerment in service organizationso 13 Role stress among front-line employees 6Part FourOPERATIONS MANAGEMENT INSERVICE ORGANIZATIONSo
5、 14 Service process design and managemento 15 Capacity managemento 16 Facilities managemento 17 IT developments and their impact on services7Part FiveAN INTEGRATED APPROACHo 18 Performance measurement systems in service firmso 19 Managing innovation in a service Environment o 20 Managing services ac
6、ross national boundarieso 21 Defining a service strategy 8Services Management:An Integrated ApproachThis book originated out of continuous discussions and research efforts The first point of discussion is the notion of services and service management.o All too often one is tempted to take well-estab
7、lished insights and know-how comingfrom manufacturing environments and apply them to services.9services do have some characteristicsIntangibility poses specific challenges to the communication and marketing effort;simultaneity i.e.the presence of the customer during the service delivery process impl
8、ies a direct link between employees feelings and behaviour and customers perceptions of service quality;10the perishable nature of service service has serious implications for managing the service delivery system and the available capacity.11Second,services are processes.o They require an integrated
9、 and concerted approach;the operational service delivery system,employees and customers all need to be attuned to deliver value in a seamless way.12o This awareness of the specific nature of services and,hence inspired several companies,together with the Vlerick Leuven Ghent Management School,to est
10、ablish a forum that allowed for exploration and in-depth discussion of the specific nature of service management.13o The centre followed a multidisciplinary approach from the start;people with an engineering,marketing or organizational behaviour background have been involved,and both academics and p
11、ractitioners have collaborated in the discussions.14Over the past years,workshops have beenorganized covering themes such as customer satisfaction,information technology,empowerment,the service profit chain,innovation,performance management,capacity management and waiting lines,to name just a few.In
12、-depth case studies and survey research have also been part of these exploration efforts.15o During these years of working together it became clear that services need to be approached in an integrated way:the operational service delivery system,employees competencies,behavior and feelings,and custom
13、er needs and preferences all16need to be balanced,resulting in a configuration that eventually will lead to value creation and benefits for all stakeholders involved.In the light of this approach we have established the structure of this book as follows.17o In the first part,we explore the nature an
14、d importance of services in todays economies.This will lead to the development of a first guiding framework the service concept and the delineation of its constituting elements(Chapters 1 and2).18o Moreover,we will argue that the notion of services and hence of service management,is becoming an impo
15、rtant issue for manufacturing companies as well(Chapter 3).19oNext we focus on customers.We will look at the crucial relationships betweenocustomer satisfaction,customer loyalty and eventual profitability(Chapter 4);odiscuss ways of measuring customer satisfaction and improving it by means ofocompla
16、int management and the introduction of service level agreements andoguarantees(Chapters 7 and 8).Promoting and pricing services will also beoconsidered(Chapters 5 and 6).20oEmployees play a decisive role in delivering service quality.Therefore,in the third part we look at the dynamics of the script
17、underlying this crucial roleo(Chapter 9).Consecutively,we develop the notion of competencies and their development,othe importance of collaboration and the relevance of empowerment(Chapters 10,11 and 12).oFinally,we focus on the specific issues related to jobodesign and performance of front-line emp
18、loyees(Chapter 13).21o service delivery system(chapter 14).As services are intangible they become perishable as well;there is no possibility of stockpiling services.Designing and managing capacity adequately will often affect directly the level of profitability in services.22o We devote a complete c
19、hapter to relevant approaches and techniques of capacity management as well as related concepts such as yield management(Chapter 15).Ino Part Four,we will also discuss location and facilities(Chapter 16),and explore the role information technology can play in the service delivery process(Chapter 17)
20、.23o The fifth part is devoted to issues of a more integrated and dynamic nature;designing adequate performance measurement systems(Chapter 18);updating your service concept by means of innovation(Chapter 19);extending services acrosso national boundaries(Chapter 20),and service strategy as an overr
21、eaching concepto(Chapter 21).24o Of course,we cannot cover all issues related to the different themes listed in the table of contents.o Rather,we have tried to highlight those elements that relate directly to the nature of services or bear a crucial importance for service management.25o By placing s
22、ervice aspects in the spotlight,this book can be seen aso complementary to other managerial texts focusing on a functional area or domain.26The nature of serviceso What makes services so special that a complete book should be devoted to managing services?o Two trends emerge:services account for an e
23、ver-increasing part of wealth creation in economies all over the world,and services are becoming global to a greater extent.27o Next,we examine the different characteristics that distinguish services from goods.o While these first chapters might suggest a sharp distinction between services and goods
24、,it is becoming clear that boundaries between manufacturing companies and service providers are increasingly blurred28THE GROWING IMPORTANCE OF SERVICESo Economists like to divide our industries into three or sometimes even four broad sectors:o The primary sector farming,forestry and fishing.o The s
25、econdary sector the industrial sector,including gas,mining and manufacturing,electricity,water and construction.o The tertiary sector a synonym for the service sector.29Role of Services in an EconomyINFRASTRUCTURE SERVICE Communications Transportation Utilities BankingPERSONAL SERVICES Healthcare Re
26、staurants HotelsCONSUMER(Self-service)GOVERNMENT SERVICES Military Education Judicial Police and fire protectionDISTRIBUTION SERVICES Wholesaling Retailing RepairingFINANCIAL SERVICES Financing Leasing InsuranceMANUFACTURINGServices inside company:Finance Accounting Legal R&D and designBUSINESS SERV
27、ICES Consulting Auditing Advertising Waste disposal1-2930The contribution of services to the creation of wealtho The service sector has experienced a steady increase in importance in the world economy.o The service sector can be consider a general trend.o But,the development of the service sector is
28、 different between the developed countries and the developing countries.31Distribution of GDP in the US EconomyProductServicesPhysicalInformation6%10%31%53%37%63%84%16%DBAC1-3132o Nowadays,over two-thirds of all employment in developed countries is in these service sector.o The US also heads the lis
29、t of the service sectors share in employment,with almost three-quarters of all 1999 employment in the service sector.Why?The contribution of services to the creation of wealth33o Distributive services include transportation,communication and trade.o Producer services involve services such as investm
30、ent banking,insurance,engineering,accounting,bookkeeping and legal services.34o Social services include health care,education,non-profit organizations and government agencies.o Personal services include tourism,dry cleaning,recreational services and domestic services.35The contribution of services t
31、o the creation of wealth36BelgiumFranceJapanNetherlandsUnitedKingdomAverageofdevelopedcountriesAverageofdevelopedcoutries:Europe197056-47-5355198066645465-5962199069705668676468199973-74747171Contribution of service sector to GDP in some developed countries,1970-99(%)Source:UNCTAD(2001)Services pres
32、ently amount to an average of 70 per cent ofGDP in these economies.37 o The situation is slightly different in the formerly Communist countries ofEastern Europe38Figure 1.1 Contribution of service sector to employment,1999(%)Contribution of service sector to employment,1999(%)Source:UNCTAD(2001)39Dr
33、iving forces behind the growth of services(reasons)o Increasing consumer incomes and sociological changes have led to a greater demand for services.o Increasing professionalism in companies and technological changes have brought about the creation of new services,notably of producer services.40Drivi
34、ng forces behind the growth of services o The impact of income changes on buying behaviour People with higher incomes tend to spend more on services and less on goods.41Driving forces behind the growth of services42oSociological and demographic changes Aging of the population Two-income families Gro
35、wth in number of single peopleDriving forces behind the growth of services 43o The impact of income changes on buying behaviouro Sociological and demographic changeso The growing importance of producer serviceso Technological developments44SERVICES:WHAT MAKES THEM SPECIAL?45o Producing a definition
36、of services is not an easy task.46o Services are actually all those economic activities in which the primary output is neither a product nor a construction.Quinn and Gagnon:47o Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the owner
37、ship of anything.o Kotler48oA service is an activity or series of activities of a more or less intangible nature that normally,but not necessarily,take place in interactions between the customer and service employees and/or physical resources or goods and/or systems of the service provider,which are
38、 provided as solutions to customer problems.o Grnroos:49Services can thus be defined as:all those economic activities that are intangible and imply an interaction to be realized between service provider and consumer.50Intangibilityo simply means that the result of a service transaction is not physic
39、al goods.o A service is a process or an act.51Simultaneityo means that the realization of a service implies the presence of provider as well as customer;both play an active role in the realization of services.o Production and consumption arein the simultaneous interaction between consumer and provid
40、er.52perishabilityo.Services cannot be kept in stock like goods.It is not possible to produce services at one moment in time,store them,and take them from the shelf to sell when appropriate,as it is with goods.53heterogeneityo.The fact that both provider and customerneed to interact at a certain poi
41、nt within the service delivery process,opens up possibilities for variation.Customers,service providers,the surroundings and even the moment of interaction are all sources of variation;consequently,service delivery processes will tend to be characterized by increasedheterogeneity.54A CLOSER LOOK AT
42、SERVICESo Intangibilityo While goods are produced,servicesare performed.A service is an act or a deed that we cannot take home with us.55What are the implications of this intangibility?o 1.Search qualitieso 2.Experience qualitieso 3.Credence qualities56Simultaneity ：,saimltniti o A second common cha
43、racteristic of services is the simultaneity of production and consumption.Whereas goods are produced first and then consumed,services are produced and consumed at the same time.The customer takes part in the productionprocess and consumes the service as it is being produced.57o At the same time,in s
44、ome cases,the customer must be just as educated as the employee.How well certain services are performed depends not only on theperformance of the service provider,but also on the ability of the customer to specify or perform his or her own part of the service.58Heterogeneityo Heterogeneity is relate
45、d to the potential of variability in the performance of services.59Where does this heterogeneity come from?o 1.The service providero Humans are not robots,able torepeat consistently the sameaction day in and day out without error.Therefore,a first source of heterogeneityis the service employee invol
46、ved in the servicedelivery process.60o 2.The customero The state of mind or the personal situation of the customero strongly influences his or her behaviour,as well as his or her perception of theo service.As a result,each customer will experience the service rendered differently.o In addition,it sh
47、ould be mentioned that a particular customer will beo influenced by the presence and behaviour of other customers.61o3.The surroundings.Several external factors may influence the customers perceptionoof the service for example,whether you visit Disneyland on a rainy day oroon a sunny day;whether the
48、re is a long or a short queue in the bank;or whetheroor not there is a lot of turbulence on a flight.These are all factors that will makeoa big difference to the customer.However,the problem is that many of theseofactors are difficult,if not impossible,for the service provider to control.62Perishabi
49、lityo Unlike goods,services cannot be stored.This is not only due to their intangibility,o but also due to the limitations of simultaneous production and consumption.Onceo a service has been produced,it has to be consumed,otherwise it is of no use.63THE ROLE OF SERVICE CLASSIFICATIONSo not all services are alike.o Service classifications are very helpful in this regard64Figure 1.4 Service classifications based on intangibility and simultaneityDegree of simultaneity65Figure 1.5 Maisters framework of service classificationMaisters framework of service classification
