SERVICE PROCESS

PRESENTATION OBJECTIVES

 To cover topics like what is service.

 What is service process.
 Factors influencing designing service process.
 What is Service?

Kotler’s definition of Service- “A service is an activity or

benefit that one party can offer to another that is essentially
intangible and does not result is the ownership of anything. Its
production may or may not be tied to a physical product.”

Example-.Education institute
Internet service provider
Health care service
 Service process
It is sixth element of service marketing mix. The service process
refers to how a service is provided or delivered to a customer.
Processes involve the procedures, tasks, schedules, mechanisms,
activities and routines by which a service is delivered to the customer.
 Factors in designing service process

Designing a service delivery system is creative process. It

begins with a service concept and strategy to provide a service
with features to differentiate it from the competition.

 SERVICE ITSELF
 CUSTOMER PARTICIPATION
 DEGREE OF CUSTOMER CONTACT
 LOCATATION OF SERVICE DELIVERY
 COMPLEXITY OF SERVICE
 Service process matrix

Degree of interaction and Customization

Low High

Service Factory Service Shop

•Airlines Hospitals
Low
Degree of Auto repair
•Transportation
labor Intensity
•Hotel Other repair service
Mass Service Professional Service
Retailing Doctors
High
Wholesaling Lawyers
Schools Accountants
Retail aspects of Architects
commercial banking
 SERVICE PROCESS PLANNING

BASIC TECHNOLOGICAL DECISION

MATERIALS DECISION
SPECIFIC EQUIMENT DECISION
PROCESS FLOW DECISOIN
BLUE PRINTS
FOW CHART
FRONT OFFICE\ BACK OFFICE
LAYOUT
BENCH MARK
PEOPLE DECISION
 Service Blueprinting

Service blueprint is basically a flowchart of the service

process. It is a map in which all the element or activities, their
sequencing and interaction can be visualize. A detailed
blueprint is a micro-level blueprint. A concept blueprint
demonstrate how each job or department functions in
relationship to the service as a whole.
 Overnight Hotel Stay
Bill
EVIDENCE
CUSTOMER PHYSICAL

Desk
Hotel Cart for Desk Elevators Cart for Room Menu Delivery Food Lobby
Exterior Bags RegistrationHallways Bags Amenities Tray Hotel
Parking Papers Room Bath Food Exterior
Lobby Appearance Parking
Key
Arrive Give Bags Call Check out
Go to Receive Sleep Receive
at to Check in Room Eat and
Room Bags Shower Food
Hotel Bellperson Service Leave
(Back Stage)(On Stage)
CONTACT PERSON

Greet and
Process Deliver Deliver Process
Take
Registration Bags Food Check Out
Bags

Take
Take Bags Food
to Room Order

Registration Prepare Registration

System Food System
 Flow Chart

The process flow chart is a primary tools for developing and

describing the conversion system. It provides two essential
types of information about the conversion process.
• The action performed on materials, information or people in
providing the service.
• The relationships among processes.
For process flow charts, five standardized pictorial symbols are used to
describe the processes. These are-
1. Operation
2. Customer contact
3. Travel
4. Delay
5. Inspection
 Flow chart for mortgage application & approval
Screen application Execute all loans docu.

Move to mortgage officer store the information in

PC.

wait to be processed verification

Transport documents for further verification

wait for verification of documents

Conduct property appraisal and land survey

 Front And back office

Whatever decision is made in request of a design

classification, service organizations must address the
issue of front and back office allocations.
The front office- the part of system directly experienced
and visible to the customer. This is where the service is
performed and is thereby open to customer security, e.g.
hotel dining room.

The back office- the part of system from which the

customer is excluded, e.g. the hotel kitchen. It is often
referred to as the manufacturing side of service, not seen
by the customer.
 Benchmarking

Benchmarking - a standard by which something can be

measured or judged. It is defined as measuring the
performance of a business against that of the strongest
competition in order to establish ‘best practice’.
Internal benchmarking
Competitive benchmarking
 Role of technology and physical aids in
service process
 Cost rationalization
 More effective quality
 Making higher quality possible
 Closer link up with the customer
 Technology as a factor affecting behaviour
THANK YOU