No.

scheme 1 nature of the service act direct recipent

banking hotel people's bodies supply accomodation service for customers Tangible actions: check-in and check-out

airlines People's bodies cung cp dch v vn chuyn hnh khch

hospital People's bodies cung cp dch v khm, chn on v theo di bnh cho bnh nhn

nature of service act

Tangible actions: vic vn Tangible actions: vic chuyn hnh khch trn mt gh khm, chn on v cha trong mt my bay v hnh l bnh ca khch trong mt khoang No formal Khch hng khng c s rng buc khi s dng dch v No formal Khch hng khng c s rng buc khi s dng dch v

relationship with customers

type of relationship

No formal Khch hng khng c s rng buc khi s dng dch v

nature of service delivery

Discrete transaction Discrete transaction Discrete transaction Dch v c cung cp theo tng Dch v c cung cp theo tng Dch v c cung cp theo giao dch giao dch tng giao dch High Vic thay i trang thit b v khng gian tng i d thc hin Low Vic thay i cc yu t dch v kh thc hin do yu cu an ton ca chuyn bay hoc l do hn ch ngun lc ca mi chuyn bay High C th gi in hn gi, chn bc s khm bnh, c th yu cu bc s ti nh khm, yu cu t vn kt qu xt nghim v t vn v sc khe (Thnh Vui 2011)

customization and judgment in service delivery

customization level

judgment in service delivery

extent to meet customer needs

Low Mi khch hng c nhu cu khc nhau nn khng th p ng c ht yu cu ca khch hng v ch p ng c mt phn nht nh Nhn vin l tn v phc v khng quyn lc ra quyt nh nhm p ng yu cu ca khch hng Wide Nhu cu ca khch hng vo nhng ma cao im (Tt, ngy l, h) cao trong khi nhu cu vo nhng thi im khc thng thp (Lan 2011) Regularly exceeds capacity Vo ma cao im cng sut phng thng qu ti

Low Nhu cu ca hnh khch kh c p ng do bn cht ca dch v kh thay i

High Nhu cu ca bnh nhn d c p ng tng s thun tin v m bo sc khe ca bnh nhn

nature of demand

demand fluctuation

wide Nhu cu ca khch hng vo nhng dp cao im (L, tt) thng cao hn so vi nhng thi im khc

wide Nhu cu khm cha bnh thng tng cao khi c dch bnh

supply constrained

Regularly exceeds capacity Regularly exceeds capacity Vo dp cao im cng sut vn Vo dp cao im kh nng chuyn thng qu ti p ng nhu cu khm cha bnh thng b qu ti Multiple set Multiple set Cc hng hng khng c nhiu a im giao dch v mi chuyn bay phc v hnh khch t nht 2 a im (im i v im n)

method of service delivery service outlets

Multiple set/ Single site Nhng tp on khch sn ln thng c nhiu chi nhnh nhiu a im khc nhau Nhng khch sn nh thng ch c mt a im cung cp dch v

nature of interaction

Khch hng cn phi n ni cung Khch hng cn phi n ni Khch hng cn phi n cp dch v v tham gia vo qu cung cp dch v v tham gia vo ni cung cp dch v v trnh to ra gi tr dch v qu trnh to ra gi tr dch v tham gia vo qu trnh to ra gi tr dch v

Toma organization -level s et competition al. (1995 ) network theory environmental challenges important linkages developing relationships with other actors indirect or direct control health care setting degree of customer participation products, services and information collective attitude of society emotional dimension health care decision making process independent variable "information consent" consumer role standardized offerings "patient choice" consumer role self-service health care offerings individualized multiofferings

The "collaboration" consumer role underlying causes marketing effort increasing competition health care classification schema