Jia Jaiwanti, A Service Consumer

Jia Jaiwanti is a final year business student in Mumbai.

The case talks about the various services used by J. Jaiwanti in a single day.
Also the level of satisfactory and unsatisfactory services experienced by J. Jaiwanti.

Services used, need of the service and proportion of the service.

1. Radio: Mental Stimulus
Need: Attempt to know the weather of the day by investing time and mental
effort; dependence on the service provider
2. Bus Service: People Processing
Need: To reach the college by being physically present during the service
process; dependence on the service provider
3. Finance & Marketing Lectures (classroom): Mental Stimulus
Need: To gain knowledge by investing time and mental effort; Jia Jaiwantis
involvement is important to gain the service.
4. Internet or DVDs: Information Processing
Need: To record the lecture so that she can view and learn at her leisure; selfservice.
5. Canteen: People Processing
Need: To have lunch; self service
6. Burger Pao: People Processing
Need: Sandwich wasnt available so she went to Burger Pao; dependence on
the service provider and also self-service.
7. ATM: Information Processing
Need: to withdraw money; dependence on the service provider and also selfservice.
8. Language Laboratory: Mental Stimulus
Need: To watch the video to prepare for the Business Chinese class; Jia
Jaiwantis involvement is important to gain the service.
9. Hairdresser: People Processing
Need: To get a hair-cut; Jia Jaiwantis involvement is important to gain the
service.
10. Dry Cleaning: Possession Processing
Need: Washing of the clothes; dependence on the service provider.
11. Credit Card: Information processing
Need: To pay the mobile telephone bill automatically from the credit card;
dependence on the service provider.
12. Dental Service: People Processing
Need: To take an appointment for a new dental check-up; Jia Jaiwantis
involvement would be important to gain the service.
13. Mail box (Postal): Possession Processing

Need: To collect the mails for her and her room-mates; dependence on the
service provider.
14. Pizza Delivery: People Processing
Need: To get the food for her and her room-mates as there was not much items
available to cook at home; Jia Jaiwantis involvement would be important to
gain the service and also dependence on the service provider.

Similarities between dry-cleaning store and hair salon:

- Physical presence for availing the services.
- Waiting time to avail the services.
- Quality of the work was good.
Differences between dry-cleaning store and hair salon:
-

Hair salon had a bright and trendy dcor whereas the dry cleaning store was

rather gloomy, smelled of cleaning solvents and needed repainting of the store.
At the hair salon she watched the whole process whereas at the dry cleaning

store she wasnt involved in the service process.

Hair salon had a well-groomed friendly staff whereas the dry cleaning store
had an unfriendly staff.

What could each learn by studying each other?

-

Dry cleaning store can learn to have good ambience from the hair salon.
Dry cleaning store can learn to have friendly staff for providing better service.