Service Marketing Assignment

Service Script and Roles

Presented to: Dr. Omneya Mokhtar

Presented by: Lobna Ashraf

 Visiting a Pediatrician

The service we are discussing is the service offered by a pediatrician.

The Roles
 The Doctor
 The Doctor’s assistant
 The Secretary
 The Mother
 The Child

The Script

1. The Child has demonstrated signs of illness, and the Mother is

concerned.
2. The Mother calls the doctor’s office
3. The secretary picks up
4. The secretary looks at the doctor’s appointment book
5. The Secretary informs the Mother of the available appointments
6. The Mother chooses an appointment
7. The Mother and Child arrive at the clinic
8. The Mother announces her presence to the secretary
9. The secretary asks the Mother for her information to be inserted into
the clinic’s database
10.The secretary makes a file for the Child
11.The Mother and Child wait at the clinic
12.The Child becomes thirsty, so he goes over to the cooler, and pours
himself a cup of water
13.After a while, the child wants to go to the bathroom, so his mother
takes him.
14.Their turn comes up
15.The Mother and Child enter the Doctor’s office
16.The Doctor’s Assistant takes the child from the Mother, and weighs
him and measures his height.
17.In the meantime, the Mother explains to the Doctor the symptoms
18.The Doctor’s Assistant tells the doctor the height and weight
measurements
19.The Doctor writes down the measurements
 20.The doctor takes the child and gives him a physical check
21.The doctor tells the mother what is wrong
22.The doctor writes down prescriptions for the medicine
23.The Doctor gives the Child a Lollipop to make him happy
24.The Mother takes the prescription, and leaves the doctor’s office
25.The secretary informs the mother of the doctor’s fee
26.The mother pays the fee
27.The mother and child leave the clinic.

The Core Service

Treating the Baby and Child

Facilitating Services

1. The Secretary informs the Mother of the available appointments

2. The secretary asks the Mother for her information to be inserted into
the clinic’s database
3. The secretary makes a file for the Child
4. The Doctor’s Assistant takes the child from the Mother, and weighs
him and measures his height.
5. The secretary informs the mother of the doctor’s fee

Enhancing Services

1. The Child becomes thirsty, so he goes over to the cooler, and pours
himself a cup of water
2. After a while, the child wants to go to the bathroom, so his mother
takes him.
3. The Doctor gives the Child a Lollipop to make him happy