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People, Processes and Physical EvidenceUNIT 13
© The McGraw-Hill Companies, 2009
Very few people viewed finding and using
taxi service as something enjoyable—it was simply
something that they dealt with due to the lack of an
alternative. This poor experience and a perceived
lack of ability to change anything about it created pent up frustration and
demand from consumers who were eager to find anything
better. Uber tapped into that
frustration and demand exceptionally well.
Characteristics of Services (pg. 488)
INSEPARABLE- a customer receives and consumes a product
while the service is performed using the delivery method at the source.
INTANGIBLE- cannot be touched and are therefore not
physical objects.
PERISHABLE- once a service activity has taken place, it will
never be able to be repeated again in the same way.
VARIABILITY- not every service delivery will be identical.
RIGHT OF OWNERSHIP-
a customer does not obtain ownership of a service once it has been bought.
© The McGraw-Hill Companies, 2009
22
INSE
PARA
BILI
TY
Using Technology to
overcome Inseparability
Overcome Inseparability by
TRAINING
© The McGraw-Hill Companies, 2009
26
How doe UFS tangibles their service offering?
Overcome Intangibility by
including tangible
objects and events with photographs
© The McGraw-Hill Companies, 200931 PERI
SHAB
ILIT
Y
© The McGraw-Hill Companies, 2009
33Overcome
Perishability
34
Overcome Perishability
© The McGraw-Hill Companies, 2009
35
Overcome Perishability
Overcome Perishability
© The McGraw-Hill Companies, 2009
37VA
RIAB
ILIT
Y
Using Technology to
overcome Inseparability
39
Clever advertisemen
t for Berlin Zoo which focuses on
the problem of variability in services – if you missed the animals
because they were hiding,
you can always come
back
Variability
People
Process
Physical
Evidence
People
Management
Employees Customers
People
Employing the Right People
EMPO
WER
MEN
T
Four Levels of Empowerment (pg. 493)
Suggestion involvement (suggestion box)
Quality circles (think-tank teams)
Job involvement High involvement (independence to employees)
Creating Service Processes
Formulate steps in the process.
Be aware of inconsistency.
Implement process regulations.
SERVICE BLUEPRINT
Serv
ice B
luep
rint
Used
by
Service Marketers
Creating realistic customer expectationsHuman
ResourcesEmpowering the human element
Operations Management
Rendering the service as promised
System Technology
Providing Necessary tools
© The McGraw-Hill Companies, 200963
Physical Evidence (pg. 497) Tangible representations of the
organisation: Physical facility or building where the service is offered,
signs and equipment, brochures, letterheads, business cards and even billing statements.
Cannot be possessed by customersContributes to the overall ambience of the service environment
Not the true service product but it confirms the existence or completion of a serviceItems that are actually possessed by the client as part of the service
ESSE
NTI
AL
EVID
ENCE
PERIPHERAL
EVIDEN
CE
TWO TYPES OF PHYSICAL EVIDENCE:
ESSENTIAL
EVIDENCE
Esse
ntial
eviden
ce
PERIPHERAL EVIDENCE
PERIPHERAL EVIDENCE
PERIPHERAL
EVIDENCE
PERIPHERAL
EVIDENCE
Dimensions of Physical Evidence
Atmospherics
Design and Layout
Communication
The servicescape framework - vital role in the reactions and behaviour of both employees and customer.
Servicescape
Three responses:
COGNITIVELY based response
appreciating the FUNCTIONALITY of a layout.
EMOTIONALLY based response
the design of the physical environment may take your BREATH AWAY OR MAKE YOU LAUGH.
PHYSIOLOGICALLY based responses
These include the MENTAL AND PHYSICAL REACTIONS of individuals.
COGNITIVE RESPONSE
EMOTIONAL response
Physiological response
Servicescape plays 4 important roles
PACKAGER the customer is given an idea of what to expect by how the service offer is packed.
FACILITATOR assisting both the customer and service employee to make the most of the opportunity.
SOCIALISER it conveys information about the consumer and employee’s expected roles and behaviour.
DIFFERENTIATOR it differentiates the service provider
from its competitors.
There is no point you spend millions on advertising, if your service is poor. An advert will bring the customer to your store- but the SERVICE experience is what will make them
RETURN!
We believe in ironing out any service problems before we conduct an official store opening event/ advertise a new branch. That is why we have a “service practice” period of approximately 3 months- to ensure we
are truly capable of delivering on our promise!
Develop a Service Blueprint for the Stadium Fast Foods.
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