The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Service Marketing Through Structural Change
1. SERVICE POSITIONING Through Structural Change Sethaphat P. GSBS 6111 Service Marketing
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7. Process Characteristics S tandardised: non-varying continual process, similar to mass production of goods C ustomised: tailor-made process C omplexity: steps and sequences become the process D ivergence: variability of process steps and sequences
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9. Relative Positions Based On Structural Analysis High Complexity Low Complexity Hotel Services X-Ray Lab Exams run by university Professional Services High Divergence Singer Painter, Teacher Low Divergence Clinic Diagnostic Services Specialist Treatment Hospital
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15. Structural Alternatives (Restaurant) No Reservations Self-seating. Menu on Blackboard Eliminate Customer Fills Out Form Pre-prepared: No Choice Limit to Four Choices Sundae Bar: Self-service Coffee, Tea, Milk only Serve Salad & Entree Together: Bill and Beverage Together Cash only: Pay when Leaving TAKE RESERVATION SEAT GUESTS, GIVE MENUS SERVE WATER AND BREAD TAKE ORDERS PREPARE ORDERS Salad (4 choices) Entree (15 choices) Dessert (6 choices) Beverage (6 choices) SERVE ORDERS COLLECT PAYMENT Specific Table Selection Recite Menu: Describe Entrees & Specials Assortment of Hot Breads and Hors D’oeuvres At table. Taken Personally by Maltre d’ Individually Prepared at table Expand to 20 Choices: Add Flaming Dishes; Bone Fish at Table; Prepare Sauces at Table Expand to 12 Choices Add Exotic Coffees; Sherbet between Courses; Hand Grind Pepper Choice of Payment. Including House Accounts: Serve Mints LOWER COMPLEXITY/DIVERGENCE CURRENT PROCESS HIGHER COMPLEXITY/DIVERGENCE
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