The document discusses key aspects of managing service businesses, including: 1) The unique challenges of managing service businesses compared to tangible goods businesses, such as the involvement of customers in production and the inability to inventory services. 2) Core values that are important for service businesses such as integrity, respect, diversity, learning, teamwork, and excellence. 3) Strategic planning processes for service businesses including performing SWOT analyses, formulating strategies, implementing strategies, and monitoring results. 4) Factors to consider when delivering on the service promise such as hiring and retaining good employees, responding to customers in a timely manner, and maintaining quality and safety standards.

1. SQA HOT 103

2. What is Service
Challenges in Managing and Marketing Service Business
Achieving Superior Service in a Less-Than-Perfect World
The Strategic Service Vision
Delivering on the Service Promise

3. Work done for others

4. Tangible Assets
Something that can be felt with
the sense of touch
• Have a physical existence
• Tangible assets are depreciated
• Easier to liquidate due to their
physical presence
• Cost can be easily determined or
evaluated
• Examples: vehicle, plant & machinery,
etc.
Don’t have a physical existence
cannot be touched or felt
• Don’t have a physical existence
• Intangible assets are amortized
• Not easy to liquidate and sell in the
market
• Cost is much harder to determine
• Examples: Software, logo, patent, etc.
Intangible Asset

5. The nature of the
product is
different
Customers are
more involved in
production
People are part of
the product
It's harder to
maintain quality
control standards
Services can't be
inventoried
The time factor is
more important
Distribution
channels are
different

6. Strategic Planning

7. Integrity &
Fairness
Right Thing
To be Open
Honest
Demonstrate courage
Solve without blame
Respect &
Caring
Genuine Interest in
well being
Importance of
listening
Value of Support
Diversity
Honor Heritage
Cultures, perspective,
attitudes
Always
Learning-
Always Teaching
We learn
We Teach
We Grow

8. Being “of
service”
People are
special
Doing more
than expected
Anticipate need
Teamwork
Trusting one
another
Bringing best
together
Go beyond
ordinary success
Excellence
Passion to set &
pursue
Innovation,
courage,
humbleness
Our Core
Values
Communicates
behavior &
attitude
We cherish as
we strive to
deliver

9. • Perform a SWOT analysis
Step 1
• Formulate strategies
Step 2
• Implement strategies
Step 3
• Monitor & evaluate results
Step 4

11. Leadership
• Managers
explain strategy
• Involve
more/less work
• Benefits for
us/them
Organizational
Structure
• Changes
required to
implement
strategy
• Save time &
resource
Corporate
Culture
• Employees
awareness “the
way of doing
business”
• Share same
values

12. Managing Supply
• Level-Capacity Strategy
• Chased-Demand
Strategy
Managing Demand
• Shifting the requirement
• Reservations
• Pricing - Period

13. Targeting a Market
Segment
Focusing on a
Service Strategy

14. Market Segment
Food
Leisure
Comfortable Rooms
Service Strategy
Service Standard
• Quality
Job Restructuring
• Nature of work
• Way of doing work
Payroll Control
• Training
• Scheduling

15. Promise that a company makes to its owners, employees and customer

16. • What is being sold & to whomDon't forget who you are
• Motivate, train & empower employees to act like its their own
business
Encourage employee to act
like a manager
• During busy time maintain consistency to please the guestHandle moments of truth
• Recruit, hire & hold onto right employees & treat equally as guest
• Training, motivating & rewarding employees
Hire good people & keep
them happy
• Monitor delivery or waiting time & look for ways to decreaseRespond in timely manner

17. Safety
• Accidents
Courtesy
• Techniques in
handling
guests
Show
• Entertain
Guest
Efficiency
• Working in
less time

18. Any questions