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Chapter 5 Technology in Service
Learning Objectives <ul><li>The role of technology in the service encounter. </li></ul><ul><li>Describe the emergence of s...
Role of Technology   Personal Care, Professional services MRI, Optometrist, Airlines Financial planner Tech call center, H...
Evolution of Self-service Service Industry Human Contact Machine Assisted Service Electronic Service Banking Teller ATM On...
Classification of Service Automation <ul><li>Fixed-sequence (F)    automatic tollbooth, newspaper dispenser   </li></ul><u...
Self-service Technologies (SST) <ul><li>Does customer adoption of self-service follow a predictable pattern?  f requently ...
Purpose of Web-site <ul><li>A retail channel  Amazon.com </li></ul><ul><li>Supplemental channel    Barnes & Nobel </li></u...
Internet Models <ul><li>Internet Access Providers    AOL, MSN </li></ul><ul><li>Portal    Yahoo, Search, Directories </li>...
E-Business Models <ul><li>Content Provider    new agencies   </li></ul><ul><li>Direct to Customer    Dell, Gateway </li></...
Electronic and Traditional Services
Grocery Shopping Comparison
Economics of Scalability (revenue-variable costs) Dimensions High  Scalability  Low E-commerce continuum Selling informati...
Topic for Open Discussion <ul><li>Can an Internet service encounter be a memorable experience? </li></ul>
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Technology in Service

service marketing

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Technology in Service

  1. 1. Chapter 5 Technology in Service
  2. 2. Learning Objectives <ul><li>The role of technology in the service encounter. </li></ul><ul><li>Describe the emergence of self-service. </li></ul><ul><li>Place an example of service automation in its proper category. </li></ul><ul><li>Describe different Internet business models. </li></ul><ul><li>Understand the importance of scalability to e-commerce success. </li></ul><ul><li>Discuss the managerial issues associated with the adoption of new technology. </li></ul>
  3. 3. Role of Technology   Personal Care, Professional services MRI, Optometrist, Airlines Financial planner Tech call center, House arrest monitoring ATM, Web based info, checkout scanning, airport kiosks Technology Technology Technology Technology Technology Customer Customer   Server   Server   Server   Server   Server   Customer Customer Customer D. Technology-Mediated Service Encounter E. Technology-Generated Service Encounter A. Technology-Free Service Encounter B. Technology-Assisted Service Encounter C. Technology-Facilitated Service Encounter
  4. 4. Evolution of Self-service Service Industry Human Contact Machine Assisted Service Electronic Service Banking Teller ATM Online banking Grocery Checkout clerk Self-checkout station Online order/ pickup Airlines Ticket agent Check-in kiosk Print boarding pass Restaurants Wait person Vending machine Online order/ delivery Movie theater Ticket sale Kiosk ticketing Pay-for-view Book store Information clerk Stock-availability terminal Online shopping Education Teacher Computer tutorial Distance learning Gambling Poker dealer Computer poker Online poker
  5. 5. Classification of Service Automation <ul><li>Fixed-sequence (F) automatic tollbooth, newspaper dispenser </li></ul><ul><li>Variable-sequence (V) ATM, car wash, collating copy machine </li></ul><ul><li>Playback (P) directory assistance, answering machine, spell check </li></ul><ul><li>Numerical controlled (N) IRS Forms, animation </li></ul><ul><li>Intelligent (I) autopilot, computer games, Doppler radar </li></ul><ul><li>Expert system (E) car diagnostics, medical diagnosis, stock trading </li></ul><ul><li>Totally automated system (T) telemarketing, eft, space shuttle </li></ul>
  6. 6. Self-service Technologies (SST) <ul><li>Does customer adoption of self-service follow a predictable pattern? f requently asked questions </li></ul><ul><li>How do we measure self-service quality? </li></ul><ul><li>ease of use, enjoyment, control </li></ul><ul><li>What is the optimal mix of SST and personal service for a service delivery system? low vs. high touch </li></ul><ul><li>How do we achieve continuous improvement when using SST? feedback (feed forward) </li></ul><ul><li>What are the limits of self-service given the loss of human interaction? l oss of social interaction </li></ul>
  7. 7. Purpose of Web-site <ul><li>A retail channel Amazon.com </li></ul><ul><li>Supplemental channel Barnes & Nobel </li></ul><ul><li>Technical support Dell Computer </li></ul><ul><li>Embellish existing service HBR, News websites </li></ul><ul><li>Order processing Airlines, Expedia.com </li></ul><ul><li>Convey information Kelly Blue Book, Dr. Koop </li></ul><ul><li>Organization membership asq.org </li></ul><ul><li>Games treeloot.com </li></ul>
  8. 8. Internet Models <ul><li>Internet Access Providers AOL, MSN </li></ul><ul><li>Portal Yahoo, Search, Directories </li></ul><ul><li>Information Content News, Hoover’s </li></ul><ul><li>Online Retailer amazon, garden </li></ul><ul><li>Transaction Enablers e-trade </li></ul><ul><li>Market Makers ebay </li></ul>
  9. 9. E-Business Models <ul><li>Content Provider new agencies </li></ul><ul><li>Direct to Customer Dell, Gateway </li></ul><ul><li>Full-Service Provider GE Supply </li></ul><ul><li>Intermediary ebay </li></ul><ul><li>Shared Infrastructure Airline SABRE </li></ul><ul><li>Value Net Integrator 7-Eleven Japan </li></ul><ul><li>Virtual Community Monster.com </li></ul><ul><li>Whole-of-Enterprise US Federal Government </li></ul>
  10. 10. Electronic and Traditional Services
  11. 11. Grocery Shopping Comparison
  12. 12. Economics of Scalability (revenue-variable costs) Dimensions High Scalability Low E-commerce continuum Selling information (E-service) Selling value- added service Selling services with goods Selling goods (E-commerce) Information vs. Goods Content Information dominates Information with some service Goods with support services Goods dominate Degree of Customer Content Self-service Call center backup Call center support Call center order processing Standardization vs. Customization Mass distribution Some personalization Limited customization Fill individual orders Shipping and Handling Costs Digital asset Mailing Shipping Shipping, order fulfillment, and warehousing After-sales service None Answer questions Remote maintenance Returns possible Example Service Used car prices Online travel agent Computer support Online retailer Example Firm Kbb.com Biztravel.com Everdream.com Amazon.com
  13. 13. Topic for Open Discussion <ul><li>Can an Internet service encounter be a memorable experience? </li></ul>

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  • lauragdelacruz40

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