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classification of services
- 1. Classification of Services Degree of Tangibility of Service Process Who or what are the direct recipient of Service Process The place and time of service delivery Customization Vs. Standardization Nature of relationship with the customers Extent to which demand and supply are in balance Extent to which facilities, equipment, and people are part of the service experience
- 2. Classification of Services Degree of Tangibility of Service Process NATURE OF THE ACT RECEIPIENT OF THE ACT Service directed at people’s bodies Service directed at physical possession Service directed at people’s minds Service directed at Intangible Assets TANGIBLE ACTION INTANGIBLE ACTION •Health Care •Hair cutting •Passenger Transportation •Restaurant •Freight transportation •Industrial equipment mant •Laundry and dry cleaner •Veterinary care •Banking •Legal service •Security •Insurance •Education •Broadcasting •Information services •Theatres •Museums
- 3. Classification of Services Relationship with customer NATURE OF SERVICE DELIVERY TYPE OF RELATIONSHIP Membership relation Non formal Relshp CONTINUOUS DEL. OF SERVICE DISCRETE •Cable TV •Mutual Fund •Telephone •Banking •College Enrollment •Car rental •Mail service •Toll bridge/way •Restaurant •Pay phone •Long distance phone call •Theatre season ticket •Commuter ticket •Radio Station •Police production •Light house •Public highway
- 4. Classification of Services Customisation EXERCISE OF JUDGEMENT BY CUSTOMER CONTACT PERSON EXTENT OF CUSTOMISATION High Low High Low •Legal Services •Health Care •Taxi Service •Beautician •Tutorials •Public Transmission •Routine appliance maintenance •Movie Theatre •Telephone service •Hotel service •Retail banking •Education: Large classes •Preventive health care
- 5. Classification of Services Nature of Demand EXTENT TO WHICH SUPPLY IS CONSTRAINED EXTENT OF DEMAND FLUCTUATION OVER TIME Wide Narrow Peak demand CAN be met without delay •Natural gas •Telephone •Hospital •Tourist lodging • -do- with less base level capacity •Accounting •Electricity •Theatres •Insurance •Banking •Dry cleaner Peak demand regularly exceeds capacity
- 6. Classification of Services Method of Service Delivery NATURE OF INTERACTION WITH CUSTOMER AVAILABILITY OF SERVICE OUTLET Single Site Multiple Site Customer goes •Haircutting •Beauty Saloon •Theatre • Mail delivery•Taxi •Bus service •Fast food chain Service Provider Comes Arm’s length •Credit Card •Local Radio Station •National radio •Telephone Company
- 7. Classification of Services Level of equipment used People’s Participa tion HIGH HIGH LOW LOW