Serviciology - Service Terminology and Service Taxonomy V01.01.03

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Paul G. Huppertz
named Servísophos
Servicing Consultant & System Architect
Service Composer & Meta Service Provider
Serviciology
Science & teaching about service
servicEvolution – Schöne Aussicht 41 – 65396 Walluf - Deutschland | E-Mail: Paul.G.Huppertz@servicEvolution.com | Mobile +49-1520-9 84 59 62
Serviciology
Service Terminology & Service Taxonomy
1

Serviciology
Outline – Structure, Sections & Contents
Intro
• Service – Word, Derivation & Translation
• Serviciology – Word, Meaning & Science
• Servicialisation – Term, Derivation & Demarcation
Centro
• Service Term – Demarcation, Essence & Definition
• Service Characteristics – Accident, Explanation & Demarcation
• Service Consumer – Activator, Addressee & Success Factor
• Service Identifiers – Service Consumer, Service Object & Benefit
• Service Types – Identification, Taxonomy & Categorisation
• Service Quality– Service Type, Service Attributes,& Explanation
• Service Providing – Environment, Roles & Course
Extro
• Servicialisation – Methods, Object & Results
• ServicEducation – Training Series, Seminars & ServicExpeditions
• Appendix – Sources, Links & References
2
Intro | Service Term | Service Characteristics | Service Consumer | Service Identifiers | Service Types | Service Quality | Service Providing | Extro

Serviciology
Intro
Centro
• Service Types – Identification, Taxonomy & Categorisation
Extro
• Servicialisation – Methods, Objects & Results
3

Serviciology
Service – Word, Derivation & Translation
The word service
• derives from the Latin verb
‚servire [servio, servivi, servitum] – ‚to attend someone, to be a slave‘,
in particular from its past participle ‚servitum‘ – ‚served‘
• as such has been formed in course of the transition from Late Latin to Early French
• has migrated from the French to the English language and the German language
• is used in many compounds in these and other languages
4
http://www.frag-caesar.de/lateinwoerterbuch/servire-uebersetzung.html

Serviciology
Service – Translation, Analysis & Conclusions
The word service derives from the Latin verb
• ‚servire [servio, servivi, servitum] – ‚to attend someone, to be a slave‘,
• in particular from its past participle ‚servitum‘ – ‚served‘
Conclusions
• someone must be attended for his interests
• for appropriately attending this ‚someone‘, a.k.a. the service consumer
o the service consumer must be known, authenticated & authorized
o his interests must be determined from his perspective & perception
o the points in time for being served must be aligned with his needs
o the required and/or desired output must be attuned to his exigencies
• another party must attend the service consumer, a.k.a. the service provider
5

Serviciology
Service – Service Consumer, Service Providing & Service Provider
6
Service Providing
Service Consuming
Service
Consumer
Service
Provider
Service

Serviciology
Intro
Centro
• Service Types – Identification, Taxonomy & Categorization
Extro
7

Serviciology
Serviciology – Word, Derivation & Orientation
8
The word serviciology
• has been newly created in the year 2012
• from the basic word and noun ‚service‘
• the ending ‚-logy‘, derived from the Greek ‚λόγος - logos‘ - ‚teaching‘
• the linking vocals ‚io‘ between these to parts
• has been formed in this manner because of its easily flowing way of speaking & writing
• has been formed in syntactical & semantical analogy to words like
• geology
• biology
Motive & target of creating this new word were appropriately denominating the science
about the service as such.
s. XING-Forum ‘Serviciologie – Klärung des Fachbegriffs
https://www.xing.com/communities/posts/serviciologie-klaerung-des-fachbegriffs-1005385005

Serviciology
Serviciology – Term, Forming & Linking
9
s. Vortrag ‚Tetraeder der Begriffstheorie – Begriffe als Grundlage des Wissensmanagements‘ von Prof. Erich Ortner
http://www.uni-potsdam.de/u/philosophie/lehre/wissen/Ortner_Tetraeder_der_Begrtheorie.pdf
The term serviciology has been formed &
sourced according to the tetrahedron of
terminology theory
• linked to the perception of a self-
contained discipline
• linked to the identical word according to
the etymologic derivation & explanation on
the preceding slide
• with the service as such as topic

Serviciology
Serviciology – Branch of Science, Requirements & Contents
10
The serviciology, i.e. the special branch of science about service as such is structured &
formed according to the following explanation & requirement:
„Science is „every intersubjectively verifiable analysis of facts and the systematic
description based on this as well as – if possible – the explanation of the analysed facts“.
[J. Speck (Hrsg.), Handbuch wissenschaftstheoretischer Begriffe]
Thus, the discipline & special branch of science serviciology is about
• performing intersubjectively verifiable analyses about services
• systematically describing detected & analysed facts about services
• traceably & verifiably explaining the detected facts about services
• phrasing well-founded insights & conclusive perceptions about services

Serviciology
Serviciology – Matter, Method & Theory
11
Implicit criteria of serviciology
• theory:
service providing theory
• method:
service providing management
• matter:
service as such
s. Vortag ‚Eine Ontologie der Wissenschaftsdisziplinen‘ bei der WissKom2007
http://owd.hu-berlin.de/pdf/OWD_WissKom2007_Folien.pdf

Serviciology
Serviciology – Researches, Results & Documentation
12
Systematic & intense researches, studies & analyses regarding service as such
• have been started in the year 2001 based on the simply question „What is an IT service?“
• soon have been oriented to the generalized question „What is a service?“
• have been taken up several times in the years 2002 to 2008 in the context of large IT
projects on the occasion of hands-on questions & tasks
• opened out in a first presentation of findings in the Advanced ITSM pocket book Nr. 6 ‚IT-
Service – Der Kern des Ganzen‘ (‘the Nucleus of it all’).
• that has been written in spring 2006 in collaboration with the executive team of the
firm Serview GmbH
• that has been published in April 2006 in 10.000 printed copies
• that is out of stock meanwhile and has not been reprinted
s. Eintrag ‚Neues ITIL-Buch beschäftigt sich mit der IT-Service-Definition‘ auf dem Web-Portal ‚marketing-boerse.de‘
http://www.marketing-boerse.de/News/details/Neues-ITIL-Buch-beschaeftigt-sich-mit-der-IT-Service-Definition/1782

Serviciology
Serviciology – Finding, Inspiration & Basic Definition
13
One finding of the researches regarding the question „What is a service?“ was:
• the projects KWINTES & DOCIS have been undertaken from 1997 to 2002 on three
universities in the Netherlands
• in the course of these projects the IT Service Capability Maturity Model (IT Service
CMM) has been developed, the version 1, Release Candidate 1 of which has been published
on 28.01.2005 (s. web link below)
• in the respective groundwork, the term ‚service‘ has been paraphrased:
• Service: An essentially intangible set of benefits, created by activities, sold by one
party to another.“
• in the documentation of the IT Service CMM, Chapter 3.3 ‚Service Concepts‘ it reads:
• Service: A service is an essentially intangible set of benefits provided by one
party to another party.
Out of this has been derived the simple & evident basic definition
• „A service is a set of benefits.“
s. Web-Site zu ‚IT Service Capability Maturity Model (IT ServiceCMM)‘
https://sites.google.com/site/itservicecmmwebsite/managementsummary

Serviciology
Serviciology – Teaching Example, Taxi Service & Insights
14
The service type ‚taxi service‘, more precisely: car-based people transporting service has been
taken as a teaching example. By means of this example, the following has been carved out:
• In each case a singular taxi service is rendered to a single passenger, as each
individual passenger wants to and/or needs to be transported from his location of
departure to his destination.
• Rendering a singular taxi service starts (= service trigger)
• either with „calling a taxi“ by agreeing on starting point & starting time
• or with entering a taxi car and explaining the destination.
• Rendered taxi services are billed at the destination. Billing is based on the on the covered
distance, in taxi jargon: ridden kilometers, i.e. kilometers ridden with a paying
passenger. It must be distinguished between ridden kilometers for billing und passenger
kilometers from the perspective of the passenger.
s. Übersicht Taxi-Tarife in Deutschland auf dem Web-Portal ´derinnenspiegel.de‘
http://www.derinnenspiegel.de/taxitarife/uebersicht/uebersicht.php

Serviciology
Serviciology – Simplicity, Language & Terms
15
Guidelines for working about service, serviciology & service providing:
• „Entia non sunt multiplicanda praeter necessitatem.“ [William von Ockham]
• „Simplicity is the highest sophistication.“ [Leonardo da Vinci]
• „Make everything as simple as possible, but not simpler.“ [Albert Einstein]
• „Only falsification spawns new insights.“ [Karl Raimund Popper]
• „The limits of my language are the limits of my world.“ [Ludwig Wittgenstein]
• „What we cannot talk about we must pass over in silence.“ [Ludwig Wittgenstein]
• „If you can't explain it simply, you don’t understand it yourself.“ [John Searle]
• “As the language is the means for thinking, it can only be clear, when the terms are
clearly defined.“ [Roland Baader]
• „If the terms are not correct, things lose their order.“ [Confucius]

Serviciology
Intro
Centro
Extro
16

Serviciology
Servicialisation – Word, Suffix & Creation
17
Service -ialisation

Serviciology
Servicialisation – Term, Meaning & Translation
18
Service
Servicialisation =
guiding term & guiding methodology for
seamless & reliable,
rational & cost-efficient
service providing (= servuction)
-ialisation
French: Servicialisation
German: Servicialisierung
Russisch: Сервиселизация
Italian: Servicializzazione

Serviciology
Servicialisation – Derivation, Analogy & Abstraction
19
Standardisation
•procedures
•results
Rationalisation
•labourdivision
•worksequence
Automation
•automats
•automatpulse
Optimisation
•variables
•loadadaption
Industrialisation = Making goods based on main principles

Serviciology
Servicialisation – Transferring, Integrating & Separating
20
Standardisation
•procedures
•results
Rationalisation
•labourdivision
•worksequence
Automation
•automats
•automatpulse
Optimisation
•variables
•loadadaption
Industrialisation = Making goods based on main principles
Servicialisation = Transfer to Service Providing …
… adequately allowing for
the service characteristics
 Intangibility
 Immateriality
 Insubstantiality
 Perishability

Serviciology
Intro
Centro
Extro
21

Serviciology
Service Term – Basic Definition, Benefit & Essence
A service is
a set of BENEFITS.
22
For a(ny) service its benefit is its essence,
to wit: its constitutive trait, its quiddity.
{‘proté ousia’ – ‘primary substance’ according to the category theory from Aristotle,
in Latin ‘quidditas’ – ‘what it is’}
s. Wikipedia entry ‘Essence’ - http://en.wikipedia.org/wiki/Essence

Serviciology
Service Term – Benefit, Reference & Classification
23
is the essence of any service
• constitutive service criterion
• nucleus of the service definition

Serviciology
Service Term – Benefit, Service Identifier & Service Type
24
primary service identifier
… besides service consumer …
… and service object …
… per service type.

Serviciology
Service Term – Basic Definition, Service Characteristics & Inclusion
A service is
a set of ONE-TIME CONSUMABLE AND PERISHABLE benefits.
25
For a(ny) service the service characteristics, mainly
• intangibility (= untouchability)
• immateriality (= no material whatsoever)
• insubstantiality (= without any physical or logical substance)
• perishability (= fugacity, transitoriness)
are its accident,
to wit: its secondary traits that are innate to any service.
{ ‘deutera ousia – ‘secondary substance’ according to the category theory form Aristotle
in Latin ‘qualitas’ – ‘how it is’}
s. Wikipedia entry ‘Accident’ - http://en.wikipedia.org/wiki/Accident_(philosophy)

Serviciology
Service Term – Explanation, Accountability & Service Provider
A service is
a set of one-time consumable and perishable benefits,
• ensured by an ACCOUNTABLE SERVICE PROVIDER.
26

Serviciology
Service Term – Service-relevant Elements, Systems & Actors
A service is
• ensured by an accountable service provider,
• effectuated by SYSTEM FUNCTIONS AND/OR ACTIVITIES.
27

Serviciology
Service Term – Commissioning, Beneficiaries & Commitment
28
A service is
• effectuated by system functions and/or activities,
• commissioned
• by SERVICE CUSTOMERS (= SERVUCTION CUSTOMERS)
• for AUTHORIZED SERVICE CONSUMERS
• from an ACCOUNTABLE SERVICE PROVIDER.

Serviciology
Service Term – Service Consumer, Service Trigger & Service Rendering
29
A service is
• commissioned
• by service customers (= servuction customers)
• for authorized service consumers
• from an accountable service provider
• rendered
• explicitly to an AUTHORIZED SERVICE CONSUMER
• on his explicit SERVICE TRIGGER

Serviciology
Service Term – Service Consumer, Service Object & Service-specific Benefits
30
A service is
• commissioned
• rendered
• explicitly to an authorized service consumer
• on his explicit service trigger
• by effectuating the service-specific BENEFITS TO THE SERVICE OBJECT.

Serviciology
Service Term – Benefit, Effectuating & Service Object
31
... is effectuated exclusively …
… for a service consumer …
… on his explicit service trigger
… to his service object.

Serviciology
Service Term – Service Consumer, Service Consuming & Activity
32
A service is
• commissioned
• rendered
• by effectuating the service-specific benefits to the service object
• consumed
• by the TRIGGERING SERVICE CONSUMER
• for efficiently executing his UPCOMING ACTIVITY.

Serviciology
Service Quality – Benefit, Service Consumer & Service Consuming
33
… is simultaneously consumed ..
… by the service consumer, …
… whilst the service is effectuated …

Serviciology
Service Term – Definition, Addition & Explanation
34
A service is
• commissioned
• rendered
• by effectuating the service-specific benefits to the service object
• consumed
• by the triggering service consumer
• for efficiently executing his upcoming activity.
generic & consistent
definition
explanation of
• main roles
• course of service
rendering

Serviciology
Service Term – Definition, Foundation & Properties
35
Element Content Property, direction
Service
definition
A service is a set of one-time
consumable & perishable benefits.
• generic & clear-cut,
• complete & consistent

Serviciology
Service Term –Demarcation, Product  Servuct
36
Product Servuct
Product = physical good Servuct = service
 set of repeatedly executable & persistent
functions
 set of one-time consumable & perishable
benefits
• functions are constitutive for each
(type 0f) physical good
• functions are engineered once for a type
of physical good and are implemented
into each copy of this type
• functions are actuated by the user of a
physical good
• functions are executed by the copy of the
physical good
• functions are lasting until the copy of a
physical good goes bust
• benefits are constitutive for each (type
of) service
• benefits are ascribed to a type of service
and must be effectuated from scratch on an
explicit service trigger
• benefits are effectuated from scratch for
an authorized service consumer
• benefits are effectuated to the service
object handed over by a service consumer
• benefits are simultaneously consumed
by the triggering service consumer

Serviciology
Service Term – Basic Definition, Essence & Benefits
37
Definition Level Definition Explanation
basic definition A service is a set of benefits.
Benefits are the essence and/or constitutive
traits for any type of service

Serviciology
Service Term – Service Characteristics, Uniqueness & Perishability
38
service
characteristic
A service is a set of one-time consumable & perishable benefits.
The most essential service characteristics
are integrated into the definition.

Serviciology
Service Term – Service Consumer, Activator & Addressee
39
service
characteristic
service consumer
focused
A service is a set of one-time consumable & perishable benefits that
must be reliably rendered explicitly to an authorized service
consumer on his explicit service trigger.
The single activator & addressee of any
service rendering as well as the mission
critical success factor & value creator of
each service rendering is integrated.

Serviciology
Service Term – Service Object, Benefit & Effectuating
40
service
characteristic
service consumer
focused
service object
focused
must be reliably rendered explicitly to an authorized service consumer
on his explicit service trigger by effectuating the service specific benefit
to the physical or logical service object handed over by the service
consumer with his service trigger to the servuction environment of the
accountable service providers
The handed over & taken over object of
service rendering is integrated.

Serviciology
Service Term – Service Rendering, Security & Fulfilment Criteria
41
service
characteristic
service consumer
focused
service object
focused
must be reliably rendered explicitly to an authorized service consumer
on his explicit service trigger by effectuating the service-specific benefit
to the physical or logical service object handed over by the service
consumer with his service trigger to the servuction environment of the
accountable service providers
The handed over & taken over object of
service rendering is integrated.
generic & clear-
cut, complete &
consistent
must be seamlessly & reliably rendered explicitly an authorized service
consumer on his explicit service trigger by safely & securely,
completely & terminatorily effectuating the service-specific
benefit to the physical or logical service object handed over by the
service consumer with his service trigger in the servuction environment
of the accountable service provider.
The indispensable fulfilment criteria for ach
singular service rendering are added.

Serviciology
Intro
Centro
Extro
42

Serviciology
Service Characteristics – Service, Essence & Accident
43
For any service
• its benefit is its essence, i.e. its constitutive trait
{‘proté ousia’ – ‘first nature’ in the category theory from Aristotle,
from Latin ‘quidditas’ – ‘quiddity, what it is}
• its characteristics, mainly
• intangibility (= untouchability)
• immateriality (= not consisting of any matter whatsoever)
• insubstantiality (= absence of any physical or logical substance)
• perishability (= transientness, fugacity)
are its accident, i.e. the secondary feature that is innate to any singular service
{‘deutera ousia – ‘secondary nature’ in the category theory from Aristotle
from Latin ‘qualitas’ – ‘quality, how it is}
s. Wikipedia entry ‘Accident’ - http://en.wikipedia.org/wiki/Accident_(philosophy)

Serviciology
Service Characteristics – Intractable, Cumbersome & Dodgy
44
Any service per se is …
… insubstantial so that it does not have any substance and does not leave some,
 not detectable.
… immaterial, so that it does not consist of any matter, solid or physical good,
 not presentable.
… intangible, so that it neither can be touched nor can be handled or gripped,
 cannot be tested in advance.
… perishable, so that it is consumed during & vanished after service rendering,
 not existing before and not anymore after service rendering .
… variable, as it is individually configured by the service consumer,
 particular for each service triggering & service rendering.
… not possessable, so that it can neither be sold or bought nor be owned or lost,
 only service providing can be commissioned.
… not superposable, so that it neither can be stored in a shelf nor can be transported,
 but instead must be rendered to the service consumer.

Serviciology
Service Characteristics – Demarcation, Good  Service
45
Characteristics of physical Goods Characteristics of Services
• tangible and/or touchable
• material and/or consisting of matter
• substantial and/or with own substance
• persistent and/or durable
• orderable and/or deliverable
• preproducible & not consumable
• storable & transportable
• salable & purchasable
• transferable & can be taken over
• inventoriable & balanceable
• ownable & losable
• actuatable & usable
• groomable & maintainable
• reparable & deletable
• can be given back & taken back
• intangible and/or untouchable
• immaterial and/or without material part
• insubstantial or without own susbstance
• perishable and/or fugacious
• commissionable & triggerable
• simultaneously rendered & consumed
• not storable & not transportable
• not salable & not purchasable
• not transferable & cannot be taken over
• not inventoriable & not balanceable
• not ownable & not losable
• not actuatable & not usable
• not groomable & not maintainable
• not repairable & not deletable
• not returnable & cannot be taken back

Serviciology
Service Characteristics – Listing, Characteristic Type & Properties
46
Service
characteristics
Intangibility & Immateriality
Insubstantiality & Perishability
• inevitable
• unalterable
Service
definition
A service is a set of one-time consumable
& perishable benefits.

Serviciology
Intro
Centro
Extro
47

Serviciology
Service Consumer – Examples, Servicescape & Beneficiaries
48
48
Everybody explicitly triggers services.
Everybody is a service consumer many times a day.
Everybody often needs service-specific benefits being effectuated.
In short: Everybody is a service consumer.

Serviciology
Service Consumer – Activator, Participant & Value Creator
49
Value Creation
Business Process
Service Consuming
Service
Consumer
The Service Consumer is the mission critical factor for service rendering
• He explicitly triggers a single service when needed & configures it situationally.
• He is involved in service rendering by explicitly triggering & simultaneously consuming a service.
• He inevitably feels any service impairment, either immediately or pretty soon.
• He needs & employs the benefit effectuated to his service object.
• He creates value by consuming the service for efficiently executing his upcoming activity.
• He is an external factor from the perspective of the service provider.
The Service Consumer saves himself service-relevant equipment & training.
Service

Serviciology
Service Consumer – Self-Governance, Service Triggering & S. Consuming
50
Value Creation
Business Process
Service Consuming
Service
Consumer
Service
An authorised Service Consumer is self-governed concerning
• service triggering, i.e. point in time & location
• service triggering rate, i.e. number of service triggers per period
• service triggering system, e.g. desktop PC, smartphone for triggering e-mailing services
• service object handed over at the service provision point and/or via the respective interface
• service configuring according to his situational exigencies & expectations
• service consuming & employing for his intents

Serviciology
Service Consumer – Servuction Model, Main Roles & Main Spheres
51
SERVICESCAPE
Service Orchestrating
Service ConsumingService Commissioning
Service Concerting
Servuction
Customer
Service
Consumer
Service
Provider
in-/external
Service
Feeder
Service

Serviciology
Service Consumer – Servuction Model, Roles & Relationships
52
SERVICESCAPE
Service Concerting
Servuction
Customer
Service
Provider
in-/external
Service
Feeder
• deputy & advocate of service consumers
• ordering party for the service provider
• consignee of servuction customers
• accountable for service providing
• focussing on service consumers
• composer & conductor of service providing (= servuction)
• consignee of the service provider
• member of the „service orchestra“
• composer of service contributions
• manager of service relevant systems
primary main role
• activator & addressee
• success factor &
value creator
Service
Consumer

Serviciology
Intro
Centro
Extro
53

Serviciology
Service Identifiers – Service Rendering, Service Identifier & Activator
54
A service is
a set of one-time consumable and perishable BENEFITs,
• commissioned
• rendered
• by effectuating the service-specific benefits to the SERVICE OBJECT
• consumed
• by the triggering SERVICE CONSUMER
Activator

Serviciology
Service Identifiers – Service Rendering, Service Identifier & Target
55
A service is
• commissioned
• rendered
• consumed
Activator
Target
hands over
service object

Serviciology
Service Identifiers – Service Rendering, Service Identifier & Essence
56
A service is
• commissioned
• rendered
• consumed
Essence
Activator
Target
hands over
service object
benefit must be
effectuated to the
service object

Serviciology
Service Identifiers – Benefit, Service Object & Service Consumer
57
3 generic
service
identifiers
1. Service Consumer
2. Service Object
3. Service-specific Benefit
• constitutive for a service type
• precise & succinct
• from the perspective & perception of
addressed service consumers
Service
characteristics
• inevitable
• unalterable
Service
definition

Serviciology
Service Identifiers – Generic, Constitutive & Exhaustive
58
3 service identifiers
per service type
 Service Consumer
 Service Object
 Benefit
Service
Consumer
Service
Service Identifying Service Consuming

Serviciology
Service Identifiers – Demarcations, Explanations & Interdependencies
59
Service
Consumer
Service
Service Identifying Service Consuming
 Service Consumer,
whom to a singular service
must be seamlessly &
reliably rendered on his
explicit service trigger
 Service Object,
which to the service-
specific benefit must be
effectuated for the
triggering service
consumer
 Service-specific
Benefit,
that must be
effectuated for the
triggering service
consumer to the
service object

A benefit is
a purposeful status change
of a service object,
that fulfils certain practical criteria.
Serviciology
Service Identifiers – Benefit, Service Object & Status Change
60
Service Identifying
Service =
benefit
to the service object

Service Identifying
Serviciology
Service Identifiers – Service Object, Object Category 1 & Illustrations
61
Life
& Limb
Hab
& Gut
Daten
& Dokumente
Rechte
& Ansprüche
Service
Consumer

Service Identifying
Serviciology
62
Life
& Limb
Goods
& Chattels
Daten
& Dokumente
Rechte
& Ansprüche
Service
Consumer

Service Identifying
Serviciology
63
Life
& Limb
Goods
& Chattels
Daten
& Dokumente
Rights
& Claims
Service
Consumer

Service Identifying
Serviciology
64
Life
& Limb
Goods
& Chattels
Data
& Documents
Rights
& Claims
Service
Consumer

Serviciology
Service Identifiers – Service Object, Object Categories & Requirements
65
Life
& Limb
Goods
& Chattels
Data
& Documents
Rights
& Claims
Service
Consumer
Security
Healthiness
Intactness
Well-being
Security
Status
Intactness
Confidentiality
Security
Usability
Functionality
Security
Guarantee
Asset
Warranty
Maintenance
Each singular service must be safely & securely, completely & terminatorily rendered.
Fulfilment
criteria
Fulfilment
criteria

Serviciology
Intro
Centro
Extro
66

Serviciology
Service Identifiers – Explanations, Importance & Combination
67
67
Service
Consu-
mer
• activator &
addressee
• success factor &
value creator
Service
Object
• physical or
logical object
• handed over
by the service
consumer
Service
specific
benefit
• essence of any
service (type)
• effectuated to a
service object

Serviciology
Service Types – Examples, Explanations & Extensions
68
Business Process
Service Object
 practical & explicit
 Service Consumer hands
it over w. service trigger
Benefit
 Change of status
of service object
according to exigencies
Value CreationService Consumer
 Employee in business unit
 in realm of s. customer
 Role Owner / Post Owner
Service Consuming
Service
Consumer
Service
Service
Consuming

Serviciology
Service Types – Service Consumers, Primary Roles & Situations
69
Service Consumer
 Individual in everyday life
Service Consuming
Service
Consumer

Serviciology
Service Types – Service Consumer, Everyman & Service Objects
70
Service Consumer
 Everyman
 Traveller
 Owner of a physical good
Service Consuming
Service
Consumer
Service object Initial state Service-specific benefit
taxi passenger point of entrance taxi passenger is transported to his target location
restaurant guest hungry & thirsty restaurant guest is catered & saturated
car damaged for the car owner the car is repaired
piece of clothing dirty for the owner the piece of clothing is cleaned & ironed
packet with sender for the sender the packet is delivered to the addressee

Serviciology
Service Types – Service Consumer, Employee & Service Objects
71
Service Consumer
 in the realm of s. customer
Service Consuming
Service
Consumer
Service object Initial state Service-specific benefit
customer record registered customer record is professionally processed & booked
order record keyed in order record is professionally processed & booked
billing record determined bill is created & sent according to the order
e-mail written one copy each is forwarded to the e-mailbox of each addressee
file created file is preserved in central storage system

Serviciology
Service Types – Service Consumer, Types & Examples
72
Service
Consumer
Types
employee in
business
unit
recipient of
company
output
employee of
business
partner
guest of the
enterprise
further, …,
other, …

Serviciology
Service Types – Service Objects, Categories & Types
73
Service
Consumer
Types
employee in
business
unit
recipient of
company
output
employee of
business
partner
guest of the
enterprise
further, …,
other, …
Service
Object
Types
Life &
Limb
Goods &
Chattels
Data &
Document
Rights &
Claims

Serviciology
Service Types – Service Consumers, Service Objects & Relations
74
Service
Consumer
Types
employee in
business
unit
recipient of
company
output
employee of
business
partner
guest of the
enterprise
further, …,
other, …
Service
Object
Types
Life &
Limb
Goods &
Chattels
Data &
Document
Rights &
Claims

Serviciology
Service Types – Service Consumers, Service Objects & Service Roles
75
Service
Consumer
Types
employee in
business
unit
recipient of
company
output
employee of
business
partner
guest of the
enterprise
further, …,
other, …
Service
Object
Types
Life &
Limb
Goods &
Chattels
Data &
Document
Rights &
Claims
• passenger
• restaurant guest
• seminar guest
• hairdresser guest
• patient
• ….
• owner
• proprietor
• user
• operator
• tenant
• lessor
• ….
• author
• creator
• processor
• sender
• buyer
• reader
• ….
• owner
• hotel guest
• client
• citizen
• petitioner
• defendant
• …..

Serviciology
Service Types – Service Object, Determination & Service Examples
76
Service
Consumer
Types
employee in
business
unit
recipient of
company
output
employee of
business
partner
guest of the
enterprise
further, …,
other, …
Service
Object
Types
Life &
Limb
• passenger
• seminar guest
• hairdresser guest
• patient
• ….
people transporting service
catering service
training service
hairdressing service
healthcaring service

Serviciology
Service Types – Example, People Transporting Service & S. Identification
77
Service
Consu-
mer
• traveller
Service
Object
• life & limb of the
traveller
Service-
specific
Benefit
• traveller is
transported
from starting
point to his
destination

Serviciology
Service Types – Example, Catering Service & Service Identification
78
Service
Consu-
mer
Service
Object
restaurant guest
Service-
specific
Benefit
is catered with
ordered food

Serviciology
Service Types – Example, Hairdressing Service & Service Identification
79
Service
Consu-
mer
• hairdresser‘s
guest
Service
Object
hairdresser‘s
guest
Service-
specific
Benefit
• hair is dressed
according to the
needs of hair-
dresser‘s guest

Serviciology
Service Types – Example, Health-caring Service & Service Identification
80
Service
Consu-
mer
• patient
Service
Object
patient
Service-
specific
Benefit
• patient is cured

Serviciology
Service Types – Service Categories, Breakdown & Main Categories
81
Service
category
Caring
service
people
baby
sitting
sick-
nursing
technical
systems
machine
cleaning
car
cleaning
Main-
taining
service
Utility
service
electricity watricity
Communi-
cation
service
voice-
based
telephony
text-
based
e-mail
instant
message
Service types & respective servistries can be categorised.

Serviciology
Service Types – Service Hierarchy, Service Types & S. Contribution Types
82
Tertiary
service contribution types
Secondary
Primary
Independent service types
identified
service
type
indispen-
sable service
contribution
type
protective
service
contributing
type
preventing
service
contribution
type
following-up
service
contribution
type
securing
service
contribution
type
preventing
service
contribution
type
recovering
service contri-
bution type
supporting
service
contribution
type
service
contribution
type for basic
provisioning
Each independent service type is aggregated from certain service contributions.

Serviciology
Intro
Centro
Extro
83

Serviciology
Service Quality – Benefit, Connector & Service Type
84
… is connector between …
… precise service identification …
… concise service specification …
… of a required service type.
… is simultaneously consumed ..

Serviciology
Service Quality – Letter Mailing Service, Benefit & Service Identifying
85
 Identifying by means of benefit
• from perspective of Service Consumers
• in terms of Service Consumers
• in view of the activities of Service Consumers
• for intents & exigencies of Service Consumers
 Example Letter Mailing Service
primary benefit: forwarding of the original letter
Service Identifying

Serviciology
Service Quality – Letter Mailing Service, Service Identifiers & Descriptions
86
Service
Consu-
mer
• sender of the
letter
Service
Object • original letter
Service-
specific
Benefit
• original letter is
forwarded to the
letter box of the
addressee
Service Identifying

Serviciology
Service Quality – Letter Mailing Service, Benefit & Connector
87
Service
Consu-
mer
• sender of the
letter
Service
Object • original letter
Service-
specific
Benefit
• original letter is
forwarded to the
letter box of the
addressee
Basic specification for the precisely & succinctly identified service type ‚letter mailing service‘
No. Attribute name & description
Attribute value for Service Level data type
unitBronze Silver Gold
01 Service Consumer Benefits
01.01
Forwarding of the addressed &
stamped letter
For the sender his original letter is forwarded to the
letter box of the designated addressee.
forwarded
original
letter
Service Identifying

Serviciology
Service Quality – Letter Mailing Service, Identifying & Specifying
88
Service Identifying
01.01
stamped letter
letter box of the designated addressee.
forwarded
original
letter
Service Specifying

Serviciology
Service Quality – Letter Mailing Service, Service Attribute 01 & Values
89
01.01
Primary & constitutive benefit:
stamped letter
letterbox of the designated addressee.
forwarded
original
letter
01.02
Quarterny benefit:
bouncing a letter with a wrong address
Each sent letter with a wrong destination address is immediately returned
to the sender adherent an understandable statement and explanation.
rück-
gemeldete
Zustellungs-
fehler01.03
Quarterny benefit:
return of an undeliverable letter
Each undeliverable letter is immediately returned to the sender adherent
an understandable statement and explanation
01.04
Secondary benefit:
Protection of the letter against unauthorized reading
During letter mailing it is ensured that nobody reads or copies the letter.. geschützter
Einwurf-
briefkasten01.05
Secondary benefit::
Letterboxes protected against damaging
Letterboxes are protected against being damaged and against taken out
a letter

Serviciology
Service Quality – Letter Mailing Service, Service Attributes 02-04 & Values
90
02 Service-specific functional parameters
02.01 letter sizes (length x width x. thickness) according to postage rate cm
02.02 letter weight according to postage rate gram
02.03 delivery acknowledgment normal registered letter return receipt option
02.04 delivery conditions normal express airmail option
03 Service Provision Points
03.01 letterbox publicly accessible letterbox
type of letter
delivery point
03.02 post office branch office of the post
03.03 post agency cooperating partner of the post
04 Service Consumer Count 1 number

Serviciology
Service Quality – Letter Mailing Service, Service Attributes 05-07 & Values
91
05 Service Providing Readiness Times
05.01 Monday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
hh:mm
CE(S)T
05.02 Tuesday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.03 Wednesday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.04 Thursday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.05 Friday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.06 Saturday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
05.07 Sunday & Holiday 00:00 – 24:00 00:00 – 24:00 00:00 – 24:00
06 Service Consumer Support Times
06.01 Monday 09:00 – 18:00 09:00 – 18:00 09:00 – 18:00
hh:mm
CE(S)T
06.02 Tuesday 09:00 – 18:00 09:00 – 18:00 09:00 – 18:00
06.03 Wednesday 09:00 – 18:00 09:00 – 18:00 09:00 – 18:00
06.04 Thursday 09:00 – 18:00 09:00 – 18:00 09:00 – 18:00
06.05 Friday 09:00 – 18:00 09:00 – 18:00 09:00 – 18:00
06.06 Saturday 09:00 – 13:00 09:00 – 13:00 09:00 – 13:00
06.07 Sunday & Holiday no support no support no support
07 Service Consumer Support Languages
07.01 English X X X spoken
language07.02 German X X X

Serviciology
Service Quality – Letter Mailing Service, Service Attributes 08 -12 & Values
92
08
Service Fulfilment Target
Minimum ratio of reliably rendered letter mailing services to
explicitly triggered letter mailing services per authorized
service consumer
98,00 %
09
Service Impairment Duration
Maximum allowable duration for second attempt of letter
delivery when it has failed in the first attempt
2 2 1 calendar day
10
Service Providing Duration
Maximum allowable duration for completely & terminatorily
rendering an explicitly triggered letter mailing service
explicitly to the triggering service consumer
for delivery addressees
• in Germany up to 1 calendar day since calendar day of letter delivery
• in European countries up to 3 calendar days since cal. day of letter delivery
• in other countries : up to 7 calendar days since calendar day of letter delivery
calendar day
11
Service Provision Unit
Basic portion of service providing to a triggering service
consumer
The posted letter is delivered to the letterbox of the addressee designated by the
sender of the letter.
terminatory
delivery of the
posted letter
12 Service Providing Price
12.01
Service access price per authorized service consumer
and calendar month
n/a €
12.02
consumption price option 2: volume based
fixed price for staged numbers of services per authorized
service consumer and calendar month
according to postage rate €
12.03
consumption price option 3: unit based
fixed price per consumed service provision unit
according to postage rate €

Serviciology
Service Quality – Service Definition, Service Identifiers & Service Attributes
93
12 standard
service
attributes
1. Service Consumer Benefits
2. Service-specific Functional Parameters
3. Service Provision Points
4. Service Consumer Count
5. Service Providing Readiness Times
6. Service Consumer Support Times
7. Service Consumer Support Languages
8. Service Fulfilment Target
9. Service Impairment Duration
10. Service Providing Duration
11. Service Provision Unit
12. Service Providing Price
• clear-cut & complete
• according to the exigencies &
expectations of addressed and/or
authorized service consumers
• in the terms & wording of addressed
service consumers
• the service attributes comply with
the MECE rule (Mutually Exclusive &
Collectively Exhaustive)
3 generic
service
identifiers
1. Service Consumer
2. Service Object
3. Service-specific Benefit
• constitutive for a service type
• precise & succinct
• from the perspective & perception of
addressed service consmers
Service
characteristics
• inevitable
• unalterable
Service
definition

Serviciology
Service Quality – Service Type, Service Specification & Service Attributes
94
Denomination of the precisely & succinctly identified service type
No. Attribute name Bronze Silver Gold data type/measuremt unit
01 Service Consumer Benefits free text description
02 Service-specific Functional Parameters service-specific
03 Service Provision Points physical location, interface
04 Service Consumer Count number
05 Service Providing Readiness Times weekday times
06 Service Consumer Support Times weekday times
07 Service Consumer Support Languages languages
08 Service Fulfilment Target %
09 Service Impairment Duration hh:mm
10 Service Providing Duration hh:mm:ss
11 Service Provision Unit service-specific
12 Service Providing Price €, $

Serviciology
Service Quality – Service Type, S. Providing Quality & S. Providing Price
95
 clear-cut, complete & consistent
 all 12 attribute values combined
 concerns each explicitly triggered service
 2 pages per service type
 servuction offering of service provider
ServiceProvidingQuality
Service Providing Price

Serviciology
Service Quality – Service Type, Service Levels & Attribute Value Sets
96
01 B
02 B
03 B
04 B
05 B
06 B
07 B
08 B
09 B
10 B
11 B
12 B
01 S
02 S
03 S
04 S
05 S
06 S
07 S
08 S
09 S
10 S
11 S
12 S
01 G
02 G
03 G
04 G
05 G
06 G
07 G
08 G
09 G
10 G
11 G
12 G
Per service level one separate set of 12 service attribute values

Serviciology
Service Quality – Service Attributes, Focus & Service Consumer
97
01 Service Consumer Benefits Listing of benefits free text description
02 Service-specific Functional Parameters Listing of parameters service-specific
03 Service Provision Points Whereabouts S. Consumer physical location, interface
04 Service Consumer Count 1 number
05 Service Providing Readiness Times Working times from … to … weekday times
06 Service Consumer Support Times Working times from … to … weekday times
07 Service Consumer Support Languages Languages spoken w. S. C. languages
08 Service Fulfilment Target Minimum percentage e%
09 Service Impairment Duration Maximum allowable time hh:mm
10 Service Providing Duration Maximum allowable time hh:mm:ss
11 Service Provision Unit Basic portion of benefits service-specific
Focus on
Service
Consumer
&
conditions of
service
rendering

Serviciology
Service Quality – Service Specification, Turntable & Pivot
98
Service Identifying
Service Specifying
Service Composing
Service Cataloguing
Service Committing
Service Concerting
Service Billing
Service
specification
Service
Consumer
Servuction
Customer
Service
concept
Service
Bill

Serviciology
Service Quality – Benefit, Beneficiary & Service Consumer
99
… is connector between …
… precise service identification …
… concise service specification …
… of a required service type.
.. is simultaneously consumed ...

Serviciology
Intro
Centro
Extro
100

Serviciology
Service Providing – Servicescape, Examples & Service Consumers
101
Combined from ‚Service‘ & ‚Landscape‘
phrased by Mary Jo Bitner, already in 1981,
in „Marketing Strategies and Organization Structures for service firms”
in “Marketing of Services” der American Marketing Association
http://en.wikipedia.org/wiki/Servicescape
SERVICESCAPE

Serviciology
Service Providing – Service Consumer, Servicescape & Service Providing
102
SERVICESCAPE
Just for the service consumers
• the entire servicescape is planned & established, operated & maintained
• service providing readiness is established & kept up
• service providing capacity is kept up & adjusted
• on an explicit service trigger one singular service is reliably rendered

Serviciology
Service Providing – Servuction Model, Main Roles & Main Spheres
103
SERVICESCAPE
Service Concerting
Servuction
Customer
Service
Consumer
Service
Provider
in-/external
Service
Feeder
Service

Serviciology
Service Providing – Service Trigger, Service Consumer & Service Transaction
104
Service trigger
activity of an authorized service consumer
trigger for a singular & unique service transaction
• explicitly when service rendering is needed
• on current service provision point
• handing over his service- object
• with individual service configuring
• beginning of effective service providing duration

Serviciology
Service Providing – Service Provision Point, S. Consumer & Service Object
105
Location Acting role Action/Activity Explanation
Service
Provision
Point
Service
Consumer
Service initiation
Integrating the authorized service consumer into the
servuction environment
Service trigger
Service consumer explicitly triggers a singular & unique
service of the required service type for efficiently executing
his upcoming activity
Service
configuring
Service consumer sets parameters and fulfilment criteria
for effectuating & rendering the explicitly triggered service
Service object
hand over
Service consumer hands over his physical or logical service
object to the servuction environment and/or to the
custody & control of the accountable service provider

Serviciology
Service Providing – Service Consumer, Integration & Instruction
106
practical
service need
service
consumer
integration
service
configuring
& triggering
service
rendering &
service
consuming
service
consumer
extegration
seamlessly
into service-
scape
instan-
taneously &
reliably
Service consumer must be guided through the
environment & the course of service rendering
(navigation/menu, hints, instructions, …, support)
seamlessly!
for
executing
upcoming
activity
hand over
service
object
current
fulfilment
criteria

Serviciology
Service Providing – Service Provider, Service Object & S. Effectuating
107
Servuction
environment
Service
Provider
Service object
take over
Service provider takes over the service object from the
triggering service consumer
Service
consumer
instructing
Service provider guides the triggering service consumer
through the course & the environment of service rendering
Service
transacting
Service provider ensures that all required service
contribution of the triggered service type are aggregated
according to the service screenplay by executing all service-
relevant functions & activities
Effectuating
benefits to the
service object
Service provider ensures safe & secure, reliable & effective,
complete & terminatory effectuating of the service-specific
benefits to the service object of the service consumer

Serviciology
Service Providing – Service Consumer, Service Consuming & Extegration
108
Service
Provision
Point
Service
Consumer
Service
Consuming
Service consumer simultaneously consumes the triggered
service whilst it is effectuated for him & rendered to him
Service consumer executes his upcoming activity based on
the changed status of his service object
Service
Consumer
Extegrating
Service consumer is extegrated from the course and the
environment of service rendering

Serviciology
Service Providing – Service Screenplay, E-Mailing Service & S. Trigger
109
Service Providing Activity Explanation Service Contribution
Triggering an e-mailing service Authorized service consumer clicks on ‘Send’-Button none

Serviciology
Service Providing – Service Screenplay, E-Mailing Service & Replication
110
Replication of original e-mail
Copy of the original e-mail is replicated from the e-mail client
system to e-mail entry server of the respective e-mail Account
Replication service

Serviciology
Service Providing – Service Screenplay, E-Mailing Service & Antivirus
111
Replication service
Scanning of e-mail content &
attachments for virus and malware
Identified viruses or malware are purged or respective
elements are isolated
Antivirus service(s)

Serviciology
Service Providing – Service Screenplay, E-Mailing Service & Directoring
112
Replication service
Authentication of e-mail-addresses and
respective accounts
internal & external accounts are identified & verified LDAP service(s)

Serviciology
Service Providing – Service Screenplay, E-Mailing Service & Name Resolving
113
Replication service
respective accounts
Addressing of e-mail hosts and other
service-relevant systems
Determining P-Addresses for hostnames of other e-mail-server
systems, e-mail gateway servers and/or. SMTP gateway
DNS Service(s)

Serviciology
Service Providing – Service Screenplay, E-Mailing Service & Routing
114
Replication service
respective accounts
Determining IP-Addresses for hostnames of other e-mail-
server systems, e-mail gateway servers and/or. SMTP gateway
DNS service(s)
E-mail routing Determining e-mail routes to target domains routing service(s)

Serviciology
Service Providing – Service Screenplay, E-Mailing Service & Delivery Receipt
115
Replication service
respective accounts
Determining IP-Addresses for hostnames of other e-mail-
server systems, e-mail gateway servers and/or. SMTP gateway
DNS service(s)
E-mail routing Determining e-mail routes to target domains routing service(s)
Making e-mail copies creating copies of e-mail text & e-mail attachments copy service(s)
Forwarding copies of the original e-mail
Forwarding either to internal e-mail server systems or via the
SMTP gateway to the external e-mailing service feeder
storing & forwarding
service(s)
Delivering the e-mail copies
Delivering by the internally or externally responsible service
feeder
e-Mail delivering service(s)
Returning a receipt of delivery Receipt returned generally or on request e-mail-receipt service

Serviciology
Service Providing – Demarcation, Service Rendering & Service Consuming
116
Service rendering
Effectuating the service-specific benefits by servuction
automats and/or service actors
Effectuating occurs
• on explicit service trigger of a service consumer
• at the current service provision point
• to the designated service object
• according to individual service configuring
• including feedback to the triggering service consumer
Service consuming
Consuming the effectuated benefits by the triggering service
consumer
Service consuming occurs
• simultaneously to service rendering
• by executing his upcoming activity
• in order to create value in the respective context

Serviciology
Service Providing – Demarcation, Service Output & Service Outcome
117
Service output
Changed status of the handed over service object
Service output
• is the purposefully changed status of the service object
• is achieved by effectuating the service specific benefits
• satisfies the current exigencies & expectations of the
triggering service consumer
• enables the triggering service consumer to execute his
upcoming activity
Service outcome
effect of the rendered service and/or of the changed
status of the handed over service object
Service outcome
• comprises the fact that the triggering service consumer can
efficiently execute his upcoming activity
• was the motive for the service consumer to explicitly trigger a
service of this type

Serviciology - Service Terminology and Service Taxonomy V01.01.03

Serviciology - Service Terminology and Service Taxonomy V01.01.03

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