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Chapter 1
The Service Economy
2
2. Facilitating Role of Services in an Economy (Figure 1.1)
3. Economic Evolution (Table 1.1, Figure 1.2, and Figure 1.3)
4. Stages of Economic Development (Table 1.2)
5. Nature of the Service Sector (Figure 1.4)
6. The Experience Economy (Table 1.3, Table 1.4, and Figure 1.5)
7. Service –Dominant Logic (Table 1.5)
8. Distinctive Characteristics of Service Operations
9. The Service Package (Figure 1.6 and Table 1.7)
10. Grouping Services by Delivery Process (Figure 1.7 and Figure 1.8)
11. Open-Systems View of Service Operations Management (Figure 1.9)
TOPICS FOR DISCUSSION
1. Illustrate how the type of work that he or she does influences a person's lifestyle. For example, contrast a farmer,
a factory worker, and a schoolteacher.
A farmer's lifestyle is, to a certain extent, still influenced and conditioned by the elements, the weather, the quality
of the soil, and the availability of water. Life is partly a game, but mostly it is a struggle against nature. The rhythm
of life is shaped by nature and the pace of work varies with the season.
In the case of the factory worker, the struggle is against a fabricated nature: a world of cities, factories and tenements.
Life is machine-paced (or at least appears to be). Efficiency is the watchword and productivity is its measure. The
standard of living is measured by the quantity of goods a person has. The worker becomes just a part, a person in
the bureaucratic and faceless organizations that spring up to achieve the task of production and distribution of these
goods. The individual is the unit of social life, with society considered as the sum of all the individual decisions
being made in the marketplace. Protection from the organization is often sought through labor unions.
A schoolteacher interacts on a face-to-face basis with his/her students in an intellectual environment. A career in
teaching involves continual reading in the subjects taught and searching for innovative ways to motivate students.
Life is reflective, ordinarily not physically demanding, and work is conducted in a pleasant campus environment.
2. Is it possible for an economy to be based entirely on services?
Economies based on services only are exceptions and rare ones at that, e.g., Andorra and Liechtenstein, resort
islands in the South Pacific and the Caribbean, and Monte Carlo (gambling). Such countries must import their food,
consumer goods, and durables. But as a rule, this cannot be done for larger economies where production of food
and/or goods is essential.
3. What is the value of self-service in an economy?
Measuring self-service is a problem in its own right and currently is not included in the GNP. A creative discussion
of methods to measure self-service indirectly would include accounting for customer labor in transactions such as
buying a meal at a fast-food restaurant where you are expected to bus your own table or the savings in pumping
Chapter 1
The Service Economy
3
your own gas at a filling station. Self-service has additional value because the labor is present only when it is
needed. In Chapter 5 “Technology in Services” the topic of self-service technology (SST) will be explored.
4. Determine if the U.S. service sector currently is expanding or contracting based upon the Non-Manufacturing
Index (NMI) found at ISM Report on Business on the Institute of Supply Management website:
http://www.ism.ws/pubs/ismmag/.
The ISM Report of Business has a wealth of survey data from industry respondents on the current level of business
activity for the month. The first table presents the ISM series index for the current and previous month for several
measures (e.g., new orders, employment, inventories, etc.). An index value above 50 indicates an expanding service
sector economy, below 50 a declining economy. The table also contains a measure of the index direction and rate
of change.
5. What are challenges of the sharing economy with respect to regulation, insurance, and trust issues?
Push back from established service providers has occurred with many cities requiring for example Uber drivers to
abide by the same arrest back ground checks required of regular taxi drivers. Airbnb renters have run afoul of
zoning restrictions and other rules governing temporary rentals and need for inspections. For Uber whether a car-
owner’s insurance is liable in the event of an accident remains a question. Airbnb has a $50,000 guarantee for hosts
against property and furniture damage from a tenant. The Airbnb site allows hosts and guests to find out more
about each other in advance of a commitment.
6. Critique the “Distinctive Characteristics of Service Operations” by arguing that the characteristics of, customer
participation, simultaneity, perishablity, intangibility, and heterogeneity, may apply to goods as well.
The following analysis is based upon the article “The Four Service Marketing Myths: Remnants of a Goods-Based,
Manufacturing Model,” Journal of Service Research, 6, no. 4, (May 2004), pp. 324-335 by Stephen L. Largo and
Robert F. Lushc. Note how the arguments are a precursor of Service-Dominant Logic.
Customer participation in the service process This characteristic was not one of the original four unique
characteristics of services offered by our colleagues in marketing. In taking a process perspective customer
participation should be expanded beyond a physical presence in the process, for example, providing health history
to a physician, investing savings in a bank, or entrusting one’s automobile to a repair shop. Customer participation
in the service delivery process is the hallmark of all services but could be found in collaborative product design in
manufacturing. Interestingly the attempt to reduce customer-employee interaction through the promotion of self-
service just reinforces the customer role as co-producer.
Simultaneity In an attempt to achieve manufacturing efficiencies, some services decouple part of the delivery
process from the customer. The typical example is auto repair that involves processing a customer’s tangible
possession in a factory setting that does not require the simultaneous presence of the customer. Most services such
as restaurants, banks, and hotels have a front and back office operation with part of the service produced in the back
office where customer demand can be batched and processed with manufacturing efficiency.
Perishability The concept that services cannot be produced at one point in time, inventoried, and later sold upon
demand led to the concept of service perishability. However, service capability can be stored in systems, databases,
knowledge, and people to be used when called upon. In fact, service capacity as measured, for example, in hotel
rooms or airline seats is routinely referred to as inventory to be sold at a later date. Unlike manufacturing, service
capacity is inventoried prior to production rather than after. Finally, when customers form a queue waiting for
service, one might consider this to be an inventory of raw material.
Intangibility With few exceptions, essentially all goods have a service component, whereas all services have some
facilitating goods in the service package. Thus, goods and services can be placed on a continuum according to the
Chapter 1
The Service Economy
4
relative degree of tangibility. For example, in the purchase of a home entertainment center the financing offered
by the store is a service. On a domestic airline flight, passengers in coach are offered a drink and peanuts.
Heterogeneity Process variability destroys efficiency and consistency in quality both in manufacturing and services.
Standardization in services, such as limited menus at fast-food restaurants, is an attempt to reduce input variability.
In the medical field, standardization of procedures has a major impact on reducing infection and recurrence.
INTERACTIVE CLASS EXERCISE
The class breaks into small groups. Each group identifies service firms that should be listed in the Fortune 100
and places them in rank order of estimated annual revenue.
Post on the backboard the combined results of the student groups. Bring to class an PowerPoint slide or overhead
of the most recent listing of the Fortune 100 to compare with the students’ lists (see http://www.fortune.com).
Chapter 1
The Service Economy
5
CASE 1.1: VILLAGE VOLVO
1. Describe Village Volvo's service package.
The following descriptions address the four elements of Village Volvo's service package: supporting facility,
facilitating goods, explicit services, and implicit service.
Supporting facility The new Butler building with ample service bays (two bays per mechanic) and comfortable
waiting room promotes the customer's positive perception of the organization. The suburban location could mean
difficult access and the possible need for a shuttle.
Facilitating goods Specialized tools and an inventory of select auto parts are obvious items in this element.
Information The unique and possibly differentiating feature is the Custom Care Vehicle Dossier (CCVD), which
serves as a powerful information tool for both mechanic and customer. The CCVD acts as a prompt to the customer
to seek continuing service in a pattern (based upon mileage or time). Analysis of customer patterns can assist
Village Volvo in predicting demand and scheduling its operations to make full use of capacity.
Explicit services The two owners of Village Volvo are former authorized Volvo dealer mechanics and have 22
years of combined experience between them. They have earned a respected reputation and satisfied customer
following. Service availability is enhanced by the use of "express times" when customers can come in and get
quick, routine jobs done while they wait.
Implicit services The owners' attitudes and emphasis on customer satisfaction is illustrated by encouraging
inspection of replaced parts. The policy of confirming work prior to commencement is essential to the customer's
perception of reliability and participation in the service process.
2. How are the distinctive characteristics of a service firm illustrated by Village Volvo?
Village Volvo exemplifies many characteristics of a service firm, one of which is that the inputs are the customers
themselves. Listed below are the distinguishing characteristics of a service firm and the specific attributes of Village
Volvo, which exemplify those characteristics.
Customer participation in the service process
The client brings his or her car to Village Volvo for specific needs or routine services during scheduled
times. There is continuous interaction between the client and the service manager and the assigned mechanic as
evidenced by the discussion of problems and the test drive of the vehicle prior to the time when the repair work is
done. Once the repair is complete, the client does the quality control inspection and is furnished with the worn
parts.
Simultaneity
For routine repairs, customers can wait in the attractively furnished waiting area. In most cases the
customers drop off their vehicles early in the morning and return for pickup at the end of the day. This allows
Village Volvo some latitude in scheduling the daily work. For repair services, production and consumption of the
service need not occur simultaneously, because the service is performed on the customer's property, which can be
inventoried.
Perishability
Village Volvo is aware of this problem and has taken action to smooth demand, first by encouraging clients to make
appointments for diagnosis and repair of specific problems and then by scheduling "drop in" times for Wednesday
Chapter 1
The Service Economy
6
afternoon and Thursday morning. During peak hours, all mechanics are asked to deal with customers to reduce
customer-waiting time.
Intangibility
Most customers are unable to judge the quality of an automobile repair service and thus, reputation becomes very
important. If Village Volvo did not have such a good reputation, it would be difficult to persuade customers to use
the private garage rather than the dealership. Village Volvo tries to reduce this intangibility by providing customers
with their worn out parts.
Heterogeneity
Village Volvo is a service shop with the capability to handle a variety of auto repair problems. The mechanics treat
each customer's problem individually by explaining to the customer exactly what has occurred and what will
happen.
3. How could Village Volvo manage its back office (i.e., repair operations) like a factory?
After receiving the cars for repair at the beginning of the day, the scheduling of repairs can be planned in accordance
with the availability of the mechanics and the promised delivery times. Thus, the back office can be run much like
a manufacturing job shop. Routine work like brake pad replacement and minor tune-ups can be delegated to
apprentice mechanics in order to achieve cost savings.
4. How can Village Volvo differentiate itself from Volvo dealers?
Dealers have traditionally neglected their service departments because more money was made in the sale of vehicles.
The turnover of dealer mechanics also has been high because good mechanics leave to open their own shops such
as Village Volvo. The appeal of the independent mechanic is the personal relationship and trust that develops
between vehicle owner and mechanic. The Custom Care Vehicle Dossier is a method that Village Volvo uses to
establish the customer's loyalty.
CASE 1.2: XPRESSO LUBE
[Students Robert Ferrell, Greg Miller, Neil Orman, and Trent Reynolds prepared this analysis.]
1. Describe Xpresso Lube’s service package?
• Supporting facility: Xpresso Lube has a fixed amount of operational capacity because it has a limited
number of service lifts – two to be exact. Other components of its supporting facility are tools and
equipment, an equipment storage area, a spacious waiting room, chairs, a service counter, street access and
parking.
• Facilitating goods: oil, filters, auto parts, coffee, snacks, cups, napkins, sugar, and milk.
• Information: for regular customers a reminder card could be sent for routine maintenance.
• Explicit services: a car with new oil and filter, maintenance checks of the car, and a cup of coffee.
Chapter 1
The Service Economy
7
• Implicit services: trust, a feeling of not “getting screwed,” a feeling of keeping the car maintained, the
satisfaction that comes from taking care of one’s car, the good feeling that comes from recycling the old
oil, a caffeine lift, and the satisfaction of drinking good coffee while you wait.
2. How are the distinctive characteristics of a service operation illustrated by Xpresso Lube?
• Customer Participation in the Service Process: Customers bring their cars to Xpresso Lube and wait for
the oil change. Customers are invited to inspect the car while on the lift to observe other needed repairs.
• Simultaneity: Using the coffee shop as a pleasant diversion allows Xpresso Lube to reduce partially the
need for working on arriving cars immediately. Providing a shuttle service to the nearby University and
State Capital would allow scheduling of oil changes.
• Perishability: The number of car lifts at the shop limits Xpresso Lube’s capacity. This oil change business
also owns an auto repair facility next door so the two businesses can deploy mechanics between them to
utilize labor capacity in the most efficient way.
• Intangibility: When an oil change is done in a typical pit, the customer cannot actually see the process and,
after the service, the car’s performance probably will not be noticeably different. In this situation,
customers rely on the word of the oil change service person. Xpresso Lube’s car lift design allows customers
to watch its service, which gives customers more assurance that their needs are being met.
• Heterogeneity: Different cars provide some variability in the oil change routine. Some customers even
come only for the coffee.
3. What elements of Xpresso Lube’s location contribute to its success?
Xpresso Lube is located on the main thoroughfare leading to the University of Texas and, thus, provides excellent
visibility. The immediate business area is bustling and diverse, and attracts a broad spectrum of visitors. It’s also
an area where customers don’t mind waiting because they can walk to a variety of popular shops (e.g., Wheatville
Co-Op and Half-Priced Books).
4. Given the example of Xpresso Lube, what other services could be combined to “add value” for the customer?
Many examples exist in today’s business environment. One common service combination is selling concessions –
candy, popcorn, or beer, for example – with showing movies, sports events, or concerts. Others include the
combination of bookstores and coffeehouses, gaming activities such as pool or bowling with alcohol sales and
prepared food (e.g., Dave & Busters), fast food and gasoline (e.g., Exxon and McDonald’s).
All of these combinations support one another and marry related customer needs. In the case of gas and
hamburgers, for example, customers are in a hurry and the service combination provides them additional reasons to
stop. Other examples take advantage of unfilled waiting time. By locating in a shopping mall, a one-hour eyeglass
store provides its customers something to do while they wait for their glasses (i.e., shop at other mall stores).
CHAPTER QUIZ QUESTIONS
True/False
1. Services are deeds, processes, and performances. (T)
2. The Clark-Fisher hypothesis notes the shift of employment from one sector of the economy to another. (T)
3. The fall in employment in the agricultural sector is the primary reason for the increase in service sector
employment. (F)
4. The consumer participates in the service process, which is not the case in manufacturing. (T)
Chapter 1
The Service Economy
8
5. The classification of service systems using the "service process matrix" is based on two considerations:
degree of labor intensity, and the degree of service customization. (T)
6. From an open-systems view, the output of a service system consists of satisfied customers. (T)
7. The service experience defined as escapism requires the most commitment from the customer. (T)
8. A study of service systems must begin with the fundamental idea that the basic inputs are supporting facility,
facilitating goods, labor, and capital. The output is the service offered. (F)
9. In contrast to manufacturing, the aesthetics of the environment play a major role in the customer's perception
of the service. (T)
10. The fact that services can be inventoried is an important characteristic, which distinguishes them from
manufacturing. (F)
11. Reduction of the role played by the consumer is an effective way of improving productivity and decreasing
the cost of the service. (F)
12. Services are time-perishable. An opportunity to provide a service, if forgone, is lost forever. (T)
13. Both manufacturing and services can suffer from technological obsolescence. (T)
14. Retail and wholesale trade had the greatest percentage of U.S. employment by industry in 2014. (T)
15. From a marketing perspective, services, unlike goods, involve transfer of ownership. (F)
16. It is convenient and often necessary to combine the operations and marketing functions for service
organizations. (T)
17. Sharing service resources among customers presents a challenge for mangers. (T)
18. Little or no interaction between customer and service provider is required when the service is customized (F)
19. Personnel training is a criterion for evaluating the explicit services feature of the service package. (T)
20. The decrease in the proportion of income spent on the basic necessities of life has encouraged the demand for
more services and accelerated the transition to post-industrial society. (T)
21. Marketing helps smooth demand to match capacity in service operations. (T)
22. Service-dominant logic is the foundation of “service science.” (T)
23. Value for the “business service experience” is derived from co-creation. (T)
24. A standardized experience is a feature of the new experience economy. (F)
25. A business service experience (B2B) has three dimensions: co-creation of value, relationships, and
sustainability. (F)
Multiple Choice
1. The service package consists of five features. Which one of the features listed below is not included in the
package?
a. Explicit services
b. Supporting facility
c. Information
d. Cost of service*
2. The major input into a large public hospital from a service point of view would be:
Chapter 1
The Service Economy
9
a. physicians' services.
b. patients.*
c. nursing services.
d. federal reimbursement (Medicare/Medicaid).
3. Which of the following is not true of services?
a. The customer is the input.
b. The customer takes an active part in the service.
c. A service can be inventoried.*
d. Production and consumption occur simultaneously.
4. Which of the following is not a type of service in the non-ownership classification?
a. Goods rental
b. Information*
c. Labor and expertise
d. Network usage
5. The service process matrix classification consists of four categories of services. Which one of the four features
listed below is not included in this classification?
a. Service factory
b. Service shop
c. Public service*
d. Professional service
6. Which service offering is best described by the following service mix: a high degree of customer interaction and
a high degree of labor intensity?
a. Public university
b. Cruise ship
c. Plumbing repair
d. Chiropractor*
7. Division of labor is the central concept of:
a. Industrial societies*
b. Preindustrial societies
c. Agrarian societies
d. Postindustrial societies
8. An empty airline seat or hotel room not occupied best illustrates the characteristic of a service's
a. time perishability.*
b. labor intensity.
Chapter 1
The Service Economy
10
c. intangibility.
d. simultaneous production and consumption.
9. Which type of service falls under the category of "high labor intensity/low interaction and customization?"
a. Service factory
b. Service shop
c. Mass service*
d. Professional service
10. Which one of the following is not a value-added service provided by a manufacturer to increase profits?
a. Financing or leasing
b. Customer-support call center*
c. After-sales maintenance
d. Network and communication services
11. Which of the following is not a feature of the new experience economy?
a. The experience is memorable.
b. The experience is customized.*
c. The customer is treated as a guest.
d. The experience is staged.
12. The key technology of a postindustrial society is ________.
a. machines
b. energy
c. information*
d. intellectual capital of the workers
13. Capital decisions, technological advances, and managing demand are some managerial challenges for a
a. service factory. *
b. service shop.
c. mass service.
d. professional service.
14. Which among the following strategies is used by fast-food restaurants to reduce costs?
a. Increase advertising via the Internet.
b. Allowing the customer to play an active part in the service process. *
c. Increase prices.
d. Increasing menu items to cater to varying tastes.
Chapter 1
The Service Economy
11
15. Which one of the following reasons best explains the recession-resistant nature of services?
a. Services cannot be inventoried.*
b. Many services, such as healthcare, are essential.
c. Many service employees, such as those who work on commission, do not need to be laid off during
recessions.
d. The number of jobs in maintenance and repair services increases during recessions.
16. The concept of economies of scale is best described as
a. the replacement of fixed costs with variable costs.
b. selling a wider range of products.
c. a synonym for economies of scope.
d. the replacement of variable costs with fixed costs.*
17. The presence of a friendly desk clerk in a budget hotel is an example of which of the four features of a service
package?
a. supporting facility
b. facilitating goods
c. explicit services
d. implicit services *
18. The concept of economies of scope is best described as
a. a synonym for economics of scale.
b. the use of brand extensions.
c. using existing channels of distribution to introduce a new product.*
d. extending existing distribution channels to reach new customers.
19. Which of the following is not a principle on which service experience design is based?
a. Theme the experience.
b. Eliminate negative cues.
c. Mix in memorabilia.
d. Encourage customer feedback.*
20. _____________ is a foundation premise of Service-Dominant Logic
a. The customer is always right
b. Only post-industrial economies are service economies
c. Goods are distribution mechanisms for service provision*
d. Money is the fundamental basis of exchange
21. Which of the following does not describe a business service experience?
Chapter 1
The Service Economy
12
a. themed*
b. co-creation
c. collaboration
d. problem solving
21. The realms of an experience include all but one of the following:
a. Entertainment
b. Education
c. Estheticism
d. Elation*
22. Which one of the following is not a dimension of a business service experience?
a. Co-creation of value
b. Problem solving*
c. Relationships
d. Service capability
23. Which of the following is an example of a business service (B2B)?
a. Communications
b. Auditing*
c. Retailing
d. Leasing
25. In an experience economy the method of supply is
a. revealed over time.*
b. stored in bulk.
c. delivered on demand.
d. inventoried.
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Solution Manual for Service Management 9th by Bordoloi

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  • 5.
    Chapter 1 The ServiceEconomy 2 2. Facilitating Role of Services in an Economy (Figure 1.1) 3. Economic Evolution (Table 1.1, Figure 1.2, and Figure 1.3) 4. Stages of Economic Development (Table 1.2) 5. Nature of the Service Sector (Figure 1.4) 6. The Experience Economy (Table 1.3, Table 1.4, and Figure 1.5) 7. Service –Dominant Logic (Table 1.5) 8. Distinctive Characteristics of Service Operations 9. The Service Package (Figure 1.6 and Table 1.7) 10. Grouping Services by Delivery Process (Figure 1.7 and Figure 1.8) 11. Open-Systems View of Service Operations Management (Figure 1.9) TOPICS FOR DISCUSSION 1. Illustrate how the type of work that he or she does influences a person's lifestyle. For example, contrast a farmer, a factory worker, and a schoolteacher. A farmer's lifestyle is, to a certain extent, still influenced and conditioned by the elements, the weather, the quality of the soil, and the availability of water. Life is partly a game, but mostly it is a struggle against nature. The rhythm of life is shaped by nature and the pace of work varies with the season. In the case of the factory worker, the struggle is against a fabricated nature: a world of cities, factories and tenements. Life is machine-paced (or at least appears to be). Efficiency is the watchword and productivity is its measure. The standard of living is measured by the quantity of goods a person has. The worker becomes just a part, a person in the bureaucratic and faceless organizations that spring up to achieve the task of production and distribution of these goods. The individual is the unit of social life, with society considered as the sum of all the individual decisions being made in the marketplace. Protection from the organization is often sought through labor unions. A schoolteacher interacts on a face-to-face basis with his/her students in an intellectual environment. A career in teaching involves continual reading in the subjects taught and searching for innovative ways to motivate students. Life is reflective, ordinarily not physically demanding, and work is conducted in a pleasant campus environment. 2. Is it possible for an economy to be based entirely on services? Economies based on services only are exceptions and rare ones at that, e.g., Andorra and Liechtenstein, resort islands in the South Pacific and the Caribbean, and Monte Carlo (gambling). Such countries must import their food, consumer goods, and durables. But as a rule, this cannot be done for larger economies where production of food and/or goods is essential. 3. What is the value of self-service in an economy? Measuring self-service is a problem in its own right and currently is not included in the GNP. A creative discussion of methods to measure self-service indirectly would include accounting for customer labor in transactions such as buying a meal at a fast-food restaurant where you are expected to bus your own table or the savings in pumping
  • 6.
    Chapter 1 The ServiceEconomy 3 your own gas at a filling station. Self-service has additional value because the labor is present only when it is needed. In Chapter 5 “Technology in Services” the topic of self-service technology (SST) will be explored. 4. Determine if the U.S. service sector currently is expanding or contracting based upon the Non-Manufacturing Index (NMI) found at ISM Report on Business on the Institute of Supply Management website: http://www.ism.ws/pubs/ismmag/. The ISM Report of Business has a wealth of survey data from industry respondents on the current level of business activity for the month. The first table presents the ISM series index for the current and previous month for several measures (e.g., new orders, employment, inventories, etc.). An index value above 50 indicates an expanding service sector economy, below 50 a declining economy. The table also contains a measure of the index direction and rate of change. 5. What are challenges of the sharing economy with respect to regulation, insurance, and trust issues? Push back from established service providers has occurred with many cities requiring for example Uber drivers to abide by the same arrest back ground checks required of regular taxi drivers. Airbnb renters have run afoul of zoning restrictions and other rules governing temporary rentals and need for inspections. For Uber whether a car- owner’s insurance is liable in the event of an accident remains a question. Airbnb has a $50,000 guarantee for hosts against property and furniture damage from a tenant. The Airbnb site allows hosts and guests to find out more about each other in advance of a commitment. 6. Critique the “Distinctive Characteristics of Service Operations” by arguing that the characteristics of, customer participation, simultaneity, perishablity, intangibility, and heterogeneity, may apply to goods as well. The following analysis is based upon the article “The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model,” Journal of Service Research, 6, no. 4, (May 2004), pp. 324-335 by Stephen L. Largo and Robert F. Lushc. Note how the arguments are a precursor of Service-Dominant Logic. Customer participation in the service process This characteristic was not one of the original four unique characteristics of services offered by our colleagues in marketing. In taking a process perspective customer participation should be expanded beyond a physical presence in the process, for example, providing health history to a physician, investing savings in a bank, or entrusting one’s automobile to a repair shop. Customer participation in the service delivery process is the hallmark of all services but could be found in collaborative product design in manufacturing. Interestingly the attempt to reduce customer-employee interaction through the promotion of self- service just reinforces the customer role as co-producer. Simultaneity In an attempt to achieve manufacturing efficiencies, some services decouple part of the delivery process from the customer. The typical example is auto repair that involves processing a customer’s tangible possession in a factory setting that does not require the simultaneous presence of the customer. Most services such as restaurants, banks, and hotels have a front and back office operation with part of the service produced in the back office where customer demand can be batched and processed with manufacturing efficiency. Perishability The concept that services cannot be produced at one point in time, inventoried, and later sold upon demand led to the concept of service perishability. However, service capability can be stored in systems, databases, knowledge, and people to be used when called upon. In fact, service capacity as measured, for example, in hotel rooms or airline seats is routinely referred to as inventory to be sold at a later date. Unlike manufacturing, service capacity is inventoried prior to production rather than after. Finally, when customers form a queue waiting for service, one might consider this to be an inventory of raw material. Intangibility With few exceptions, essentially all goods have a service component, whereas all services have some facilitating goods in the service package. Thus, goods and services can be placed on a continuum according to the
  • 7.
    Chapter 1 The ServiceEconomy 4 relative degree of tangibility. For example, in the purchase of a home entertainment center the financing offered by the store is a service. On a domestic airline flight, passengers in coach are offered a drink and peanuts. Heterogeneity Process variability destroys efficiency and consistency in quality both in manufacturing and services. Standardization in services, such as limited menus at fast-food restaurants, is an attempt to reduce input variability. In the medical field, standardization of procedures has a major impact on reducing infection and recurrence. INTERACTIVE CLASS EXERCISE The class breaks into small groups. Each group identifies service firms that should be listed in the Fortune 100 and places them in rank order of estimated annual revenue. Post on the backboard the combined results of the student groups. Bring to class an PowerPoint slide or overhead of the most recent listing of the Fortune 100 to compare with the students’ lists (see http://www.fortune.com).
  • 8.
    Chapter 1 The ServiceEconomy 5 CASE 1.1: VILLAGE VOLVO 1. Describe Village Volvo's service package. The following descriptions address the four elements of Village Volvo's service package: supporting facility, facilitating goods, explicit services, and implicit service. Supporting facility The new Butler building with ample service bays (two bays per mechanic) and comfortable waiting room promotes the customer's positive perception of the organization. The suburban location could mean difficult access and the possible need for a shuttle. Facilitating goods Specialized tools and an inventory of select auto parts are obvious items in this element. Information The unique and possibly differentiating feature is the Custom Care Vehicle Dossier (CCVD), which serves as a powerful information tool for both mechanic and customer. The CCVD acts as a prompt to the customer to seek continuing service in a pattern (based upon mileage or time). Analysis of customer patterns can assist Village Volvo in predicting demand and scheduling its operations to make full use of capacity. Explicit services The two owners of Village Volvo are former authorized Volvo dealer mechanics and have 22 years of combined experience between them. They have earned a respected reputation and satisfied customer following. Service availability is enhanced by the use of "express times" when customers can come in and get quick, routine jobs done while they wait. Implicit services The owners' attitudes and emphasis on customer satisfaction is illustrated by encouraging inspection of replaced parts. The policy of confirming work prior to commencement is essential to the customer's perception of reliability and participation in the service process. 2. How are the distinctive characteristics of a service firm illustrated by Village Volvo? Village Volvo exemplifies many characteristics of a service firm, one of which is that the inputs are the customers themselves. Listed below are the distinguishing characteristics of a service firm and the specific attributes of Village Volvo, which exemplify those characteristics. Customer participation in the service process The client brings his or her car to Village Volvo for specific needs or routine services during scheduled times. There is continuous interaction between the client and the service manager and the assigned mechanic as evidenced by the discussion of problems and the test drive of the vehicle prior to the time when the repair work is done. Once the repair is complete, the client does the quality control inspection and is furnished with the worn parts. Simultaneity For routine repairs, customers can wait in the attractively furnished waiting area. In most cases the customers drop off their vehicles early in the morning and return for pickup at the end of the day. This allows Village Volvo some latitude in scheduling the daily work. For repair services, production and consumption of the service need not occur simultaneously, because the service is performed on the customer's property, which can be inventoried. Perishability Village Volvo is aware of this problem and has taken action to smooth demand, first by encouraging clients to make appointments for diagnosis and repair of specific problems and then by scheduling "drop in" times for Wednesday
  • 9.
    Chapter 1 The ServiceEconomy 6 afternoon and Thursday morning. During peak hours, all mechanics are asked to deal with customers to reduce customer-waiting time. Intangibility Most customers are unable to judge the quality of an automobile repair service and thus, reputation becomes very important. If Village Volvo did not have such a good reputation, it would be difficult to persuade customers to use the private garage rather than the dealership. Village Volvo tries to reduce this intangibility by providing customers with their worn out parts. Heterogeneity Village Volvo is a service shop with the capability to handle a variety of auto repair problems. The mechanics treat each customer's problem individually by explaining to the customer exactly what has occurred and what will happen. 3. How could Village Volvo manage its back office (i.e., repair operations) like a factory? After receiving the cars for repair at the beginning of the day, the scheduling of repairs can be planned in accordance with the availability of the mechanics and the promised delivery times. Thus, the back office can be run much like a manufacturing job shop. Routine work like brake pad replacement and minor tune-ups can be delegated to apprentice mechanics in order to achieve cost savings. 4. How can Village Volvo differentiate itself from Volvo dealers? Dealers have traditionally neglected their service departments because more money was made in the sale of vehicles. The turnover of dealer mechanics also has been high because good mechanics leave to open their own shops such as Village Volvo. The appeal of the independent mechanic is the personal relationship and trust that develops between vehicle owner and mechanic. The Custom Care Vehicle Dossier is a method that Village Volvo uses to establish the customer's loyalty. CASE 1.2: XPRESSO LUBE [Students Robert Ferrell, Greg Miller, Neil Orman, and Trent Reynolds prepared this analysis.] 1. Describe Xpresso Lube’s service package? • Supporting facility: Xpresso Lube has a fixed amount of operational capacity because it has a limited number of service lifts – two to be exact. Other components of its supporting facility are tools and equipment, an equipment storage area, a spacious waiting room, chairs, a service counter, street access and parking. • Facilitating goods: oil, filters, auto parts, coffee, snacks, cups, napkins, sugar, and milk. • Information: for regular customers a reminder card could be sent for routine maintenance. • Explicit services: a car with new oil and filter, maintenance checks of the car, and a cup of coffee.
  • 10.
    Chapter 1 The ServiceEconomy 7 • Implicit services: trust, a feeling of not “getting screwed,” a feeling of keeping the car maintained, the satisfaction that comes from taking care of one’s car, the good feeling that comes from recycling the old oil, a caffeine lift, and the satisfaction of drinking good coffee while you wait. 2. How are the distinctive characteristics of a service operation illustrated by Xpresso Lube? • Customer Participation in the Service Process: Customers bring their cars to Xpresso Lube and wait for the oil change. Customers are invited to inspect the car while on the lift to observe other needed repairs. • Simultaneity: Using the coffee shop as a pleasant diversion allows Xpresso Lube to reduce partially the need for working on arriving cars immediately. Providing a shuttle service to the nearby University and State Capital would allow scheduling of oil changes. • Perishability: The number of car lifts at the shop limits Xpresso Lube’s capacity. This oil change business also owns an auto repair facility next door so the two businesses can deploy mechanics between them to utilize labor capacity in the most efficient way. • Intangibility: When an oil change is done in a typical pit, the customer cannot actually see the process and, after the service, the car’s performance probably will not be noticeably different. In this situation, customers rely on the word of the oil change service person. Xpresso Lube’s car lift design allows customers to watch its service, which gives customers more assurance that their needs are being met. • Heterogeneity: Different cars provide some variability in the oil change routine. Some customers even come only for the coffee. 3. What elements of Xpresso Lube’s location contribute to its success? Xpresso Lube is located on the main thoroughfare leading to the University of Texas and, thus, provides excellent visibility. The immediate business area is bustling and diverse, and attracts a broad spectrum of visitors. It’s also an area where customers don’t mind waiting because they can walk to a variety of popular shops (e.g., Wheatville Co-Op and Half-Priced Books). 4. Given the example of Xpresso Lube, what other services could be combined to “add value” for the customer? Many examples exist in today’s business environment. One common service combination is selling concessions – candy, popcorn, or beer, for example – with showing movies, sports events, or concerts. Others include the combination of bookstores and coffeehouses, gaming activities such as pool or bowling with alcohol sales and prepared food (e.g., Dave & Busters), fast food and gasoline (e.g., Exxon and McDonald’s). All of these combinations support one another and marry related customer needs. In the case of gas and hamburgers, for example, customers are in a hurry and the service combination provides them additional reasons to stop. Other examples take advantage of unfilled waiting time. By locating in a shopping mall, a one-hour eyeglass store provides its customers something to do while they wait for their glasses (i.e., shop at other mall stores). CHAPTER QUIZ QUESTIONS True/False 1. Services are deeds, processes, and performances. (T) 2. The Clark-Fisher hypothesis notes the shift of employment from one sector of the economy to another. (T) 3. The fall in employment in the agricultural sector is the primary reason for the increase in service sector employment. (F) 4. The consumer participates in the service process, which is not the case in manufacturing. (T)
  • 11.
    Chapter 1 The ServiceEconomy 8 5. The classification of service systems using the "service process matrix" is based on two considerations: degree of labor intensity, and the degree of service customization. (T) 6. From an open-systems view, the output of a service system consists of satisfied customers. (T) 7. The service experience defined as escapism requires the most commitment from the customer. (T) 8. A study of service systems must begin with the fundamental idea that the basic inputs are supporting facility, facilitating goods, labor, and capital. The output is the service offered. (F) 9. In contrast to manufacturing, the aesthetics of the environment play a major role in the customer's perception of the service. (T) 10. The fact that services can be inventoried is an important characteristic, which distinguishes them from manufacturing. (F) 11. Reduction of the role played by the consumer is an effective way of improving productivity and decreasing the cost of the service. (F) 12. Services are time-perishable. An opportunity to provide a service, if forgone, is lost forever. (T) 13. Both manufacturing and services can suffer from technological obsolescence. (T) 14. Retail and wholesale trade had the greatest percentage of U.S. employment by industry in 2014. (T) 15. From a marketing perspective, services, unlike goods, involve transfer of ownership. (F) 16. It is convenient and often necessary to combine the operations and marketing functions for service organizations. (T) 17. Sharing service resources among customers presents a challenge for mangers. (T) 18. Little or no interaction between customer and service provider is required when the service is customized (F) 19. Personnel training is a criterion for evaluating the explicit services feature of the service package. (T) 20. The decrease in the proportion of income spent on the basic necessities of life has encouraged the demand for more services and accelerated the transition to post-industrial society. (T) 21. Marketing helps smooth demand to match capacity in service operations. (T) 22. Service-dominant logic is the foundation of “service science.” (T) 23. Value for the “business service experience” is derived from co-creation. (T) 24. A standardized experience is a feature of the new experience economy. (F) 25. A business service experience (B2B) has three dimensions: co-creation of value, relationships, and sustainability. (F) Multiple Choice 1. The service package consists of five features. Which one of the features listed below is not included in the package? a. Explicit services b. Supporting facility c. Information d. Cost of service* 2. The major input into a large public hospital from a service point of view would be:
  • 12.
    Chapter 1 The ServiceEconomy 9 a. physicians' services. b. patients.* c. nursing services. d. federal reimbursement (Medicare/Medicaid). 3. Which of the following is not true of services? a. The customer is the input. b. The customer takes an active part in the service. c. A service can be inventoried.* d. Production and consumption occur simultaneously. 4. Which of the following is not a type of service in the non-ownership classification? a. Goods rental b. Information* c. Labor and expertise d. Network usage 5. The service process matrix classification consists of four categories of services. Which one of the four features listed below is not included in this classification? a. Service factory b. Service shop c. Public service* d. Professional service 6. Which service offering is best described by the following service mix: a high degree of customer interaction and a high degree of labor intensity? a. Public university b. Cruise ship c. Plumbing repair d. Chiropractor* 7. Division of labor is the central concept of: a. Industrial societies* b. Preindustrial societies c. Agrarian societies d. Postindustrial societies 8. An empty airline seat or hotel room not occupied best illustrates the characteristic of a service's a. time perishability.* b. labor intensity.
  • 13.
    Chapter 1 The ServiceEconomy 10 c. intangibility. d. simultaneous production and consumption. 9. Which type of service falls under the category of "high labor intensity/low interaction and customization?" a. Service factory b. Service shop c. Mass service* d. Professional service 10. Which one of the following is not a value-added service provided by a manufacturer to increase profits? a. Financing or leasing b. Customer-support call center* c. After-sales maintenance d. Network and communication services 11. Which of the following is not a feature of the new experience economy? a. The experience is memorable. b. The experience is customized.* c. The customer is treated as a guest. d. The experience is staged. 12. The key technology of a postindustrial society is ________. a. machines b. energy c. information* d. intellectual capital of the workers 13. Capital decisions, technological advances, and managing demand are some managerial challenges for a a. service factory. * b. service shop. c. mass service. d. professional service. 14. Which among the following strategies is used by fast-food restaurants to reduce costs? a. Increase advertising via the Internet. b. Allowing the customer to play an active part in the service process. * c. Increase prices. d. Increasing menu items to cater to varying tastes.
  • 14.
    Chapter 1 The ServiceEconomy 11 15. Which one of the following reasons best explains the recession-resistant nature of services? a. Services cannot be inventoried.* b. Many services, such as healthcare, are essential. c. Many service employees, such as those who work on commission, do not need to be laid off during recessions. d. The number of jobs in maintenance and repair services increases during recessions. 16. The concept of economies of scale is best described as a. the replacement of fixed costs with variable costs. b. selling a wider range of products. c. a synonym for economies of scope. d. the replacement of variable costs with fixed costs.* 17. The presence of a friendly desk clerk in a budget hotel is an example of which of the four features of a service package? a. supporting facility b. facilitating goods c. explicit services d. implicit services * 18. The concept of economies of scope is best described as a. a synonym for economics of scale. b. the use of brand extensions. c. using existing channels of distribution to introduce a new product.* d. extending existing distribution channels to reach new customers. 19. Which of the following is not a principle on which service experience design is based? a. Theme the experience. b. Eliminate negative cues. c. Mix in memorabilia. d. Encourage customer feedback.* 20. _____________ is a foundation premise of Service-Dominant Logic a. The customer is always right b. Only post-industrial economies are service economies c. Goods are distribution mechanisms for service provision* d. Money is the fundamental basis of exchange 21. Which of the following does not describe a business service experience?
  • 15.
    Chapter 1 The ServiceEconomy 12 a. themed* b. co-creation c. collaboration d. problem solving 21. The realms of an experience include all but one of the following: a. Entertainment b. Education c. Estheticism d. Elation* 22. Which one of the following is not a dimension of a business service experience? a. Co-creation of value b. Problem solving* c. Relationships d. Service capability 23. Which of the following is an example of a business service (B2B)? a. Communications b. Auditing* c. Retailing d. Leasing 25. In an experience economy the method of supply is a. revealed over time.* b. stored in bulk. c. delivered on demand. d. inventoried.
  • 16.
    Exploring the Varietyof Random Documents with Different Content
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