Summary
Summary BEM 120: CHAPTER 7 NOTES
- Course
- Institution
- Book
BEM 120 Chapter 7 notes. These notes were made using the following textbook: Grasping Service Marketing, Jordaan, Y & Samuels, J. 2015 - 3rd edition.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
BEM 120 NOTES/SUMMARY
-
BEM 120: CHAPTER 5 NOTES
-
BEM 120: CHAPTER 6 NOTES
1 review
By: carlapet2003 • 1 year ago
Seller
Follow
saaymanzante
Reviews received
Content preview
CRITICAL INCIDENTSCHAPTER 7 • specific interaction between customer &
process service provider that are especially satisfying
or dissatisfying
THE SERVICE ENCOUNTER • viewed as opportunity where organisation
• occurs when customer and contact staff must prove its ability to deliver
member meet in order to deliver service
• period during which customer directly COMPLEXITY AND DIVERGENCE
interacts with service product
• the number of steps & sequences in
Complexity
service process
ASPECTS OF SERVICE DELIVERY PROCESS
• high in divergence - can be
1. Quality control executed in many ways
• due to service being produced and consumed Divergence • low in divergence – only one or very
simultaneously, quality of the service few ways in which service can be
depends entirely on the customer - contact executed
personnel
• organisational resources should match level
2. Service location
of complexity & divergence
• location is important driver of customer
• higher levels – more costly operation
satisfaction
• lose customers to better located providers • reducing divergence – standardises service &
reduces production cost
3. Demand management
• increasing divergence – enables service
• delays have negative effect on high-contact
providers to tailor products to individual
encounters as customers are frustrated by
customer needs
efficiency problems
• reducing complexity – consistent with
specialisation strategies
SERVICE BLUEPRINTING
• increasing complexity – appropriate for
• technique that uses flowchart to provide
organisations pursing penetration strategy
detailed knowledge of operations with which
to analyse & manage complex production
processes ROLE PLAYING OR CUSTOMER SCRIPTS
• flowchart can also identify new product or • set of behavioural patterns that are learned
service development opportunities - it through experience and communication and
involves information on flows, stocks, costs, is performed by individual in certain social
& bottlenecks within service delivery process interaction to maximise effectiveness
• primary uses - to improve organisational • important that roles are clearly defined, and
productivity that the role-player understands what is
expected to be done or not to be done
BASIC REQUIREMENTS OF BLUEPRINTS
MANAGING CUSTOMER QUEUES AND WAITING
• must show time dimensions to indicate how PERIODS
long each activity in flowchart takes
• important aspect to ensure smooth service
• must identify errors, bottlenecks, repetitions delivery process
• needs to define degree to which process is • waiting and queuing are frustrating to
allowed to deviate from standard before it customer - organisation should determine
could negatively affect customer’s acceptable or expected customer waiting
experience time
1
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller saaymanzante. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $2.94. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
79064 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now