RESEARCH CASE
Classify the following services by their degree of customer contact (high, medium, or low). Also, determine how much uncertainty the customer introduces into the service delivery system by the ability to make customized service demands (high, medium, or low).
- Check clearing in a bank
- Bank teller
- Bank loan officer
Locate each of the following services on the service delivery system matrix:
- Vending machine
- Housecleaning service
- Appliance repair
How do the managerial tasks differ among the services described in question 2?
Describe the service-product bundle for each of the following services:
- Hospital
- Lawyer
- Trucking firm
Critique the customer contact model. What are its strengths and weaknesses?
Identify the front office and back office services for the following organizations. Could these services be improved by increasing or decreasing the degree of customer contact? By separating low- and high-contact services?
- Hospital
- Trucking firm
- Grocery store
- Appliance repair firm
Define a possible service guarantee for each of the following services:
- College classes
- A theater performance
- Buying a used car
Give an example of the service-profit chain for movie theaters. Define each of the components in the chain and explain how you would measure each.
- Why is the service-profit chain important to operations management?
- Find some service guarantees in everyday life and bring them to class for discussion.
- What attributes are required of a service guarantee to make it effective?
- What are the pros and cons of having a service guarantee?
- How can we use the service delivery system matrix to improve service operations?
- What does it mean for a service firm to outsource some of its services?
- What key factors are most firms seeking when they offshore services?
