new gom12-service(ppt 52页).ppt

GOP12,OperationsManagementServiceOperations,全球运营管理12,运营管理服务运营,CharacteristicsofServices,IntangibilityCustomerInfluence(customerpresence,customercontact,customerinteraction,andcustomerparticipation)SimultaneousProduction&ConsumptionPerishabilityHeterogeneityLaborIntensity,服务特征,无形顾客影响（顾客到场、顾客联络、顾客相互作用，以及顾客参与）生产与消费同步易逝性多样性劳动力密集,ContinuumofCharacteristicsofManufacturingandServiceOrganizations,MorelikeaMorelikeamanufacturingserviceorganizationorganization,Physical,durableproductOutputcanbeinventoriedLowcustomercontactLongresponsetimeRegional,national,orinternationalmarketsLargefacilitiesCapitalintensiveQualityeasilymeasured,Intangible,perishableproductOutputcannotbeinventoriedHighcustomercontactShortresponsetimeLocalmarketsSmallfacilitiesLaborintensiveQualitynoteasilymeasured,制造业与服务业组织的特征统一,更趋向于制造业组织更趋向于服务业组织,有形的、耐用产品产品可以库存客户联络不多回应时间长区域、国家，或国际市场大型设备资本密集质量易于衡量,无形的、易逝产品产品不可以库存客户联络频繁回应时间短当地市场小型设备劳动力密集质量不易衡量,VendingmachinesAutomatedcarwashes,MotionpicturetheatersDrycleaningTaxis,ExcavatingAirlinesComputertime-sharing,LawncareGuardsJanitorialservices,AppliancerepairPlumbingrepairExecutiverecruiting,LawyersManage-mentAccountant,Auto,Mon.byrelativelyunskilled,Operatedbyskilled,Unskilledlabor,SkilledLabor,Pro,Equipment-Based,People-Based,Service,Services,自动贩卖机自动化汽车清洗,电影院干洗出租车,挖掘航空公司计算机分时技术,草坪维护警卫看守服务,电器维修管道维修高级管理人员招募,律师管理人员会计,自动,相对简单的工作,由熟练工操作,无须技术的劳动,需要技能的劳动,专业人员,以设备为基础,以人为基础,服务,服务,ServicePackage(1of4),SupportingfacilityThephysicalresourcesthatmustbeinplacebeforeaservicecanbeoffered1.Location-Isitcentrallylocated?2.Interiordecorating-Isthepropermoodestablished?3.Supportingequipment-Doesthedentistuseamechanicalorairdrill?4.Architecturalappropriateness-Uniquerecognizablefeatureofabluetileroof.5.Facilitylayout-Isthereanaturalflowoftraffic?Examples:Golfcourse,skilift,hospital,airplanes,服务包（1/4）,支持设施在提供某项服务之前，物质资源必须到位1.地点是否处于中心位置？2.内部装饰是否营造了适当的氛围？3.支持设备牙医是用机械钻还是风钻？4.建筑适宜度以蓝瓦作房顶的独特醒目特征。5.设施规划运输流程是否通畅？例如：高尔夫球场、滑雪缆车、医院、飞机,ServicePackage(2of4),FacilitatinggoodsThematerialpurchasedorconsumedbythebuyeroritemsprovidedbytheconsumer1.Consistency-Crispnessoffrenchfries.Portioncontrol.2.Quantity-Small,medium,orlargedrink.3.Selection-Varietyofreplacementmufflers.Numberofmenuitems.Rentalskisavailable.Examples:Golfclubs,rentalskis,fooditems,replacementautoparts,legaldocuments,medicalsupplies,服务包（2/4）,提供便利的商品买方购买或消费的材料，或者由消费者提供的事项1.一致性炸薯条的松脆。份量控制2.数量小杯、中杯或大杯饮料。3.选择各种替换围巾。菜谱中的各式佳肴可租滑雪板例如：高尔夫俱乐部、租赁滑雪板、食品种类、替换汽车零件、法律文件、医疗用品,ServicePackage(3of4),ExplicitservicesThebenefitsthatarereadilyobservablebythesensesandthatconsistoftheessentialorintrinsicfeaturesoftheservice1.Trainingofservicepersonnel-Arethephysiciansboardcertified?2.Comprehensiveness-Generalhospitalcomparedwithclinic.3.Consistency-Airlineson-timerecord.4.Availability-24-hourATMservice.Isthereawebsite?Examples:Qualityofinstructionorfood,smoothnessofride,airlineson-timerecord,responsetimeofservice,服务包（3/4）,外在服务易于感受到的利益以及由服务本质或内在特征构成的利益。1.服务人员培训医生委员会是否经过了认证？2.全面性较之诊所的综合医院。3.一致性航空公司的准时航班记录。4.可用性24小时自动取款机服务。有网站吗？例如：指示或食品的质量、旅途的顺畅、航空公司的准时航班记录、服务的回应时间,ServicePackage(4of4),ImplicitservicesPsychologicalbenefitswhichtheconsumermaysenseonlyvaguelyorextrinsicfeaturesancillarytotheservice1.Attitudeofservice-Cheerfulflightattendant.2.Atmosphere-Restaurantdcorormusicinabar.3.Waiting-Beingplacedonhold.4.Status-Boxseatsatsportsevent.5.Senseofwell-being-Well-lightedparkinglot.6.Privacyandsecurity-Magnetickeycardforhotelroom.7.Convenience-Useofappointmentsorfreeparking.,服务包（4/4）,内在服务消费者只能模糊感到的心理受益，或者服务的辅助性非本质特征。1.服务态度微笑的机组乘务员。2.氛围餐厅装饰或酒吧中播放的音乐。3.等待舒适安顿。4.身份体育赛事中的包厢席位。5.舒适感照明良好的停车场。6.隐私与安全宾馆客房的磁性钥匙卡。7.便利采用预约或免费停车。,ServiceProcessStructure,服务流程结构,ServicePackageStructure,服务包结构,ServiceProcess/ServicePackageMatrix,服务流程/服务包矩阵服务包结构,StrategyImplications,战略意义服务包结构,Approachestoservicesystemdesign,服务系统设计的方法,17,CharacteristicsofaWell-DesignedServiceSystem,1.Eachelementoftheservicesystemisconsistentwiththeoperatingfocusofthefirm.2.Itisuser-friendly.3.Itisrobust.4.Itisstructuredsothatconsistentperformancebyitspeopleandsystemsiseasilymaintained.,17,设计优良的服务系统的特征,1.服务系统的每个要素都与公司的经营重点一致。2.它易于使用。3.它健全完善。4.结构完善易于保持员工及系统的一贯表现。,18,CharacteristicsofaWell-DesignedServiceSystem,5.Itprovideseffectivelinksbetweenthebackofficeandthefrontofficesothatnothingfallsbetweenthecracks.6.Itmanagestheevidenceofservicequalityinsuchawaythatcustomersseethevalueoftheserviceprovided.7.Itiscost-effective.,18,设计优良的服务系统的特征,5.它在内勤与前台人员之间架起了有效链接，因此不会出现任何遗漏。6.它管理服务质量的证据的方式能使顾客体会到所提供服务的价值。7.它具有成本效益。,10,ServiceBlueprintingSteps,1.Identifyprocesses2.Isolatefailpoints3.Establishatimeframe4.Analyzeprofitability,10,编制服务蓝图的步骤,1.识别各过程2.分离失败点3.确定期限4.分析获利能力,ServiceQuality,Personalneeds,Wordofmouth,Pastexperience,DimensionsofServiceQualityReliabilityResponsivenessAssuranceEmpathyTangibles,Expectedservice,Perceivedservice,PerceivedServiceQuality1.ExpectationsexceededESPS(Unacceptablequality),服务质量,个人需求,口碑,以往经验,服务质量的各个方面可靠性响应度保证共同感有形资产,期望的服务,体验到的服务,体验到的服务质量1.超出期望期望服务体验到的服务（不能接受的质量）,ServiceQualityGapModel,Customer,Word-of-mouthcommunications,Pastexperience,Personalneeds,Expectedservice,Perceivedservice,GAP5,Servicedelivery(includingpre-andpost-contacts),Managementperceptionsofconsumerexpectations,Translationofperceptionsintoservicequalityspecifications,GAP3,GAP2,Marketer,Externalcommunicationstoconsumers,GAP4,GAP1,服务质量差距模型,顾客,口头传播,以往经验,个人需求,期望服务,体验到的服务,差距5,服务交付（包括交付前、交付后的联络）,对消费者期望体验的管理,将体验解释为服务质量规范,差距3,差距2,市场人士,对消费者的外部沟通,差距4,差距1,Source:JamesHeskett,HarvardBusinessSchool,价值,=,结果,+,服务质量,价格,+,消费者负担,引自：哈佛商学院詹姆士海斯科特（JamesHeskett）,TheServiceProfitChain,服务利润链,12,ServiceRecovery(Justincase),Areal-timeresponsetoaservicefailure.Blueprintingcanguiderecoveryplanning(failpoints).Recoveryplanninginvolvestrainingfront-lineworkerstorespondtosuchsituationsasoverbooking,lostluggage,orabadmeal.,12,服务补救（以防万一）,对服务失败的实时回复。编制的计划能够指导补救规划（失败点）。恢复规划包括培训一线工人，使他们能够应对以下情况：超量预定、行李丢失，或食品欠佳。,13,ServiceFailsafingPoka-Yokes(AProactiveApproach),Keepingamistakefrombecomingaservicedefect.Howcanwefail-safethethreeTs?,13,服务故障预防防故障程序（一种主动的方法）,防止错误变为服务缺陷。我们如何防止任务、处理、有形资产的故障？,16,WhatisaGoodServiceGuarantee?,UnconditionalMeaningfulThepayoutcovers-fully-customerdissatisfactionEasytounderstandandcommunicateForcustomersForemployeesPainlesstoinvokeGivenproactively,16,什么是优良的服务保证？,无条件有意义付出完全弥补了客户的不满意之处对以下群体易于理解和沟通顾客员工轻松求助主动提供,InternationalServiceOperations,AninternationalservicebusinessAfirmthattransformsresourcesintoanintangibleoutputthatcreatesutilityforitscustomers.Keyfeatures:Intangibility:assessingservicesvalueorqualityismoredifficultthanassessingthatofagood.Notstorable:thehighdegreeofperishabilityofservicesmakescapacityplanningacriticalproblemforallserviceprovidersCustomerparticipation:tourismCustomizationTiedtothepurchaseofotherproducts:productsupportservice,国际服务运作,国际服务企业将各种资源转换为无形产品的公司，而这些产品为其顾客创造了效用。关键特征：无形：评估服务的价值或质量比评估商品的价值或质量更难。不可存储：服务的高度易逝性使业务能力规划成为所有服务提供商的关键问题。客户参与：旅游量身订制购买其它产品的附带服务：产品支持服务,International