ADM 570 SERVICE MANAGEMENT

LECTURER : NOR AZIRA AYOB CASE 1 : SUSAN MUNRO, SERVICE CONSUMER

PREPARED BY ; NORLIA BINTI ALUS 2008564015 NORAZIZAH BINTI ABDUL AZIZ 2008371143

Case 1 : Susan Munro, Service Customer

a) What needs is she attempting to satisfy in each instance? The reason why Susan Munro an attempting to satisfy in each instance is for herself to be prepare and his activities proper to a particular day or occasion. Below is the following instance; 1. Noticing that the weather is looked ominous, she clicked onto Internet to check the local weather forecast and it predicted rain, so she bring umbrella to the class. 2. Wake-up earlier so she can took the bus on schedule time and reach to the class as on time. 3. In the Marketing course, Susan contribute to the discussion among the student and find that she learned a lot from listening to others analyses and opinion. 4. She had a job an interview at the end of the week, she telephoned her hairdresser and make appointment and lucky she counted for later in the day because of cancellation by another client. 5. Preparation for her next class, business Spanish, she spent an hour in language lab learning Spanish phrases. 6. On waiting the hairdresser in saloon, she review a chapter for tomorrows human resources course. 7. The cleaning store was convenience and the quality of work quite good so she dont mind for the silk blouse is not ready wash. 8. She sign an agreement to deduct the funds automatically from her bank to paid it an insurance company. b) What alternative product or self-service could solve her need in each instance? 1. She skipped her breakfast of cereal, so she could pick up a bagel at school. 2. She clicked onto Internet to check the local weather forecast and it predicted rain, so she bring umbrella to the class. 3. She telephoned her hairdresser and make appointment and lucky she counted for later in the day. 4. She sign an agreement to deduct the funds automatically from her bank to paid it an insurance company. 5. In the food court, she wanted a sandwich and find that the line of waiting customers is rather long so she changed ate lunch at Burger King. 6. Susan using the ATM to withdrew the money without need to line to the counter teller. 7. She spent an hour in language lab learning Spanish phrases without teacher. 8. She sign an agreement to deduct the funds automatically from her bank to paid it an insurance company without him to do herself. 9. She noticed a flyer promoting a new dry-cleaning store and decide to try later on to compare the servis between the recent and the new cleaning store.

c) What similarities and differences are there between the dry-cleaning store and the hair salon? What could each learn from studying the other? The similarities between the dry-cleaning store and the hair salon; 1. Its provides a services to Customers, customer pay for the temporary right to use an object, hire the labor and expertise of personnel or obtain access to facilities . 2. Have a specific time to use the services, neither in take back our clothes after a few day tender to dry-cleaning store or have to queue in line up for cutting our hair. The differences is; 1. The nature of the services, the dry-cleaning store is provide a possession-processing which is services direct at physical possessions such as wash, dry and to fold the customers clothes, differences to hair salon the nature of the services is peopleprocessing which is services directed at peoples bodies like saloon cut, wash and color a hair. 2. Implication of possession in both services like the dry-cleaning store, customers involvement intend to be limited to just dropping off the clothes and picking up later but at salon, customer have to be present in the physical location to cut and wash the hair.

Chapter # 2
I. Explain 4 categories of services from purely operational perspective. There is major differences among services, See the table A: Four broad categories of services; Table A : Four broad categories of services Who or what is the direct recipient of the services? People Possessions People-processing- Services Possession-processingdirected at peoples bodies such Services directed at physical as barber, health care and the possessions such as refueling, dentist. disposal/recycling and the drycleaning store. Mental stimulus processingInformation processingServices directed at peoples Services directed at intangible mind such as education and assets such as accounting and advertising. banking.

Nature of the services Act Tangible Actions

Intangible Actions

People processing These are services that are directed at the people themselves. Implications of people processing services is customers have to be present in the physical location. Active cooperation of the customer is needed in the services operation like the process and output from the customers point of view. For example, a lady customer getting her hair washed and later ask the cutter to style his hair as she need. This is tangible action because we see the hair is cut and been styled. Possession Processing Customers may ask services organizations to provide treatment for some of their physical possessions. The implications of such services there is no simultaneous production and consumption. Customers involvement tends to be limited to just dropping off or picking up the items. For example a house that is attacked by insects, the pest controller will come to the house and spray the affected location by using chemical to kill the insect. This is also tangible actions, because we see the pest controller doing his job. Mental stimulus processing These services touch peoples mind and have the power to shape attitudes and influence behavior. This services include education, news and information, profesional advice and certain religious activities. The core content of services in this category is information-based. The implications that arise from these kind of services is the customer do not have to be physically present in the service factory. They only need to be able to take in the information when it is being presented. Services in this category can be inventoried: for consumption at later date, or even consumed repeatedly. For example the orchestral

concert provide mental stimulation and pleasure to customer when listening. This is intangible action because customer just feel it in mind. Information processing Information is the most intangible form of service output. It can be transformed into more permanent and tangible forms like letters, reports, books, CD-ROMS or DVDs. Some of the services that are most highly dependent on the effective collection and processing of information are financial and profesional services like accounting, lawa, marketing research, management consulting and medical diagnosis. II. Explain four possible solutions a service provider can take to resolve perishable of characteristic of services? Below is four possible solutions under demand strategy and supply strategy; Demand strategy Example Creative pricing Hari raya celebration is coming, tailor is offering package to sewing the family clothes with special price. Reservation systems In hotel line, there is a reservations system to make a booking room to notified the room is available or not Development of complimentary At optometrist shop, they will include services to services examine our eyes to suit our lens. Development of non-peak demand Express bus inter state will provide a few number of ticket included bus. Supply strategy Capacity sharing Advance preparation for expansion Increase in customer participation Utilization of third party Example Electricity supply is divided equal voltan among a house. Physician is ready the vaksin for the some sicknesses like now H1N1. It is self services now like ATM machine, customer can withdrawn his money by himself Paying electricity, water and astro bill now can be done through the internet banking.