Service concept
In this assignment I am going to conduct a critique of the following service management ideas, theories, concepts and techniques; specifically with reference to their purpose, application and limitations and with regard to how these service management ideas, theories and techniques may contribute to the development of a successful business: Service concept, Service concept profiling and The SERVQUAL model.
Service concept purpose, The service concept has been defined variously throughout the years, Haskett (1986), defines it as the way in which the “organisation would like to have its service perceived by its customers, employees, shareholders and lenders”, i.e. the organisation’s business proposition. It has also been defined as the elements of the service care package, this is related to what Collier (1994) named it as “customers benefit package”, i.e. the things that provide benefit and value to the customer. Another definition of a service concept states that “a service concept identifies the proposed nature of the business; it is the service in mind that the organisation wishes to create. The service concept helps the organisation focus on the value that it can provide to customers.”(Robert Johnston & Graham Clark, 2008, p 461).
Application
A service concept can be broken down in to three stages, firstly the organising idea, this is “the essence of the service bought, or used, by the customer”. Secondly, the service experience, this is “the customer’s direct experience of the service process which concerns the way the service provider deals with the customer and finally the service outcome, this is “the result for the customer of the service (in particular, the benefits provided, the resulting emotions and assessment of value for money)”. (Robert Johnston & Graham Clark, 2008, p 42).
An example of a successful on-going business in terms of ideas, theories, concepts and techniques is a company called Metso, they are global supplier of technology and services
Service concept purpose, The service concept has been defined variously throughout the years, Haskett (1986), defines it as the way in which the “organisation would like to have its service perceived by its customers, employees, shareholders and lenders”, i.e. the organisation’s business proposition. It has also been defined as the elements of the service care package, this is related to what Collier (1994) named it as “customers benefit package”, i.e. the things that provide benefit and value to the customer. Another definition of a service concept states that “a service concept identifies the proposed nature of the business; it is the service in mind that the organisation wishes to create. The service concept helps the organisation focus on the value that it can provide to customers.”(Robert Johnston & Graham Clark, 2008, p 461).
Application
A service concept can be broken down in to three stages, firstly the organising idea, this is “the essence of the service bought, or used, by the customer”. Secondly, the service experience, this is “the customer’s direct experience of the service process which concerns the way the service provider deals with the customer and finally the service outcome, this is “the result for the customer of the service (in particular, the benefits provided, the resulting emotions and assessment of value for money)”. (Robert Johnston & Graham Clark, 2008, p 42).
An example of a successful on-going business in terms of ideas, theories, concepts and techniques is a company called Metso, they are global supplier of technology and services