service marketing management
Service Marketing Management
Introduction
For this assignment I will be choosing a service organisation, with reference evaluating the service processes, service people and resource utilisation and how these approaches can possibly lead Starbucks to success. My evaluation of service processes, service people and resource utilisation will be appraised with references to purpose and limitation with regard to how the effective management of these areas will lead the organisation to success.
Service process
Service processes are not just services which satisfy customer needs and meet the organisations strategic intentions. Excellent service is ‘the result of careful design and delivery of a whole set of interrelated processes.’ (Robert Johnston and Graham Clark, 2008: 182) Unquestionably, service providers use a set of interrelated processes to provide excellent service. Nevertheless, these processes are not only set to process customers to create excellent customer experience, they also process materials, information and staff.
Thus it is very important to understand that when we are talking about service processes, we are not just referring to the point where the customer receives the service. It is very complicated element of the service operation as it involves many interrelated processes, departments, people, decisions and activities. Hence service process is not the only element of service operation but it is the element which holds together customers, staff, equipment and materials. And it is the tool which will create customer experience and results in the service outcome.
Therefore service providers must ensure that they manage the chain of processes adequately from start to finish rather than just focusing on the final stage of deliver to customer. Hence it is vitally important to understand that service provided will not work effectively if it has been inadequately designed and executed. (Robert Johnston and Graham Clark, 2008: 182)
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Introduction
For this assignment I will be choosing a service organisation, with reference evaluating the service processes, service people and resource utilisation and how these approaches can possibly lead Starbucks to success. My evaluation of service processes, service people and resource utilisation will be appraised with references to purpose and limitation with regard to how the effective management of these areas will lead the organisation to success.
Service process
Service processes are not just services which satisfy customer needs and meet the organisations strategic intentions. Excellent service is ‘the result of careful design and delivery of a whole set of interrelated processes.’ (Robert Johnston and Graham Clark, 2008: 182) Unquestionably, service providers use a set of interrelated processes to provide excellent service. Nevertheless, these processes are not only set to process customers to create excellent customer experience, they also process materials, information and staff.
Thus it is very important to understand that when we are talking about service processes, we are not just referring to the point where the customer receives the service. It is very complicated element of the service operation as it involves many interrelated processes, departments, people, decisions and activities. Hence service process is not the only element of service operation but it is the element which holds together customers, staff, equipment and materials. And it is the tool which will create customer experience and results in the service outcome.
Therefore service providers must ensure that they manage the chain of processes adequately from start to finish rather than just focusing on the final stage of deliver to customer. Hence it is vitally important to understand that service provided will not work effectively if it has been inadequately designed and executed. (Robert Johnston and Graham Clark, 2008: 182)
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Bibliography: excITingIP.com. 2011. Advantages & Disadvantages of ERP (Enterprise Resource Planning) Systems. [online] Available at: http://www.excitingip.com/2010/advantages-disadvantages-of-erp-enterprise-resource-planning-systems/ [Accessed: 10 Feb 2014]. ManagersDoor.com. 2014. Top 5 - The Four V’s of Operations Management - ManagersDoor.com. [online] Available at: http://www.managersdoor.com/topic/top-5-the-four-vs-of-operations-management/ [Accessed: 11 Feb 2014].