The Service Concept
1. Introduction
The service concept is critical and central in managing service operations. It has become increasing important in defining what the corporations are selling and the customer buying or using. It can be used to design and improve the services. “The service concept is something that is more emotional than a business model, deeper than a brand, more complex than a good idea and customers and creates a business advantage.” (Johnston.R and Clark.G, 2008) The selected service organisation is Morrison, which the UK’s fourth largest food retailer by sales with an annual turnover in excess of £15bn.Morrisons has 425 stores across Britain, ranging in size from 10,000 to 40,000 square feet. (Morrison’s annual report, 2010) The purpose of this report is to describe the Morrison’s practical applications with the service concept. This report will first demonstrate the five elements of the service concept and how the company achieve these five elements. Then it will assess the company’s implementation of the service concept. At last, the report will give some recommendations on how the company’s service concept might be improved.
2. Description of the service concept
The service concept is something very significant to companies such as Morrison. According to the Johnston and Clark (2008), there are five elements consisted in the service concept which are given below.
2.1 The Organising Idea
The organising idea is very significant to the service concept. The organising idea is the essence of the service which is bought or used by the customer. Morrison has a good organising idea which organised as “Food Specialist For Everyone”. (Morrison, 2012)This means they really understand the food and provide food with great value not only just for special days but also for every day.
2.2 The Service Experience
The service experience concentrates on the customer’s direct experience in the process of perceiving the service. It is based on the expectations
The service concept is critical and central in managing service operations. It has become increasing important in defining what the corporations are selling and the customer buying or using. It can be used to design and improve the services. “The service concept is something that is more emotional than a business model, deeper than a brand, more complex than a good idea and customers and creates a business advantage.” (Johnston.R and Clark.G, 2008) The selected service organisation is Morrison, which the UK’s fourth largest food retailer by sales with an annual turnover in excess of £15bn.Morrisons has 425 stores across Britain, ranging in size from 10,000 to 40,000 square feet. (Morrison’s annual report, 2010) The purpose of this report is to describe the Morrison’s practical applications with the service concept. This report will first demonstrate the five elements of the service concept and how the company achieve these five elements. Then it will assess the company’s implementation of the service concept. At last, the report will give some recommendations on how the company’s service concept might be improved.
2. Description of the service concept
The service concept is something very significant to companies such as Morrison. According to the Johnston and Clark (2008), there are five elements consisted in the service concept which are given below.
2.1 The Organising Idea
The organising idea is very significant to the service concept. The organising idea is the essence of the service which is bought or used by the customer. Morrison has a good organising idea which organised as “Food Specialist For Everyone”. (Morrison, 2012)This means they really understand the food and provide food with great value not only just for special days but also for every day.
2.2 The Service Experience
The service experience concentrates on the customer’s direct experience in the process of perceiving the service. It is based on the expectations
References: Azhashemi. M (2012) Managing Service Quality, from CORP3171 Service Operations Management. De Montfort University, Kimberlin Library. Available from: Blackboard. [Accessed 06/03/12] Azhashemi Johnston, R and Clark, C (2008), Service Operations Management, Financial Times Prentice Hall, pp. 40 Morrisons (2010) Morrisons annual reports and accounts 2010 Morrisons Appendix 2 This diagram illustrates the structure of the service experience management (Kana, 2011) Appendix 3 This diagram illustrates the success of the total quality management (Damon B., 2008) This diagram demonstrates the Hierarchy of Supply Chain Decisions (Teigen R., 1997)