Service Management

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Contents

Introduction1

Service Concept1

Service Concept - as a Strategic Tool2

Using the Service Concept to create organizational alignment2

Using the Service Concept to assess the implications of design changes3

Using the Service Concept to drive strategic advantage3

Service Concept Profiling3

Service Concept Profiling Limitation & Application5

The SERVQUAL Model5

ServQual Gaps5

Gap 16

Gap 26

Gap 37

Gap 47

Gap 57

Measurement Aspects of Servqual:7

Reliability7

Assurance8

Tangibles8

Empathy8

Responsiveness8

Limitations & Applications of Servqual Model9

Conclusion9

References10

Service Management

Introduction

In today`s world, service industry has become the most dominant industry worldwide. A service can be defined by a chain of activities that take place in interactions between the service employees and customers and the service provider systems. These are provided to customers as a solution to their problems. Quality of service is the measure of the extent to which a service meets the need and solves the problems of the customer. Service Management is an organizational approach to make quality of service the first driving force for business` s operations. Organizations providing service to their customers have a complete service management system. Various service concepts are a part of such a management systems.

In this assignment, I will be discussing service management theories, ideas, concepts and techniques. Service concept, service concept profiling and Servqual model will be the focus of this assignment. The discussion will be with reference to these concepts` purpose, application and limitations. I will be discussing the role of these service management ideas towards the successful growth of a business.

Service Concept

Service Concept is defined as a prototype for service which covers the customer`s needs, and the service`s design. Service concept plays a vital role in the design and development of service. Service concept integrates the “what” and “how” of service design. At the same time, it keeps in mind the strategic goal of the company and customer`s needs. In other words, a detailed explanation of customer needs and delivery of service by the organization is covered with the service concept (Riel, 2005, p.557).

Service concept has the same conceptual background as the marketing concept. It also finds out the needs of target markets and delivers the desired customer wants in a more effective manner than its competitors. Market-oriented firms have to include innovation in their strategy to provide better services than their competitors.

Service Concept - as a Strategic Tool

Besides helping a firm define the service`s nature and value, the service concept can be used as a strategic tool for the firm. It can be used for the following purposes:

Create organization`s alignment

Assess implications of changes in design

force strategic advantage

Using the Service Concept to create organizational alignment

If one asks a group of people, staff of the company and its customers to describe the service concept of the company, he will be confronted with a wide variety of views on the subject. For example, managers will think about the service concept from management`s point of view. They will define it in terms of process management, problems related to staffing and costs of operations. On the other hand, customers will be concerned about their experience, cost and value of the services provided to ...