Frameworks for Managing the Customers Experience Copyright Houghton

Components of the Service Experience 1. Service workers – 1. Those who interact with

Components of the Service Experience (cont’d) 3. Service customers – 1. The persons receiving

Service Frameworks • Service frameworks perform several important functions: • Aid comprehension of service

Three Services Frameworks • Services Marketing Mix • Servuction • Services Theater Copyright ©

Services Marketing Mix • Participants • All the people, whether customers or workers, who

Servuction • Invisible organization and system • Aspects contributing to the service production beyond

Servuction (cont’d) • Bundle of service benefits a customer receives grows out of •

Copyright © Houghton Mifflin Company. All rights reserved. 9

Services Theater Framework • Actors (service workers) • Those who work together to produce

Copyright © Houghton Mifflin Company. All rights reserved. 11

Copyright © Houghton Mifflin Company. All rights reserved. 12

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Components of the Service Experience 1. Service workers – 1. Those who interact with customers, and 2. Those who contribute to the service delivery away from the customers' sight. 2. Service setting – 1. The area where the service is provided to the customer and 2. Areas of the organization to which the customer normally has little access. Copyright © Houghton Mifflin Company. All rights reserved. 2

Components of the Service Experience (cont’d) 3. Service customers – 1. The persons receiving the service (e. g. , the diner or the depositor) and 2. Others who share the service setting with them. 4. Service process – 1. The sequence of activities necessary to deliver the service. Copyright © Houghton Mifflin Company. All rights reserved. 3

Service Frameworks • Service frameworks perform several important functions: • Aid comprehension of service experiences by describing their components. • Make communicating about diverse services much easier since a framework may include components that are applicable to them all. Copyright © Houghton Mifflin Company. All rights reserved. 4

Services Marketing Mix • Participants • All the people, whether customers or workers, who are involved in the service production. • Physical evidence • Service environment and other tangible aspects of the service that facilitate or communicate the nature of the service. • Process of service assembly • Procedures and flow of activities that contribute to the delivery of the service. Copyright © Houghton Mifflin Company. All rights reserved. 6

Servuction • Invisible organization and system • Aspects contributing to the service production beyond the customers’ view. • Visible elements • Inanimate environment • the physical setting in which the service is performed • Contact personnel • employees who directly interact with the customer to provide the service • Customer A • the customer receiving the service • Customer B • others who may be present in the visible area Copyright © Houghton Mifflin Company. All rights reserved. 7

Servuction (cont’d) • Bundle of service benefits a customer receives grows out of • Interaction with the contact personnel (e. g. , their courtesy and competence) and • Inanimate service environment (e. g. , its comfort and decor). Copyright © Houghton Mifflin Company. All rights reserved. 8

Services Theater Framework • Actors (service workers) • Those who work together to produce the service for an audience (customers). • Setting (service environment) • where the action or service performance unfolds. • Performance • Dynamic result of the interaction of the actors, audience, and setting. Copyright © Houghton Mifflin Company. All rights reserved. 10