The Nature of Services Service Industries Are Everywhere

ﻃﺒﻴﻌﺔ ﺍﻟﺨﺪﻣﺎﺕ The Nature of Services Service Industries Are Everywhere ﺻﻨﺎﻋﺔ ﺍﻟﺨﺪﻣﺔ ﻓﻲ ﻛﻞ ﻣﻜﺎﻥ Categories of Service Mix ﻓﺌﺎﺕ ﻣﺰﻳﺞ ﺍﻟﺨﺪﻣﺔ Distinctive Characteristics of Services ﺍﻟﺨﺼﺎﺋﺺ ﺍﻟﻤﻤﻴﺰﺓ ﻟﻠﺨﺪﻣﺎﺕ 3

ﺗﻤﻜﻴﻦ ﺍﻟﺰﺑﻮﻥ CUSTOMER EMPOWERMENT 12

SATISFYIN G EMPLOYEE S AS WELL AS CUSTOMER S 14 ﺍﺭﺿﺎﺀ ﺍﻟﻤﻮﻇﻔﻴﻦ ﻭﺍﻟﺰﺑﺎﺋﻦ

Communication Fit Communication Pe Skill Attitude and Effort Customers Fit op le oc Role Clarity Ease of Use Training Support Signs, Symbols and Other Objects lo gy Functionality v Ambient Conditions Ease of Use Root Causes of Customer Failure e p a c s e c i Spatial Layout no Te ch Reliability se s Identified Customer Failure Availability of Support Accessibility es Attitude and Effort Complexity Employees 15 Pr Skill r e S

18

ﺗﻤﻴﻴﺰ ﺍﻟﺨﺪﻣﺎﺕ Differentiating Services ﺧﻴﺎﺭﺍﺕ ﺧﺪﻣﺔ ﺭﺋﻴﺴﺔ ﻭﺛﺎﻧﻮﻳﺔ PRIMARY AND SECONDARY SERVICE OPTIONS ﺍﻻﺑﺘﻜﺎﺭ ﺑﺎﻟﺨﺪﻣﺎﺕ INNOVATION WITH SERVICES 20

ﺧﻴﺎﺭﺍﺕ ﺧﺪﻣﺔ ﺭﺋﻴﺴﺔ ﻭﺛﺎﻧﻮﻳﺔ PRIMARY AND SECONDARY SERVICE OPTIONS 21

ﺍﻻﺑﺘﻜﺎﺭ ﺑﺎﻟﺨﺪﻣﺎﺕ 22 INNOVATION WITH SERVICES