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Par   •  19 Novembre 2014  •  739 Mots (3 Pages)  •  294 Vues

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First and foremost, the service concept is an essential element of service design and its development. It plays a fundamental role in the design process and is a way to materialize the nature of the service.

The service concept defines the “how” and the “what” of service design (Journal of Operation Management 20 (2002)). It serves as an intermediary between the customer’s needs and an organization’s strategic intents.

There are many ways of defining a service concept: Clark et al. defined it from the customer’s and the provider’s point of view as to what they expect of the service itself and how they view it. Those expectations are then related to a way of structuring the service concept to fulfil the needs of the two actors.

In contrast, Heskett defines the service concept from an organisation’s point of view and the perception of it as to put forward the structure itself and the actual image it wants to reflect.

The service concept serves as a framework in the evaluation of services and as a tool in terms of development and market positioning.

For example, if Apple wants to launch a new type of technology, the managers would then have to decide about the definition of the service concept before the design process.

It is important in the way that it helps decision-making during the planning process.

The service concept is a helpful way to measure performance features for the delivery process of service organizations. All parties need a common understanding of the service concept in order to move from an idea to the actual launch.

However, a broader understanding of the service concept would help organizations with service design. Indeed, before starting to design or redesign your service, you need to have a clear idea, a structured plan and a precise understanding of your consumer’s needs and of your strategic intent. That is why the service concept can be considered as essential.

“The service concept provides the basis for service design planning by incorporating the necessary elements presented in previous models (Sasser et al., 1978; Chase and Acquilano, 1989), while acting as the integrative element between an organization’ s business strategy and delivery of its service products.”

There are three important things to design a reasonable and appropriate recovery service: the type of service delivered, the targeted customer and the type of customer relationship you aspire to have which is why, the use of the service concept in service design decisions would help managers to be coherent and competitive.

Because the service concept is used to determine the most appropriate performance measures for a particular service, it makes sense that the service concept is a missing link in service design and particularly in service design recovery research.

Academic literature has many uses and definitions for service design. In fact, there are several terms used to define the service design both from the customer’s viewpoint and from the delivery organization’s viewpoint. The first one is New Service Development (NSD) which is the “overall process of developing new service offerings” (Johnson et al., 2000) and is concerned with the complete set of stages from idea to launch (Cooper et al., 1994).


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