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The World of Computer Software
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CHARAC.DAT
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1991-07-08
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1) PRODUCED AT THE MOMENT OF DEMAND
Cannot be created in advance or sent out on
approval.
2) DELIVERED BY FRONTLINE PEOPLE
Delivered where the customer is.
Human interaction is usually involved.
3) QUALITY ASSURANCE HAPPENS BEFORE THE DELIVERY
A sample cannot be sent out in advance. Cannot
be debugged like software. Cannot be returned
for repairs. It is hoped that some on-
paper analysis of the service was done before
it was brought about. This would have included
an identification of the processes involved in
the delivery of the service and an analysis of
costs and profitability.
4) MAY POSSESS INTANGIBLE COMPONENTS
Value of service depends on subjective personal
experience. May be selling ambiance,pride,
self-esteem,reliability,dependability,and
expectations.
5) WHEN ITS LEVEL FALLS BELOW CUSTOMER EXPECTATIONS
LOYALTY FADES.
6) CAN HAVE A SPIN OFF EFFECT ON COMPANY IMAGE.
Service delivery can impact customer confidence
in other products and services. Some companies start
a separate company for a new service idea rather
than risk their reputations.
7) CHANGES THE CONDITION OF THE CONSUMER IN A
FUNDAMENTAL WAY
8) DELIVERED ON AN UNPREDICTABLE AND VARIABLE
SCHEDULE.
Idle capacity is brought on by changes in the
behavior of customers.