Process.pptx - PROCESS By Arijit Santikary Processes in Goods and Services \u2022 \u2022 The products customers buy are preceded by a production or

Process.pptx - PROCESS By Arijit Santikary Processes in...

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PROCESS By Arijit Santikary
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The products customers buy are preceded by a production or manufacturing process. Any product like a car, TV, computer, etc pass through a complex process where different parts or components or ingredients are put together to create an end product GOODS In case of goods, the manufacturing processes happens in a factory remote from the customer, and it is only the product that comes in contact with the customer after its production SERVICES In case of services, many processes are open and visible to the customer. Also, customer plays an active role in these processes. Hence, production and consumption often happen simultaneously in case of services Processes in Goods and Services
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Collection of raw milk Electronic milk test to kill germs Methylene blue reduction test, fat test Pasteurization and standardizing process Separation process Quality check Packaging in pouches Storage Packaged Milk Production Process Process in Goods: An Example
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Booking a ticket for travel Reaching the airport on the specified date/time Personal screening and luggage screening at the entrance Check in boarding pass and personal security Wait in the airport lounge Pre flight check and boarding Flying Disembarking, luggage collection and leaving airport Generic Process for Air Travel Process in Service: An Example
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Unlike goods, in service industry, customer interaction with the system is often integral to service creation. Service failures are often attributed to inadequate or inappropriate service processes Service performance in a business like McDonalds is judged by the time it takes for the staff to assemble the order. The front side performance has to be therefore enabled by the back room processes. The back room processes have to be precisely mapped and monitored so that the performance at the front end is not dissatisfactory for the customer Importance of Processes in Services
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Characteristics of Service Process Design and Implementation Divergence: The degree to which a service provider can vary services , deviating from the standard service, is known as divergence. Example- tourism . Complexity: The complexity of a process should take in to consideration the contribution of the different activities to service quality. Service Location: Neutral location, Provider location, Customer Location. Customer participation and interaction: The level of interaction and participation differ from service to service . Example- Bankers and a customers in mobile banking. The Service Itself: Process Based Service and Technology Based Service.
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Types of Process A process should involve logical steps that can be broken down to increase efficiency . Two types process available for a service provider: Line or Flow Operations: The activities required to produce and deliver a service are arranged in a logical flow or assembly line. High coordination and speed is essential. Like ordering French Fries.
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  • Fall '19
  • Service system, Services management and marketing, internal interaction

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