This preview shows pages 1–3. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Chapter 08 - Service Processes CHAPTER 8 SERVICE PROCESSES Review and Discussion Questions 1. Who is the “customer” in a jail? A cemetery? A summer camp for children? From the standpoint of society as a whole, the customer is the outside community. However, when we say in a jail, then we are talking about the prisoners. The customer in a cemetery is generally the family or friends of the “loved one.” For a summer camp for children, the ostensible customers are the children. However, special efforts are usually made to serve the best food and provide the best amenities on parents’ visit day. 2. How have price and variety competition changed McDonald’s basic formula for success? McDonald’s originally emphasized quick delivery of a limited menu. In response to competition, McDonald’s has continuously expanded its menu. Some evidence suggests that service, including quick delivery, has suffered as a result. 3. Could a service firm use production line approach or self-serve design and still keep a high customer focus (personal attention)? Explain and support your answer with examples. Yes, this is possible. In many instances, the customer actually desires more technology and feels that the service will not have as high a quality without it. For example, dental care with its mechanized X-ray techniques requires far less customer time and less exposure to radiation. The self-service design can also support customer needs, for example the ATM provides customer access to funds at a variety of locations and 24 hours a day. 4. Why should a manager of a bank home office be evaluated differently than a manager of a bank branch? Since a bank home office typifies low contact quasimanufacturing, while a bank branch typifies medium contact mixed service, the problems faced by management differ considerably. 5. Identify the high-contact and low-contact operations of the following services: a. A dental office. Dental office high contact includes waiting rooms, receptionists, dentist(s), hygienist(s), x- ray, etc., while labs would be low contact. b. An airline. Airline high contact includes reservations desk, loading concourse, plane with crew and attendants, etc. Low contact includes maintenance, baggage handling, tower operations, etc. 110 Chapter 08 - Service Processes c. An accounting office....
View Full Document
This note was uploaded on 07/17/2011 for the course MBA 587 taught by Professor None during the Spring '11 term at Missouri (Mizzou).
- Spring '11