Managing services 2 - Essay Example

al, 2011). Moreover, it can also be observed that an effective strategy of service design tends to involve major dimensions in accordance with the needs and expectations of the ultimate buyers, enabling the organisations to enhance profitability (Best Management Practice, n.d.). Therefore, it is highly essential for any organisations irrespective of business industry to critically emphasise determining the role along with the importance of service design. For instance, the service management functions in fast-food service industry have been facing dramatic changes due to rapid growth of competitiveness in the respective industry.

Organisations in the fast-food service industry are often recognised to critically understand the changing trends of the customers along with the markets in terms of structuring effective business strategies (Lin & et. al, 2011). Thus, taking into concern the changing trends of the global fast-food service industry along with the fiercely growing service management processes, the report tends to establish a critical along with a strategic understanding of s the specific requirements for service design and improvement to fast-food service industry. . erm product/service design generally refers to the concept of demonstrating the needs, expectations and the perceptions of the customers towards any commodity or service.

With respect to the conventional marketing perspective, the notion of service design is generally described as the concept of accumulating needs in accordance with the needs and the expectations of the customers (Morelli, 2002). In this similar context, according to the study of Slack and et. al. (2010), the concept of service design can be typically defined as an effective process of planning and organising people with the aim of improving the quality of a particular service. The definition also incorporates an in-depth understanding concerning the value, nature and the use of a particular product or service.

Therefore, it can be stated that the design of a product or a service is a process which not only focuses on adding supplementary values, but also incorporates an effective way of delivering or presenting products or services to the ultimate customers (Slack & et. al, 2010). In relation to the conceptual perspective of product or service design, it has been critically observed that the organisations generally choose number of ways to design their range of products or services. In this context, standardisation, mass customisation, delayed differentiation, modular and robust designs are few of the major procedures that are implemented by the organisations while designing their respective products or services (Slack & et. al., 2010).

According to El-Haik and Roy (2005), it has been identified that an effective and quality based service lifecycle process tends to involve five major stages including idea generation, screening, preliminary design, evaluation development along with prototyping and