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Service Management - Assignment Example

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The chapter places the customer at the center of service provision and notes that without knowing what is going through the mind of the…
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Service Management
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SERVICE MANAGEMENT and number: submitted: Service Management Summary of Chapter 5 The fifth chapter of the book looks at ways in which service providers in particular can manage customer expectations and perceptions. The chapter places the customer at the center of service provision and notes that without knowing what is going through the mind of the customer, it may become virtually impossible to please customers. This is because in such a situation, it will not be possible to provide services that meet the needs of customers.
Answer to discussion question 1
Given that some aspects of service may be unconsciously experienced by customers, the method that can be considered most effective in identifying the influences of customer satisfaction is any form of quantitative customer satisfaction survey that manifest the unconsciously and qualitatively experienced customers into tangible and meaningful measures that can be used for decision making. For example through the quantitative method, customers can rank the influencers that affect their purchasing behavior.
Answer to discussion question 2
Customers in business to customer markets often want to be treated with customized service even though their volumes of service are always high. This creates a gap that can only be addressed by the use of a focus strategic option which seeks to learn more about specific markets. For customers in business to business markets, their needs often focus on value, which means that to address this gap, the differentiation strategic option which seeks to value-based service is used.
Answer to discussion question 3
Customer survey forms collected and evaluated shows that marketers will continue to be faced with the responsibility of understanding their market through means such as research and development (R&D). This is because the needs of customers were noted to be very different and widespread, requiring only a detailed market research to discover these differences and building the right segments to provide services to customers.
Summary of chapter 6
Managing Supply Networks and Supplier Relationships
Supply networks and supplier relationships are focused on by the author in the sixth chapter. In this chapter, the author notes that supply chain management is very crucial in ensuring that the goal of the company in achieving efficiency and effectiveness can be realized. To do this, the need for all stakeholders to function in a manner that is in line with the organizational culture of the main service provider is recommended.
Answer to discussion question 1
Most service providers have underestimated the role and place of supply chain, thinking that supply chain management is useful only for those in retail and other product based industries. The supply chain constructed below however shows that the service sector also requires an effective supply chain management.
Answer to discussion question 2
Strategic alliance is an important method for market entry especially when it is selected rightly (Johnston, Clark and Shulver, 2012). For a typical service provider, it is possible to reach new markets by the use of strategic alliance when a partner that is not considered as a direct rival but a strategic partner can be identified. Such strategic partners include those who may need to services of entrant to succeed in their own business. For example a person dealing in computer hardware may strategically partner a software producer.
Answer to discussion question 3
Service level agreements benefit both parties by ensuring that the terms and conditions for engaging in strategic alliance and other forms of partnerships are clearly defined. Once this is done, issues of confrontations and business conflicts will be minimized because the modalities of operating will be clearly spelt out to all parties and partners. This way, even those within the supply chain will have their roles well defined.
Reference
Johnston R., Clark G. and Shulver M. (2012). Service Operations Management: Improving Service Delivery, 4/E. New York: Pearson Read More
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