MEANING:-
FACTORS TO BE CONSIDERED IN DESIGNING SERVICE PROCESS
Designing a service process system involves a careful consideration of factors
related to services. Various issues such as location, facility design, and layout for
effective work flow procedures and job definitions for service providers, customer
involvement, equipment selection, etc., should be decided while designing service
process. Apart from these, the following factors should be considered in the process
design and implementation.
1. The service itself,
2. Customer participation in the process,
3. Location of service delivery,
4. Level of customer contact,
5. Degree of Standardization,
6. Complexity of the service.
1. The Service itself
The importance of the actual process in service delivery is being recognized of late.
By employing some principles, the service and delivery process can be designed,
implemented and monitored. The service itself is dependent upon its process. Even
intangible services such as legal representation, equipment-based services (services
through vending machines, ATM) etc., are dependent upon their process. While
designing a service, it is necessary for the service provider to carefully understand
the process on which the service is dependent.
2. Customer Participation in the Process
The presence of the customer is a must when some services are being performed.
The consumer is a part of the production process and there is a close interaction
between the service provider and the consumer.
For example, services in a self service restaurant, hair dressing saloon, beauty
parlours, etc., necessitate the participation of customers in the production process.
Sometimes, the customer instead of being a passive bystander acts as productive
labour if needed. Customer participation enhances the degree of customization.
For example, the education service rendered by a college would depend upon the
quality of student participation in the programmes offered by the college. Through
customer participation, the service provider identifies the impact the receiver of the
benefit has on the service.
FACTORS TO BE CONSIDERED IN DESIGNING SERVICE PROCESS
Designing a service process system involves a careful consideration of factors
related to services. Various issues such as location, facility design, and layout for
effective work flow procedures and job definitions for service providers, customer
involvement, equipment selection, etc., should be decided while designing service
process. Apart from these, the following factors should be considered in the process
design and implementation.
1. The service itself,
2. Customer participation in the process,
3. Location of service delivery,
4. Level of customer contact,
5. Degree of Standardization,
6. Complexity of the service.
1. The Service itself
The importance of the actual process in service delivery is being recognized of late.
By employing some principles, the service and delivery process can be designed,
implemented and monitored. The service itself is dependent upon its process. Even
intangible services such as legal representation, equipment-based services (services
through vending machines, ATM) etc., are dependent upon their process. While
designing a service, it is necessary for the service provider to carefully understand
the process on which the service is dependent.
2. Customer Participation in the Process
The presence of the customer is a must when some services are being performed.
The consumer is a part of the production process and there is a close interaction
between the service provider and the consumer.
For example, services in a self service restaurant, hair dressing saloon, beauty
parlours, etc., necessitate the participation of customers in the production process.
Sometimes, the customer instead of being a passive bystander acts as productive
labour if needed. Customer participation enhances the degree of customization.
For example, the education service rendered by a college would depend upon the
quality of student participation in the programmes offered by the college. Through
customer participation, the service provider identifies the impact the receiver of the
benefit has on the service.
