11/15/22, 12:28 AM
The service logic - Principles of Service Management - Hanken School of Economics
Principles of Service Management
Hanken School of Economics
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Week 1
Service as a perspective on business
Welcome to the course!
1.1
Welcome to the course
Video
1.2
Course outline
Article
1.3
Meet the team
Article
1.4
Introduce yourself
Discussion
Service as a business model
1.5
Service means customer focus
Video
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The service logic - Principles of Service Management - Hanken School of Economics
1.6
The service logic
Video
1.7
Quiz 1
Quiz
Customer value and value creation
1.6
1.8
You’ve
completed 5 steps in Week 1
A service logic perspective on value
Article
1.9
What is customer value?
Video
1.10
How is value created?
Video
1.11
Quiz 2
Quiz
Week 1 Wrap-Up
1.12
Summary of what we learned this week
Article
1.13
Final Assessment - Week 1
Test
1.14
Reflect on your learning this week
Discussion
Week 2
The importance of service orientation
How customers perceive quality
2.1
How do service customers perceive quality?
Article
2.2
What does customer perceived quality mean?
Video
2.3
What are the implications for the management?
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The service logic - Principles of Service Management - Hanken School of Economics
Video
2.4
Quality management challenges
Video
2.5
Quiz 3
Quiz
Service orientation and customer focus
2.6
Management focus vs. customer expectations
Video
2.7
The strategic service management trap
Video
2.8
Quiz 4
Quiz
Customer expectations management
2.9
Managing customer expectations
Article
2.10
Write a blog post on customer expectations management
Assignment
2.11
Comment on your fellow learners' blog posts
Assignment review
2.12
Read the feedback on your blog post
Assignment reflection
2.13
Reflect on the blog post assignment
Discussion
Customer-focused marketing
2.14
What is marketing?
Video
Close
Video transcript
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2.15
Play Video
0:04Skip to 0 minutes and 4 seconds Now, service management– managing this. Well, service management can be described as a customer-focused management of a
Replay
The
service
marketing
triangle
service,
regardless
of the
core of the firm’s offering. My two examples here, one was from typical manufacturing industry and the other was from the service industry.
Mutetake a service approach to their business and developed business models based on service logic. Now any firm, therefore, can be a service firm, any firm. It just
Both
Video
Current Time
5:44 choice and then a customer-focused service culture. Of course it requires other things as well, but these are the musts– there must be a strategic choice
requires
a strategic
/made and a service culture with a customer focus must in the end develop.
2.16
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The service logic - Principles of Service Management - Hanken School of Economics
1:00Skip
Quiz
Duration
5 5:44
to 1 minute and 0 seconds Now if we compare then a service perspective on business with a traditional perspective– goods or manufacturing logic– first we can
Loaded:
say
that the
100.00%
service perspective means that the firm’s processes aim at supporting its customers everyday processes. Whereas traditional approach, while products and
Quiz resources are delivered to customers for their use. Secondly, value for customers emerges when resources provided by the firm are used. Value is therefore created
3:35
other
5:43 use, and we are going to talk more about this in a later lecture. Traditionally, value for customers is considered embedded in products and other resources and then
during
Stream
sold
to customers.
Type LIVEA value is then destroyed during usage when the product disappears through usage and consumption.
Week 2 Wrap-Up
Seek to live, currently behind liveLIVE
2:00Skip
toTime
2 minutes
Remaining
-0:00and 0 seconds And thirdly, the offering to customers is therefore also different. It is a process consisting of resources required to support the
customer’s processes, whereas traditionally, the offering is considered to be a bundle of resources. It’s considered to consist of product services information or
2.17
combinations
of all this. So there are distinct differences in these two approaches. We can say that the service logic or perspectives answer the question, what can we do
1x
for
our customers
mostly
with our
Whereas the traditional goods or manufacturing approach is an answer to the question, what can we give to our
Summary
Playback
Rate
of what and
we have
learned
thiscustomers.
week
customers. So there is a clear, distinct difference.
Article2x
2:53Skip to 2 minutes and 53 seconds Now the reason for the service logic is, among other things, based on consumption, the nature of consumption, because
1.5x
consumption
2.18 1.25x is an ongoing process, including one or several everyday processes. Consumption can be characterised as a journey with the supplying or service providing
firm. The customer travels through its various processes with the firm, and the firm must support the customer’s consumption throughout this journey. That is, support
1x, selected
provide
service to -the
customer.
So the conclusion is that regardless of what customers are provided with, they consume it as service. The consumers add service to their
Final Assessment
Week
2
0.5x
everyday processes in order to become better off in their life or business.
Test
Chapters
3:52Skip to 3 minutes and 52 seconds So whatever we buy, the natural way of understanding consumption is that we use what we buy as a service to ourselves, to our
2.19
processes,
in order to become better off, meaning to get value out of it.
Chapters
4:12Skipontoyour
Reflect
4 minutes
learning
and
this
12week
seconds Now finally, if we look a bit closer at this then, the service perspective is multi-faceted. We can look at the customer service logic,
Descriptions
and
we can also look at a service provider or supplier service logic. From a customer’s perspective, the service logic is based on the discussion a while ago that service is
Discussion
what
customers look for and what customers’ experience when they use resources and processes both. All types of resources approaches are used as support to their
descriptions
selected
everyday
processes,off,
meaning
they are used as service. Customers consume, use everything as service. Therefore, the provider service logic just has to match this.
Captions Week 3
5:00Skip
to 5 minutes and 0 seconds So according to the provider, the service logic means that service is supported to someone’s everyday processes in a way to enable
value,
to emerge
forbusiness
that person or organisation. So actually, service as a business model, service as a logic is only a natural way of following the customer’s way of
A profitable
service
captions
off,any
selected
consuming, using
type of resources. Now next lecture will be about customer value and the value creation process. Thank you.
English
How service
does the service profit work?
The
Audio Track logic
36
English, selected
3.1comments
Lecture
1 part 2profit logic
The traditional
The
service
logic is fundamentally different from the traditional manufacturing (goods) logic. Firms operating according to traditional manufacturing logic typically ask
Quality
Video
themselves
720p what they can produce and sell to customers. In contrast, firms that have adopted a service logic ask themselves how they can best support customers’
everyday
processes
3.2 Auto,
selectedin a value-creating way!
The
service
Have
Picture-in-Picture
yourprofit
say logic
Fullscreen
Video
This
is aagree
modal
window.
Do you
that
any firm can be a service business? Why or why not? Discuss below in the comments!
3.3
© Hanken School of Economics
Manufacturing
36 comments profit logic vs. Service profit logic
Article
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3.4
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Managing customer promises
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3.7
What is the relationship marketing model?
Video
3.8
Quiz 7
Quiz
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The service logic - Principles of Service Management - Hanken School of Economics
Service profitability
3.9
The profitability of relationships
Video
3.10
Relationship costs
Video
3.11
What can we learn from the total cost analysis?
Video
3.12
Quiz 8
Quiz
Reciprocal return on relationships (ROR)
3.13
How customers perceive the value of an offering
Video
3.14
Introduction to ROR
Video
3.15
ROR in a nutshell
Article
3.16
ROR Calculation
Video
3.17
Final remarks on calculating ROR
Video
3.18
Quiz 9
Quiz
Week 3 Wrap-Up
3.19
Summary of what we have learned this week
Article
3.20
Final Assessment - Week 3
Test
3.21
Reflect on your learning this week
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The service logic - Principles of Service Management - Hanken School of Economics
Discussion
Week 4
Managing a service business
Service productivity
4.1
What is service productivity?
Video
4.2
The service productivity models
Video
4.3
How to develop service productivity
Video
4.4
Why is productivity in service so difficult?
Article
4.5
Quiz 10
Quiz
Internal marketing
4.6
What is internal marketing?
Video
4.7
Strategic internal marketing
Video
4.8
Tactical internal marketing
Video
4.9
Internal marketing strategies and tactics
Article
4.10
Quiz 11
Quiz
Customer-driven marketing communication
4.11
Traditional marketing communication
Video
4.12
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The service logic - Principles of Service Management - Hanken School of Economics
Customer-driven marketing communication
Video
4.13
Long-term effects of communication
Video
4.14
Marketing communication from a service perspective
Article
4.15
Quiz 12
Quiz
Service branding
4.16
Developing the service offering
Video
4.17
The service offering and branding
Video
4.18
Branding a service offering
Video
4.19
Challenges with service branding
Article
4.20
Quiz 13
Quiz
Week 4 Wrap-Up
4.21
Summary of what we have learned this week
Article
4.22
Final Assessment - Week 4
Test
4.23
Reflect on your learning this week
Discussion
Week 5
From manufacturing to service
Managing a service culture
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The service logic - Principles of Service Management - Hanken School of Economics
5.1
The importance of a service culture
Video
5.2
What is required of a service culture?
Video
5.3
Example of an outstanding service culture
Article
5.4
Quiz 14
Quiz
Transforming manufacturing into a service business
5.5
How to avoid the manufacturing logic
Video
5.6
The nature of a supplier-customer relationship
Video
5.7
Benefits of a service approach to manufacturing
Video
5.8
Quiz 15
Quiz
Conclusions, guiding rules and barriers
5.9
Managerial implications of a service logic
Video
5.10
Marketing implications of a service logic
Video
5.11
Guidelines for service management
Video
5.12
Quiz 16
Quiz
Week 5 Wrap-Up
5.13
Summary of what we have learned this week
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The service logic - Principles of Service Management - Hanken School of Economics
Article
5.14
Final Assessment - Week 5
Test
5.15
Reflect on your learning this week
Discussion
5.16
Thank you for completing the course!
Video
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