Business English Reading
实用商务英语导读教案
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Chapter 7 Service and Service
Management
7.1 Understanding Services
7.2 Building the Service System
7.3 Operating the Service System
7.4 Nonprofit Service Organization
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Lead In: What is Service?
 List some
service
businesses?
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Retailing
Wholesale
Businesses
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Bank
Insurance
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Leisure
Recreation
Entertainment
Hotel
Tourism
Accountancy
Law
7.1.1 What is Service?
Service
Economic activities;
Producing time,
place, form,
psychological
utilities
Acts,
deeds,
performances
7.1.1 What is Service?
Millions of People employed
How Jobs in the Service Sector Increased
120
100
80
60
40
Services
Manufacturing
20
0
1980 1985 1990 1995 2000 2005
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7.1.2 Characteristics of Services
Intangibility
Inseparability
Perishability
Characteristics
Of Services
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Variability
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7.1.2 Characteristics of Services
Intangibility of Services
Inputs
Customers
Assets
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Intangible
Mental Stimulus
Processing
Entertainment
Education
Art exhibit
Concerts
TV programs
Information Processing
Internet services
Banking
Financial services
Insurance
Software development
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7.1.3 Service Encounters
A service encounter can be defined as any
episode in which the customer comes into
contact with any aspect of the organization
and gets an impression of the quality of the
service.
7.1.3 Service Encounters
Customers
To satisfy the customer
Service
Provider
Service employees
Delivery
System
Equipment, supplies, processes,
programs, procedures, rules, culture
Physical
Evidence
All the tangible aspects of a service
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7.1.4 Customers
What is a customer?
A customer is the most important person in this office… in
person or by mail.
A customer is not dependent on us… we are dependent on
him.
A customer is not an interruption of our work… he is the
purpose of it. We are not doing him a favor by serving him…
he is doing us a favor by giving the opportunity to do so.
A customer is not someone to argue with or match wits with.
Nobody ever won an argument with a customer.
A customer is a person who brings us his wants. It is our job
to handle them profitably to him and to ourselves.
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7.1.5 Marketing of Services
Target
LONG RUN
PROFITABILITY
AND GROWTH
market
To select the
right
marketing mix
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7.1.5 Marketing of Services
product
price
process
promotion
Marketing
mix
participants
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place
Physical
evidence
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Federal Express is
one of the largest
express companies
in the world. The
pricing decisions at
FedEx are made by
the marketing stuff
and the financial stuff.
Its prices are high
enough to protect
company profits and
at the same time
within the market
range.
7.2.1 Technology and Services
Management
IT: Information Technology
Reasons Why IT is Used in Services
Preserving market share
Avoiding risks or costs
Creating flexibility
Improving the internal
environment
Improving service quality
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Examples of Technology Use in Services
Service Industry
Example
Financial services
Debit cards, electronic funds transfer,
automated teller machine
Education
Multimedia presentations, electronic
bulletin boards, library cataloging
systems
Utilities and government
Automated one-man garbage trucks,
optical mail scanners
Restaurants and food
Optical checkout scanners, wireless
orders from waiters to the kitchen
Communications
Electronic publishing, interactive TV,
voice mail, cellular phones
Hotels
Electronic check-in and checkout
systems, electronic key-lock
systems
Wholesale/retail trade
Electronic communication between
store and supplier, bar-coded data,
automated security systems
Transportation
Satellite-directed navigation
systems
Health care
Magnetic resonance imaging
scanners, patient-monitoring
systems
Airlines
Ticketless travel, computer
scheduling, computer reservation
systems
7.2.2 Service Delivery System
Know your
customers
Backroom
operation
Develop service
strategy
Principles
For Designing
Services
Customer
loyalty
Minimize
handoffs
7.2.3 Human Resource Management
Human Resource Planning
Training and
Development
Recruiting
Selecting
Rewarding
Utilizing Human
Resources
7.2.3 Human Resource Management
Marriott International,
Inc., is a leading
lodging company. Its
heritage can be traced
to a root beer stand
opened in Washington,
D.C., in 1927 by J.
Willard and Alice S.
Marriott.
Today, Marriott
International has
about 3,100 lodging
properties located
in the United States
and 65
other countries
and territories.
7.2.3 Human Resource Management
J. W. “Bill” Marriott CEO of
Marriott International
says:
The cornerstone of our
corporate culture has
always been “Take care of
your employees, and they
will take care of your
customers.” The
philosophy of putting
employees first is
important, because
Marriott is in the people
business not just the
service business.
7.2.4 Location Selection
business profile
general
location
criteria
dominant
location factors
common
mistakes
General Criteria for Location Selection
labor availability, costs, history and culture
educational centers, recreational and cultural centers
electric power, transportation and road networks
climate, weather, geography and environmental protection
state business climate, incentives and state taxes
health care and welfare system
suppliers and supporting service companies and communication
systems
population and population trends
cost of living, cost of land and construction
community attitudes, potential for expansion
7.2.4 Location Selection
7.3.1 Managing Demand and Supply
One of the
biggest
challenges
service
organizations
face is matching
demand and
supply of the
service.
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7.3.1 Managing Demand and Supply
A very common
strategy in demand
management is to
offer their services
through reservations
or appointments.
7.3.1 Managing Demand and Supply
Promotional offers
and advertising
are two additional
tools to stimulate
demand when the
demand is low.
7.3.1 Managing Demand and Supply
Improving working
conditions
Renting equipment
Customer participation
Managing
Supply
Adjusting employees
7.3.2 Service Quality and Continuous
Improvement
Five Dimensions for
Judging Service Quality
reliability
responsiveness
assurance
empathy
tangibles
7.3.2 Service Quality and Continuous
Improvement
A survey was conducted to
research which quality
dimension customers think are
the most important for service
organization. The result is
reliability 32%, responsiveness
22%, assurance 19%, empathy
16%, tangibles 11%. Many
customers thought that most
service companies lack
reliability.
7.3.3 Service Productivity
Productivity
= Output / Input
Service Productivity
= Output / Aggregate Labor Hours
7.3.3 Service Productivity
Define the task
Concentrate work on the main task
Define performance
Form a partnership with employees
Make continuous learning
become a part of
organization’s culture
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7.4 Nonprofit Service Organization
Nonprofit Service
Organization
Public
Nonprofit
Service
Organization
Private
Nonprofit
Service
Organization
7.4.1 Public Nonprofit Service
Organization
White House
Police
Environmental
Protection
Agency
7.4.2 Private Nonprofit Service
Organization
Greenpeace is an international non-government
organization for the protection and conservation
of the environment. Greenpeace uses nonviolent
direct action, lobbying and research to reach its
goals. In over 40 countries, Greenpeace has its
national and regional offices. Its headquarters is
in Amsterdam, the Netherlands. Greenpeace is
an independent organization and it does not
accept donations from governments or
companies. It relies on individual contributions
and foundation grants. Most of its members are
environmentalist volunteers.
Case Study
服务机构选址
说明：下图是一家外国广告公司的总体简介，请根
据该图回答下列问题。
Case Study
1. 服务机构宏观位置选择的总体标准有哪
些？
2. 服务机构位置选择中起决定性作用的因
素和常见的错误有哪些？
3. 现有一家外国广告公司计划在中国开设
分公司，请根据其公司简介（见上图）和
服务机构宏观位置选择标准，为该公司在
中国选择一个合适的地址，并说明原因。
Answers
1. 参见7.2.4 章节。
2. 参见7.2.4 章节。
3. 因为该公司是一家数字广告公司，主要
面向IT产业以及一些服务行业，如酒店、
零售业；所以该公司最佳的选址应该在
大城市，服务业、高科技产业比较发达，
比如上海。
Click to edit company slogan .
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