Classification of Services
2 likes3,724 views
The document discusses the classification of services by Dr. Amitabh Mishra, outlining two primary methods: based on industry and based on the nature of the process. It categorizes services into four groups: people processing, possession processing, mental stimulus processing, and information processing, each with distinct characteristics and examples. Additionally, it differentiates between buyers, consumers, and customers in the context of service transactions.
Classification of Services
- 1. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 1 CLASSIFICATION OF SERVICES
- 2. CLASSIFICATION OF SERVICES Services can be classified in two ways- Classification based on industry. Classification based on ‘nature of process by which services are created and delivered’. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA, 2
- 3. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 3 (1) Classification based on Industry This is traditional way of grouping services. This is a tunnel vision. A service manager can say, he is in- Transportation, Hospitality, Banking, Telecommunication, Insurance, Etc.
- 4. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 4 (2) Classification based on nature of process by which services are created and delivered. Marketer do not usually need to know the specifics of how physical goods are manufactured, that is the responsibility of people who run the factory. Since customers are often involved in service production, marketer do need to understand the nature of process to which their customer may be exposed.
- 5. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 5 • A process involves taking inputs and transforming it in to out put. • Two things get processed in services- • People (Passenger transportation, Education) • Object ( Freight transportation, Data analysis, Banking) INPUT PROCESS OUTPUT
- 6. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA, AIMT GR. NOIDA 6 • We can categorize services in four broad groups- • People Processing Services. • Possession Processing Services. • Mental Stimulus Processing Services. • Information Processing Services.
- 7. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 7 • These four ways of classification schemes are based on- • Tangible actions to either customer’s body or physical possession. • Intangible action to either people’s mind or their intangible action.
- 9. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA, 9 1- People Processing Services • These services are directed at people’s body. • To receive these services customers must physical enter services system. • Customers are integral part of the process, they can not obtain the benefits they desire by dealing at arm’s length with service supplier.
- 10. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 10 • Examples are- • Passenger transportation. • Health care. • Beauty saloon/Barbers. • Restaurant/Bars. • Lodging. • Etc.
- 12. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 12 2- Possession Processing Services • Possession processing services are directed at physical possession. • Customers are less physically involved with this type of service than with People processing services. • Consider difference in your role between using passenger and freight transportation.
- 13. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 13 • In most Possession processing services the customers involvement is limited to- • Dropping off the items that need treatment, • Requesting the service, • Explaining the problem and later returning to pick up the item and • Pay the bill.
- 14. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 14 If object to be processed is something that is difficult or impossible to move, such as land escaping, heavy equipment, part of building, the service factory must come to the customer, with service personnel, tools and material.
- 15. Examples are- Freight transportation. Repairer & Maintenance services. Warehousing and store services. Office cleaning services. Etc.
- 16. 3- Mental Stimulus Processing Services
- 17. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 17 3- Mental Stimulus Processing Services. • Mental stimulus processing services are directed at people mind • These services interact with people’s mind • Receiving these services require an investment of time on the customers part. However, customers do not necessarily need to present in service factory.
- 18. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 18 • They simply need have to be mentally in communication with information being presented. • There is an interesting contrast between people and possession processing services. • Although a passenger can sleep in flight and still obtain the benefit of arriving at their desired destination. But a student who falls sleep in class room will not be wiser at the end than the beginning.
- 19. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 19 • Examples are- • Education • Meditation • Psychotherapy • Professional advice • Entertainment • News and Information
- 21. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 21 4- Information Processing Services. • Information processing services are directed at intangible assets. • Information is the most intangible form of service output, but it may be transformed in to more enduring, tangible form represented by letters, reports, books, tapes or disks.
- 22. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 22 • Examples are- • Accounting. • Management consulting. • Market research. • Medical diagnosing. • KPO’s and BPO’s
- 23. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 23 People Processing Possession Processing Mental Stimulus Processing Information Processing Tangible action Intangible action Passenger transportation. Health care. Beauty saloon/ Barbers. Restaurant/Bars. Lodging. Funeral Services. Freight transportation. Repairer & Maintenance. Warehousing and store. Office cleaning services. Laundry & dry cleaning Accounting. Banking. Management consulting. Data processing. Market research. Medical diagnosing. Education. Psychotherapy. Music concert. Entertainment. Advertising. News and Information.
- 24. CLASSIFICATION OF SERVICES DR. AMITABH MISHRA 24 DIFFERENCE BETWEEN BUYER, CONSUMER, CUSTOMER. • BUYER:- Buyers are those who buys goods and services. All human beings are buyer. • CONSUMER:- A consumer is one who consumes goods and services. They include-human beings, birds, trees, animals. • CUSTOMER:- If the buyer repeatedly buy product of one company, he will be called a customer of the company