Characteristic of Service Management

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CHARACTERISTICS OF SERVICE MANAGEMENT There are four unique characteristics in service management. First unique characteristic of services is intangibility. According to Hoffman et. Al (2010), intangibility is the primary source from which the other three characteristics emerge. Means, services are performances or actions that cannot be seen, felt, tasted or touched as same as tangible goods. (Wilson, Zeithaml & Bitner, 2005). For example, KPJ offering intangible services which is healthcare services like surgery, diagnose examination and treatment. These services cannot be touched and difficult to measure their understanding and satisfaction. It depends on the eyes of the individuals itself. The second characteristic is heterogeneity. Heterogeneity is the observation that individual units of service production tend to be unique, especially when compared with non-service processes. (Nie & Kellog, 1999 cited by Sampson & Froehle, 2006) In this sense, services cannot be standardized like goods since human are involved in the provision of services. (Vargo and Lusch, 2005) For example, the staffs of KPJ deliver the medical services direct to the patients. The existence of variability on the services may occur due to changes of demand, needs and personality of the people. So, they have to follow policies and procedures that have been documented in comprehensive MS ISO 9001:2000 standard operating procedure manual as well as MSQH accreditation standard to enhance the standardization in operation. (www.kpjhealth.com.my). Inseparability in service management can be defined as the situation in which the customer is with the service provider in order to get the services from the service provider. It reflects the interconnection between the two parties which are cannot be separated. Like the customers’ involvement in the service-delivery process in order to make them
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