Classification of Services

Degree of Tangibility of Service Process

Who or what are the direct recipient of Service Pro

Customization Vs. Standardization
Nature of relationship with the customers

Extent to which demand and supply are in balance

Extent to which facilities, equipment, and
people are part of the service experience
The place and time of service delivery

Classification of Services

Degree of Tangibility of Service Process

NATURE OF THE
ACT

TANGIBLE
ACTION

INTANGIBLE
ACTION

RECEIPIENT OF THE ACT

Service directed at
peoples bodies
Health Care
Hair cutting
Passenger Transportation
Restaurant

Service directed at
peoples minds
Education
Broadcasting
Information services
Theatres
Museums

Service directed at
physical possession

Freight transportation
Industrial equipment m
Laundry and dry cleane
Veterinary care

Service directed at
Intangible Assets
Banking
Legal service
Security
Insurance

Classification of Services

Relationship with customer

NATURE OF
SERVICE
DELIVERY

CONTINUOUS
DEL. OF
SERVICE

DISCRETE

TYPE OF RELATIONSHIP

Membership relation

Non formal Relshp

Cable TV
Mutual Fund
Telephone
Banking
College Enrollment

Radio Station
Police production
Light house
Public highway

Long distance phone call

Theatre season ticket
Commuter ticket

Car rental
Mail service
Toll bridge/way
Restaurant
Pay phone

Classification of Services
EXERCISE OF
JUDGEMENT BY
CUSTOMER
CONTACT
PERSON

High

Low

Customisation

EXTENT OF CUSTOMISATION

High
Legal Services
Health Care
Taxi Service
Beautician
Tutorials
Telephone service
Hotel service
Retail banking

Low

Education: Large class

Preventive health care

Public Transmission
Routine appliance
maintenance
Movie Theatre

Classification of Services
Nature of Demand

EXTENT TO
WHICH SUPPLY
IS CONSTRAINED

Peak demand
CAN be met
without delay

Peak demand
regularly
exceeds
capacity

EXTENT OF DEMAND FLUCTUATION OVER TIME

Wide
Natural gas
Telephone
Hospital
Tourist lodging
Accounting
Electricity
Theatres

Narrow
Insurance
Banking
Dry cleaner

-do- with less base

level capacity

Classification of Services

Method of Service Delivery

NATURE OF
INTERACTION
WITH CUSTOMER

Customer goes

Service
Provider
Comes

Arms length

AVAILABILITY OF SERVICE OUTLET

Single Site
Haircutting
Beauty Saloon
Theatre
Taxi

Credit Card
Local Radio Station

Multiple Site
Bus service
Fast food chain
Mail delivery

National radio
Telephone Company

Classification of Services
Level of equipment used
HIGH

People
s
Particip
HIGH
ation

LOW

LOW