{"id":11688,"date":"2022-03-06T10:54:02","date_gmt":"2022-03-06T09:54:02","guid":{"rendered":"https:\/\/aedic.eu\/?page_id=11688"},"modified":"2022-11-27T00:09:51","modified_gmt":"2022-11-26T23:09:51","slug":"le-caratteristiche-dei-servizi-e-le-implicazioni-manageriali","status":"publish","type":"page","link":"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/","title":{"rendered":"The characteristics of services and managerial implications"},"content":{"rendered":"<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"I_servizi\"><\/span>Services<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Services are an integral part of many markets, or businesses in their own right.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #1e73be;color:#1e73be\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #1e73be;color:#1e73be\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/#I_servizi\" >Services<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/#I_livelli_di_servizio_aggiuntivi\" >Additional service levels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/#Processo_di_erogazione\" >Dispensing process<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/#_Il_ruolo_del_personale_di_contatto\" >&nbsp;The role of contact personnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/#Strategia_di_marketing_interno\" >Internal marketing strategy<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Each service has atypical characteristics that make its management often more difficult or at least very different from that of physical products.<\/p>\n\n\n\n<p><strong>Intangibility, perishability, direct customer involvement<\/strong>&nbsp;are most often mentioned as having the greatest impact on management choices.<\/p>\n\n\n\n<p>In order to respond to these elements of attention, they must be considered in an overall view when designing:<\/p>\n\n\n\n<ul><li>the level of service to be provided (global service);<\/li><li>basic, or core, services;<\/li><li>peripheral, or additional, services;<\/li><li>the level of integration and customer contact procedures.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"I_livelli_di_servizio_aggiuntivi\"><\/span>Additional service levels<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There are several levels of service that can be added to the basic service.<\/p>\n\n\n\n<p>But be careful as some caveats are necessary:<\/p>\n\n\n\n<ol><li>peripheral services, even if not requested,&nbsp;<strong>once offered they must be kept forever<\/strong>on pain of customer dissatisfaction<\/li><li>peripherals can reach&nbsp;<strong>have a strong impact on total costs<\/strong><\/li><li>customers&nbsp;<strong>are no less demanding<\/strong>&nbsp;on peripherals<\/li><li>competition leads to&nbsp;<strong>imitation<\/strong>&nbsp;of peripherals, which are easier for competitors to reproduce than the basic service.<\/li><\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"368\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-hotel-concentrici-esempio.jpeg\" alt=\"\" class=\"wp-image-11691\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-hotel-concentrici-esempio.jpeg 400w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-hotel-concentrici-esempio-300x276.jpeg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Processo_di_erogazione\"><\/span>Dispensing process<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The characteristic of having the<strong>&nbsp;simultaneous presence of customer and supplier<\/strong>&nbsp;at the time of service delivery raises the need to design the service delivery system in a timely manner. With&nbsp;<strong>delivery system&nbsp;<\/strong>means the set of operations to be carried out in order to effectively \"manage\" the customer, enabling him\/her to best access and use the service.<\/p>\n\n\n\n<p>This means designing for each stage of the delivery process:<\/p>\n\n\n\n<ul><li>the&nbsp;<strong>equipment<\/strong>&nbsp;and the&nbsp;<strong>technology<\/strong>&nbsp;back-office;<\/li><li>the&nbsp;<strong>environments<\/strong>&nbsp;reception and work area and all material elements (uniforms, objects, etc.)<\/li><li>the&nbsp;<strong>modes of operation<\/strong>&nbsp;and relationship with the outside world;<\/li><li>the&nbsp;<strong>activities and behaviour<\/strong>&nbsp;of personnel in contact with the customer.<\/li><\/ul>\n\n\n\n<p>How to lower the degree of anxiety and uncertainty of the customer?<br>What actions can be used to activate positive word-of-mouth?<br>And with which to block any negative word of mouth?<\/p>\n\n\n\n<p>Firstly with the quality of the service provided. And then by reassuring it with the\u00a0<strong>communication, before disbursement, during, and after.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"703\" height=\"443\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-back-and-pubblico.jpeg\" alt=\"back and public services\" class=\"wp-image-11693\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-back-and-pubblico.jpeg 703w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/servizi-back-and-pubblico-300x189.jpeg 300w\" sizes=\"(max-width: 703px) 100vw, 703px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_Il_ruolo_del_personale_di_contatto\"><\/span>&nbsp;The role of contact personnel<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A fundamental role, precisely because of the intrinsic characteristics of the service, is played by the back office and contact personnel. In services, you cannot have a satisfied customer if you do not have satisfied staff.<\/p>\n\n\n\n<p>In this case, the content of the work (the role of the contact personnel towards the customer) and the concept of the overall service to be offered&nbsp;<strong>must be strongly internalised by the contact personnel<\/strong>. But not only that: if the delivery system is not very standardised, he must also internalise the company's service 'philosophy'. This will guide him when, faced with 'unpredictable' customer requests and therefore not covered by the delivery system, he will still have to respond and manage customer satisfaction.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Strategia_di_marketing_interno\"><\/span>Internal marketing strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>How to ensure that contact personnel have internalised the service? By implementing a consistent&nbsp;<strong>internal marketing strategy<\/strong>.<\/p>\n\n\n\n<p>The ultimate goal of internal marketing is to ensure the development of a consistent service philosophy and culture in the company, which, as we have seen, is one of the key elements of management <a href=\"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/\" >of services<\/a>.<\/p>\n\n\n\n<p>A correct internal marketing strategy starts with a precise identification of the needs and expectations of contact personnel and a clear description of the activities required by the role. In fact, contact personnel are often required to perform activities and operations that presuppose different knowledge and skills.<\/p>\n\n\n\n<p><strong>Service Design<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"691\" height=\"505\" src=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/modello-duble-diamond.jpeg\" alt=\"duble diamond model\" class=\"wp-image-11692\" title=\"\" srcset=\"https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/modello-duble-diamond.jpeg 691w, https:\/\/aedic.eu\/wp-content\/uploads\/2022\/03\/modello-duble-diamond-300x219.jpeg 300w\" sizes=\"(max-width: 691px) 100vw, 691px\" \/><\/figure>","protected":false},"excerpt":{"rendered":"<p>Services Services are an integral part of many markets, or businesses in their own right. Each service has atypical characteristics that make its management often more difficult or at least very different from that of physical products. Intangibility, perishability, direct customer involvement are ... <\/p>\n<p class=\"read-more-container\"><a title=\"The characteristics of services and managerial implications\" class=\"read-more button\" href=\"https:\/\/aedic.eu\/en\/service-features-and-managerial-implications\/#more-11688\" aria-label=\"More on The characteristics of services and managerial implications\">Read more<\/a><\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"iawp_total_views":159,"footnotes":""},"acf":[],"rankMath":{"parentDomain":"aedic.eu","noFollowDomains":[],"noFollowExcludeDomains":[],"noFollowExternalLinks":true,"featuredImageNotice":"The featured image should be at least 200 by 200 pixels to be picked up by Facebook and other social media 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