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DEFINITION OF PUBLIC SERVICE SIZE & ROLE OF SERVICE SECTOR IMPORTANCE OF PUBLIC SERVICE SECTOR UNIQUE CHARACTERISTICS OF SERVICE AND ITS IMPLICATION TO PUBLIC SERVICE MANAGEMENT INTEGRATED APPROACH TO SERVICE MANAGEMENT TRINITY APPROACH TO SERVICE MANAGEMENT
Lesson Outcomes
Describe the concept of public service
public service management Explain why service businesses need to integrate the marketing, the operation and human resource function: The Trinity Approach
PUBLIC SERVICE
Employment within a
governmental system, especially within the civil service. A service performed for the benefit of the public, especially by a nonprofit organization. The business of supplying an essential commodity, such as water or electricity, or a service, such as communications or transportation, to the public.
(American Heritage Dictionary,2011)
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Public services is a term usually
used to mean services provided by government to its citizens, either directly (through the public sector) or by financing private provision of services
(www.wordiq.com)
3 important Public services to citizens:
i.
ii. iii.
Cont
2) Financial Measures: Provide fiscal and tax incentives (eg: tax exemption, investment allowanace, infrastructure allowance, industrial building allowance, etc) R&D grants Intellectual Property protection Competitive telecommunication tariffs.
economy? What is the direction of the government in the development of the country?
10th
outline that GDP share of services in 2015 is 61% with annual growth of 7.2%
Industrial Master Plan (IMP3) (20062020) are : Non government services to grow at an average annual rate of 7.5% Construction services at 5.7%, and Total investment requirement of RM687.7 billion or RM45.8 billion per annum
aim of government service Government service is mediator to facilitate the engine of economic growth (private sector)
Zeithaml, Parasuraman, and Berry (1985) determined the most frequently cited characteristics were:
70%)
simultaneity (cited by the great majority) Perishability or inability to inventory (cited by just over half)
Inseparability
Intangibility
Heterogeneity
Perishibality
Intangibility
A
distinguishing characteristics of services that makes them unable to be touched or sensed in the same manner as physical goods
Furniture
Restaurant meals
Medical surgery
Clothing
Motor vehicle
Vacation
Easy to evaluate
Difficult to evaluate
Consultancy project
Inseparability
A distinguishing characteristics of services that reflects the interconnections among the service provider, the customer, and other customers sharing the same experience (Hoffman & Bateson, 2006)
Heterogeneity
A distinguishing characteristic of services that reflects the variation in consistency from one service transaction to the next
Perishability
A distinguishing characteristics of services in that they cannot be saved, their unused capacity cannot be reserved, and they cannot be inventoried.
Perishability
Higher demand than maximum available supply Higher demand than optimal supply level Lower demand than optimal supply level Demand and supply at optimal level
Demand strategy: creative pricing Demand strategy: reservation systems Demand strategy: development of complimentary services Demand strategy: development of non-peak demand Supply strategy: part-time employee utilization Supply strategy: capacity sharing Supply strategy: advance preparation for expansion Supply strategy: increase in customer participation Supply strategy: utilization of third party Supply strategy: increase in customer participation
Inseparability
Heterogeneity
Perishability
People
Promotion and education Physical evidence
Operations Management
Marketing Management
Customer
Mutually Dependent
Marketing Functions
Evaluate and select market
segments Research customer needs and preferences in each segment Monitor competitors, identifying their strengths and weaknesses, quality levels and strategies Design the core product, tailoring its characteristics to the needs of the chosen market segments Set prices that reflect costs, competitive strategies and consumer sensitivity to different price levels
scheduling of service availability to customers needs and preferences. Develop communications strategies, using appropriate media to transmit messages Develop performance standards Create programs for rewarding and reinforcing customer loyalty.
Operation Function
Dominant function in most
service organization This function creates and delivers the service product Responsible for operating equipment and backstage procedures and other customers facilities Direct the work of large numbers of employees Take primary responsibility for the technological infrastructure do research and development to design and introduce innovative delivery systems
decisions and actions that affect the nature of the relationship between the organization and its employees its human resources (Lovelock, C et al, 2004) In many service organization, both the quality and commitment of the labor force have become a major source of competitive advantage. A strong commitment by top management to human resource management is a feature of many successful service firm.
of competencies are available to meet the firms long term strategic requirements recruitment, training, career development & promotion Its tasks associated with arranging people, facilities, and technology to create/support services produced by organization. Create and maintain desired attitudes and behavior of employees through reward systems Empowerment of service employees employee influence through pay rate, working conditions, career progression, employment security and the design & implementation of work tasks.
and human resources management - these are all interrelated in planning and implementing marketing strategies.
service organizations depends on the procedure, personnel and facilities managed by the operations function.
Marketing function in
Operations managers
acknowledge that marketing specialist can provide useful inputs to service design. operational tasks, for performing variety marketing tasks and for administrative support.
provided, desired attitude and behavior must be created, understanding of organization goals must be ensured.
their organization, have the skills and competent to succeed in their job and recognize the importance of creating and maintaining customer satisfaction, the marketing and operational functions will be substantially easier to manage.
SUMMARY
Concept of public service Size & role of service sector Importance of public service management
public service management 8Ps of integrated service management Integration the marketing, the operation and human resource function: The Trinity Approach