Service can be an elusive concept that is not only
difficult for customers to define but also for the companies that offer such
service. The authors Sichtmann, et. al. (2011) have developed a facilities–transformation–usage framework of service
provision by drawing from control theory. It is important for decision makers
to understand and focus on the overall process of service exportation in order
to increase sales and customer satisfaction rates.
Cultural considerations
play a part in the overall service delivery processes. As the nation increases
in exportation of services it is important to understand how culture can impact
the perception of service delivery. The exportation of services includes the
total concept of service exportation under different times, places, conditions
and cultures.
As service design will
require a higher level of customer integration the options may create a little
more difficulty in control when compared to simpler designs. However, this does
afford the opportunity to create greater service impact and effectiveness. The
authors use three concepts that include facilities, transformation and usage.
Facilities:
The facilities stage includes all of the company’s resources such as knowledge,
employees, facilities, and technology that make service delivery possible.
Transformational
Stage: The stage in which the company resources are
combined with customer resources to create transformation within the service
process.
Usage
Stage: The stage in which the customer takes ownership of
the resources and determines their quality without company influence.
Their model also uses control to enhance the
credibility of their arguments. This includes 1.) input and 2.) process
control. Input control regulates the antecedents to performance that include
knowledge, values, abilities and motives of employees. Process control
regulates the transformational processes through company action to ensure that performance
of the elements is at their maximum.
The researchers found that quality control
initiatives would benefit from facilities, transformational, and usage stages
as well as input and control processes within their theoretical frameworks. The
use of the framework helps organizations manage their customer service
exportation better as well as ensure that there is strong management of the
customer service elements. It is through fostering greater service development
that customer satisfaction raises.
The report does help highlight the concept that
customer service strength is necessary to encourage repeat customers. Customer
service is an actual strategy that requires understanding the company’s
resources, putting in place proper processes for fulfilling that service, and
ensuring that customers are happy with the results. The entire process should
be checked at various intervals to ensure that it is working and managed
properly for effectiveness.
Sichtmann, C. (2011). Service quality and export performance
of business-to-business service providers: the role of service employee- and
customer-oriented quality control initiatives. Journal of International Marketing, 19 (1).
