Page 20 - DMGT522_SERVICES MANAGEMENT

Unit 1: Service Operation Management

depends upon the affluence of the society. If a traveller is tight with money, how will carry Notes
his luggage himself. If he has financial affluence he will engage a porter for the same job.
The affluence reduces the scope of self-service and creates opportunities for many service
people and organisations.
2. More leisure time: The tendency of the people throughout the world is to gain more leisure
time so as to attend to their personal and family activities. There is a significant change in
defining the holidays or leisure period even in semi-urban and rural pockets of India.
Instead of eating stomachful with delicious food, resting on bed for extra hours, playing
cards and chitchatting, the people are now spending time on education, training, skill
development for themselves as well as for children, touring, entertainment; personal
care, etc.
3. Working women: The percentage of women in employment is increasing year by year in
many economies. They no longer can be viewed as just housewives and inferior to men.
They proved beyond doubt in many areas that they are equal and in some areas more
competent and suitable than men. The working women are burdened with household
activities as well as office activities. They are looking for services that can reduce their
burden significantly. As they belong to double income group, they have more affluence to
spend on services. As a result the demand for crèches, baby sitting, household domestic
help, health services, fitness services, special education services, etc. has gone up.
4. Growth in DINKS population: DINKS are double income group with no kids. It is not that
the couple cannot have children due to physical problems. The couple do not try to have
a children may be because of the reason that both are careerists. Generally they may
postpone having children for the first few years of marriage, after that due to pressures in
employment with possible promotions, transfers and time pressure. The postponement
continues until they reach to the conclusion of not having children. In some societies
where divorce rate is high, marriage is perceived as a short-term relationship. In such
societies either the male or female prefer not to have the children whose future will be at
stake when marriage becomes a failure. In many developed societies DINKS population is
on the rise. The DINKS have greater affluence and no savages require for future generations.
Hence they spend liberally on services.
5. Greater life expectancy: The economic prosperity and the increasing standard of living of
the people have resulted in greater life expectancy. As a result, there is a significant
growth in the old age population. If you take India as an example the population above
the age of 60 years has increased from 14.13 million in 1981 to 54.69 million in 1991. It has
reached 75.7 million by 2001. While the expected growth in 0-14, 15-34, 35-59 years of age
groups is 6.26, 20.07 and 29.75%, respectively, the above 60 age group growth is about
38.42%. There would be greater demand for nursing homes and health care services with
the increasing old age population.
6. Greater complexity of products: The rapid pace of change in technology offering more and
more new products to the society. The human begins now are identifying a very large
spectrum of needs compared to the earlier generations. The present generation is using
number of products with technological complexities in day-to-day life. They need skilled
specialists for maintenance of such complex products as computers, automobiles, television,
kitchen appliances, etc. Therefore, the demand for such services is growing day-by-day.

7. Greater complexity in life: In the modern society the people are feeling that they are living
ninety nine lives as they are required to play a number of roles in each day-to-day life.
There is a demand for such service, which can share the burden or reduce the burden. As
such there is an increased demand for income tax consultants. Legal consultants, counseling,
employment services, labor supply services, baby care centers, etc.

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