Page 297 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes 4. Interview the manager of the bank in which you have a savings account and find out
whether the “teller system” helps it in serving more customers. Identify the number of
customers normally served in a day through both the methods.
5. Define the concept of yield management.
6. Elaborate the term capacity management.
7. The set of strategic options are related to managing capacity and controlling the supply
side by selecting out of the number of strategic options. What are they?
8. Discuss the strategies for productivity.

Answers: Self Assessment
1. Customers
2. production

3. service
4. 1974
5. measured
6. Customer

7. productivity
8. services
9. differentiate
10. efficiency

11. de-marketing
12. productivity
13. employees
14. shifting

15. Sasser
14.6 Further Readings

Books J M Rathmell, “Marketing in the Service Sector” (Cambridge Mass: Winthrop),
1974, pp. 63-66.
Theodore Levitt, “Production-Line Approach to Services”, Harvard Business
Review, Sept.-Oct., 1972.
Theodore Levitt, “The Industrialization of Service”, Harvard Business Review, Sept.-
Oct., 1976.
A Parasuraman, “Augmented Marketing,” Business Today, Jan. 7-21, 1997, pp. 25-
26.
Michael Van Biema and Bruce Greenwald, “Managing Our Way to Higher Service
Sector Productivity”, Harvard Business Review, July-August 1997, pp. 87-95.

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