Categories of New Services Operations Management Assignment Help

Categories of New Services

As discussed in Chapter I  services differ from goods in many will com study and classification of the various types of new products which beg ago the study and classification of the different types of new service i m re edition  services are viewed as being more complex in that they not only into very of an end "product  but also include the process by which that produced liveried Susan Johnson  divide new service innovations into two major categories incremental services and radical services, as presented in Exhibit Each 0 the e major categories in turn is divided into three subcategories Under incremental services service line extensions are viewed as  ice that augment current services Examples here would include new items on a re ta ran menu new airline routes and new courses at a college or university Service  improvement's are defined as new services in which the features have changed relative to service  ticketing for railroads ad airlines provides good example in this engender Style changes which are the most common form of new service are viewed e hat are seen to have modest forms of visible change with respect to how they Daumier perceptions emotions and attitudes These changes do not fundamentally angle he service  only its appearance  An example in this category would be the renovation exiling restaurant or the exterior painting of an airplane with a new logo Radical services are defined as new service offerings that were not previously available or new delivery systems for existing services This category  divide into three subcategories Major innovations consist of new services that adder  mate that are not fully defined and are often driven by information and computer based technologies Internet banking provides a good example in this category Start-up services pro i e new services to established markets that are already served by existing service  The development of the smart card for retail transactions is an example of such a services for current markets are defined as new service offerings that are provided to existing customers of an organization for example a bank kiosk in a supermarket  As stated earlier services are more complex than goods in that they include not only the end product" but also the method by which that product is delivered A classification scheme for new services therefore  should recognize that service involve both In other words when attempting to classify the various types of new service categorize them not only by how the end product is changed that is what is actually being delivered but also by how the delivery process of the service ha changed Within hi fraud me work which is illustrated in Exhibit 3.11 we define the following four categorize of new services  (a) window dressing  (b) breadth of offerings (c) revolutionary and (d) channel development.

Categories of New Services

Categories of New Services

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