a. Elements of The Strategic Service Vision in medical robot service

\fOverall cost leadership Requires: Efficient-scale facilities Tight cost and overhead control . Innovative technologyOverall cost leadership 01 - Seeking out low-cost customers 02 Standardizing a custom service 03 Reducing the personal element in service delivery 04 Reducing network costs FedEx. 05 > Taking service operations offline Differentiation . Creating service that is perceived as unique. . Forms: brand image, technology, features etc. . Doesn't ignore costs . Aims to create customer loyalty Differentiation 01 - Making the intangible tangible THE RITE-CARLTON 02 Customizing the standard product 03 Reducing perceived risk 04 Giving attention to personnel training 05 Controlling qualityFocus Serve a particular target market very well Address customers' specific needs Lower costs through specialization INSTITUT HATUNG NEGARAChapter 2 Service Strategy 29 TABLE 2.1 Elements of the Strategic Service Vision Source: Adapted and re printed by permission of 1. L. Herkett W. E. Sasser, and L. A. Schlesinger, The Service Argift Chain (New York: The Pre Press, 197/ ) p. 9. Service Delivery System Operating Strategy Service Concept Target Market Segment . What are the important . What are important . How are the results stated . What are common delivery system features business features (i.e., in terms of the customer? characteristics of the Le., people, technology. operations, finance, . How is the system sup- target market? etc.)? marketing, organization] posed to be perceived . How can the target . What is the system . Where are effort and by the target markets market be segmented capacity? investments focused? (i.e., customers and (Le., demographic]? . How does the system . How will quality and cost employees)? . How important are vari- differentiate itself from be controlled? . How do customers ous segments and their competitors (i.e., quality, . What results will be perceive the service needs? price, convenience]? concept? expected versus . How well are these needs . Are barriers to entry competition? . What efforts are required being served (e., in what created? in terms of the manner manner and by whom)? the service is designed, delivered, and marketed