In this module, you learned aboutthe necessity for service process redesign and how it can help to improve service quality and productivity, the levels of customer participation in service processes, the concept of customers as co-creators, factors that lead customers to accept or reject new self-service technologies (SSTs), how to assess and improve SSTs and also how to manage customer reluctance to change behaviors in service processes.
You then learned about the different types of demand- supply situations, various forms of productive capacity, ways to manage productive capacity and also about demand patterns.
You then discovered the ways of managing demand, how to use marketing mix elements to smoothen out fluctuations in demand and how to use waiting lines and queuing demands to inventory systems.
You the learned how customers perceive waits, how to make waiting unpleasant, how reservation systems can be put to use in managing demand and the alternative ways to utilise the otherwise wasted capacity.
Finally, you learned about the four core purposes of service environments, theoretical foundation of consumer responses in service environments, the dimensions of service environment, key ambient conditions and their effect on customers.
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