Before we discuss the three fundamental laws of service, let us review the definitionof service we had in Chapter 2. Service is considered as a transformation process inwhich both provider-side and customer-side people participate in an interactive manner,applying relevant knowledge, skills, and experiences in order to cocreate mutualbenefits for the service providers and their customers. Technically and socioeconomicallythe transformation process encompasses a series of service encounters that canbe direct or indirect, consecutive or intermittent, physical or virtual, and brief or intensive.The value of service depends on the sociotechnical efficacy and effectiveness ofall of the service encounters experienced throughout the service lifecycle.
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