Question

Discuss the advantages of using a customers physical characteristics to increase productivity in the delivery of service quality. Give examples.

Answer 1

In a service industry, the primary objective revolves around the consumer. The consumer is also involved in the production of the service. Hence it is critical that the preferences of consumer is taken into care of the service is designed keeping the consumer in mind.

The study of consumer’s physical characteristics and modifying the service to his needs, adds at greater value to the overall impact of service to the consumer. For example, in a body spa, various consumers come for body massage service. Based on the built of the consumer, the massage intensity can be varied to give a customized service implementation. For a woman in late twenties, the massage will be light and focused on pressure points near the neck and shoulder to release her stress. For a woman in late fifties, the spa must be modified and more focus should be on the foot massage and joints pressure. A heavy built man needs massage intensity of higher pressure while a thin man of fragile build, needs to have a softer massage.

Varying the intensity and features of the service, more value addition of service can happen to the consumer. This way the overall effectiveness of service can be improved.