| Summary: | 博士 === 淡江大學 === 管理科學研究所博士班 === 97 === The output of the service sector in Taiwan accounted for 72% of the GDP and the employment of the service sector exceeded 60% of the total employment in 2006 (Executive Yuang, 2007). Due to the increasing importance of the service sector, this paper is trying to develop a generalized “Integrative Service Model” so that the service firms can formulate marketing strategies based on it.
Through extensive literature reviews, this paper uses Greig’s (2003) three classifying criteria (content, process and context) to classify the service into 4 dimensions and each of which contains 3 attributes. They are Provider, Process, Customer and Place dimensions. The initials of the 4 dimensions include 3 Ps and 1 C. therefore, we call the model “3P+C model”.
Attributes of the 4 dimensions can be combined into 81 combinations to represent the entire service. Each combination is a type of service and is called a “service module”. For the same service, the service module can be different viewed from customer or provider perspectives. Based on such concepts, a mathematical model is constructed to calculate the attributes of the integrated service modules of the service firm. Then the salient attributes can be identified after optimizing them with 80/20 and large number principles. Business strategies can thus be formulated based on the resulted salient attributes.
Classifying dimensions can also be transformed into the “operational dimensions” by weighing the attributes. The operational dimensions are labor intensity, customization degree, customer interaction degree and place orientation. A core service is formed by combining the 4 operational dimensions. A service firm can integrate all the core services and find the combined attributes of each dimension. Together with the existing framework, the marketing strategies can then be formulated. This paper uses retail bank, airline and college as the examples to explain how to use the developed “direct” and “transformed” mathematical models to formulate the marketing strategies with the existing well-established frameworks.
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