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14-1  Service Distribution  Direct or Company-Owned Channels  Franchising  Agents and Brokers  Electronic Channels  Common Issues Involving Intermediaries.

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Presentation on theme: "14-1  Service Distribution  Direct or Company-Owned Channels  Franchising  Agents and Brokers  Electronic Channels  Common Issues Involving Intermediaries."— Presentation transcript:

1 14-1  Service Distribution  Direct or Company-Owned Channels  Franchising  Agents and Brokers  Electronic Channels  Common Issues Involving Intermediaries  Strategies for Effective Service Delivery Through Intermediaries Chapter14 Delivering Service Through Intermediaries & Electronic Channels McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2 14-2 Objectives for Chapter 14: Delivering Service Through Intermediaries  Identify the primary channels through which services are delivered to end customers.  Provide examples of each of the key service intermediaries.  Discuss the benefits and challenges of each method of service delivery.  Outline the strategies that are used to manage service delivery through intermediaries.

3 14-3 Service Provider Participants  service principal (originator)  creates the service concept  (like a manufacturer)  service deliverer (intermediary)  entity that interacts with the customer in the execution of the service  (like a distributor/wholesaler)

4 14-4 Services Intermediaries  Franchisees  service outlets licensed by a principal to deliver a unique service concept it has created  e.g., Jiffy Lube, Blockbuster, McDonald’s  Agents and Brokers  representatives who distribute and sell the services of one or more service suppliers  e.g., travel agents, independent insurance agents  Electronic Channels  all forms of service provision through electronic means  e.g., ATMs, university video courses, TaxCut software

5 14-5 Benefits and Challenges for Franchisers of Service

6 14-6 Benefits and Challenges for Franchisees of Service

7 14-7 Benefits and Challenges in Distributing Services through Agents and Brokers

8 14-8 Benefits and Challenges in Electronic Distribution of Services

9 14-9 Common Issues Involving Intermediaries  conflict over objectives and performance  difficulty controlling quality and consistency across outlets  tension between empowerment and control  channel ambiguity

10 14-10 Strategies for Effective Service Delivery Through Intermediaries  Control Strategies:  Measurement  Review  Partnering Strategies:  Alignment of goals  Consultation and cooperation  Empowerment Strategies:  Help the intermediary develop customer- oriented service processes  Provide needed support systems  Develop intermediaries to deliver service quality  Change to a cooperative management structure

11 14-11 H&R Block: Providing Multiple Service Channel Options


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