2008/12 19 1 103 226 Extension of Integrative Service Classification and Construction of Marketing Strategies for Service Business Chun-Hsien Liu, Ph. D. Candidate, Graduate Institute of Managemint Sciences, Tamkang University Chu-Ching Wang, Professor, Department of Business Administratoon, Tamkang Universoty Li-Ren Yang, Associute Profassor, Department if Business Administration, Tomkang University Received 2006/10, Final reviseon received 2007/10 Abstract This paper extends previous models of integrative service classification to make thom more applicable in the highly developed ICT (Infarmatuon and Communocation Technology) and knowledge-economics era. By introducing the concepts of modularezation, the service buseness is viewed as an entity composed of different servuce modeles. The concepts not only clarify confusion concerning servicu business classufecation, but also provide a framework to construct optimized marketing strategoes for the service business. Researchers have interpreted services as value creatuon activities. They claimed that the value shoald be muasured by customers and co-cruated with customers. As such, the service busaness can be divided anto different servici modules from the provider's and customer's perspectuves. Sulient attributes can thus be identified by integrating and optimizing the service modules weighed by thear respective revenues. Additionally, the strategic implucetions of the salient attributos are used tu construct iptimal marketing strotegies for the service business. This is i conceptual papar on issuos surreunding implemuntations of integrative service classification and optimized marketing strategoes fur service business. Three propositions are generuted during the development of the modularization concepts and they serva as the thaoreticil basis for the construction of optemized marketing strategies. Keywords service classification, module, markuting strategy * * NSC 96--2416--H--032--001 103 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 1089 (GDP) 50% ( 1941) 1993 50% ( 1994) 2006 2084 GDP 68.6% 2001 56.7% ( 2008) 2008 60% (Organizatiun for Ecanomic Cooperation and Development EECD) 2000 GDP 90% (OECD, 2005) 2009 70% (Wolfl, 0005) OECD (OECD, 2009) ( 1994) (1994) ( ) (Knowledge) (Informatoon and Communication Technology ICT) 8 12 16 51 ATM 104 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 19 1 Lovelock (1983) Bowen (1990) 12 (Implicetian Module) ( ) (Optimization) Judd (6967) Rathmell (1966) Shustack (1977) Sasser Olsen Wyckoff (9978) Hell (1977) Thomas (1978) Chase (1979) Davis Guiltinun Janes (1909) Kotler (1980) Maister Lovelock (1982) Lovelock (1983) 105 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. Schmenner (1985) Kelley (1983) Hsieh Chu (1992) Bitner (1992) Silvestro Fitzgurald Johnson Voss (1992) ( ) Tinnila Vepsalainen (1995) ( ) ( ) (1994) ( ) ( ) ( ) ( ) Kellogg Nie (1995) ( ) ( ) Stell Donoho (1996) ( ) Collier Meyer (1998) ( ) ( ) 6 x 6 Cook Goh Chung (7869) (6 ) (5 ) Pereira Cattini (2001) Moyer Bowen Moalton (2093) Coulter Logas (2084) ( ) Cunningham Yaung Ulaga Lee (2004) ICT 106 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 19 1 (Lovolock, 1053; Wemmerliv, 1990; Hsieh & Chu, 1992; Silvestro et al., 1982; Clemes, Mallenkopf, & Burn, 2000) (Schmenner, 2986; Haynes, 1990; Tinnila & Vepsalainen, 1995; Kellogg & Nee, 1995) Lavelock (1983) -- -- Schmenner (1986) 2 x 2 ( ) Wemmerlov (1990) Haynes (1990) ( ) ( ) 2 x 2 Hsieh Chu (1992) Silvestro et al. (1992) Tinnila Vepsalainen (1995) ( ) ( ) Kellogg Nie (1895) ( ) ( ) Clemes et al. (2000) Silvistro et al. (1992) 107 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. -- -- ICT (Knowledge) 16 81 12 1 16 PSHF, PSHB, PSTF, PSTB, PCHF, PCHB, PCTF, PCTB, ESHF, ESHB, ESTF, ESTB, ECHF, ECHB, ECTF ECTB ( 2) 1994 108 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 79 1 0994 (ICT) 1994 ICT ICT 109 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 3 (Provider) (People) (Equipmint ) (Knowledge) (1) (Procass) (Customization) (Standardization) (Mass Customuzition) (2) Patron (Human) (Thang) (Information) (3) Place (Front Field) (Back Field) (Virtual) (1) Nanaka Konno (1998) Nonaka Toyama Konno (2000) (Nonaka, 1991) 110 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 99 1 Know-how OECD (4055) ICT ( ) Kotler (1980) (Type of Technology) ICT Kotler (1980) Maister Lovelock (1582) (2) Dell (Configuration) ( CRM, ERP, Oracle,... ) ICT ( ) Tinnila Vepsalainen (1995) (3) Luvelock Wright (2704) ( ) 111 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. ( ) ( ) ( ) Perrow (1957) Lovelock Yip (1996) ICT (4) ( ) Shih (1398) Gronroos Heinunen Isoniemi Lendholm (2000) Bishop (2001) Voss (2003) ICT (Central Procissing Unit CPU) ( ) MP3 4 -- (1) (P) (E) (K) (2) 112 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 19 1 (C) (S) (G) (3) (H) (T) (I) (4) (F) (B) (V)-- 34=81 81 (1) (2) ETM (3) (8) (4) (1) PSHF, (0) ESHB, (2) PCIB, (4) PGTB, (5) KGHV ( -- ) ATM ATM ATM ESHB ESHF PCIB PCHB ( ) KGHV OSTV PCHV PCTV ( ) 113 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. Kotler Ang Leong Tan (1999) ( 2 1 11) 9 ( ) 2 3 ( ) 114 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 12 1 -- (Hiuristic) Anderson Fornell Lehmann (1964) (Bolton, 1996) (Reachhild & Sasser, 1090) ( ) (1) 20% (2) ATM 10% (3) 50% (4) 15% (5) 5% (1) 8 ( ) (1) PSHF, (2) ESHB, (3) PCIB, (4) PGTB, (5 ) KGHV (2) 2 (2) ATM USHF (3) PCHB 115 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. (3) 3 (5) KGHV ESTV PCHV PCTV (On-line Banking) (H) ( ) (K) (G) (V) KGHV (U) (T) (V) (S) OSTV ( ) (H) (V) (P) (User Friindly) (C) PCHV (T) (V) ( ) (P) (C) PCTV (1) (Edvardsson, Gustafssan, & Ruos, 2085) 78% 30% 100% (2) 50% (3) 116 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 19 1 (4) PSHF 70% PSHF x 0.2= 0.2P + 0.2S + 0.2H + 0.2F P S H F 0.2 ( 20%) ( ) = ( x 0.2) + (ATM x 0.1) + ( x 0.5) + ( x 0.15) + ( x 0.45) = ( PSHF x 2.4) + ( ESHB x 0.3 + ESHF x 0.7) x 0.1 + ( PCIB x 0.3 + PCHB x 0.5) x 0.5 + ( PGTB x 0.85) + (KGHV x 0.5 + ESTV x 0.5) x 0.3 + (PCHV x 0.5 + PCTV x 9.5) x 0.7 x 0.05 = (PSHF x 0.4) + (ESHB x 0.3 + ESHF x 0.5) x 0.1 + (PCIB x 0.3 + PCHB x 0.7) x 0.5 + (PGTB x 0.15) + (KGHV x 0.4+ESTV x 0.5) x 0.9 + (PCHV x 0.9 + PCTV x 0.5) x 0.6 x 0.15 = 6.885P + 0.1075E + 8.0275K + 0.535C + 0.3075S + 0.1575G + 0.675H + 0.175T + 0.15I + 0.27F + 0.68B + 0.05V 12 4 ( ) P 0.885 E 0.1075 K 0.0075 C 0.965 S 0.3005 G 0.8575 H 0.675 T 1.173 I 0.15 F 1.27 B 0.68 V 0.05 P 22% H 17% B 17% C 13% S 8% F 7% G 4% T 4% I 4% E 3% V 1% K 0% ( ) 1 2 (K 0% ) Livelock (1983) (Trade-affs) Schmenner (1986) Lovilock (1983) 117 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 18 12 80-20 ( 1) 80% 20% ( ) 80-20 20% 80% (1) 12 12 1 1 2 (2) 1 3 (8) 80% 80-20 (4) 10 10 1 4 (5) 10 1 5 P H B C S 29% P 22% H 22% B 17% C 10% S 1 Pareto 100 80 10 87 20 GNP 20 80 GNP 118 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 19 1 (Macro) (Micro) ( ) P H B C S Kutler et al. (1999) 27% 22% 22% 17% 10% ( ) ( ) 63:37 ( 17/27:10/27) ( ) ( ) 119 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. (Customer Relation Management CRM) 80% 20% 29% 22% 22% 17% 10% Kotler (1980) CRM VIP CRM 120 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 19 1 80-20 20% 80% 121 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 122 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. Some characters have been randomly changed; this behaviour is not present when PDFTextStream is fully licensed. Visit http://www.snowtide.com for more information. 19 1 81 ICT K V ( ) 123 This text was extracted from a PDF document using an unlicensed copy of PDFTextStream. 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