Managing Service Demand at the Point of Delivery
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Abstract
The component processes by which demand management at the point of delivery might be accomplished are presented. Overemphasis of the “professionalism” of service production and delivery can lead a service operation to miss important opportunities for increasing both efficiency and effectiveness. Demand management through “deprofessionalization” processes—including routinization, decoupling, delegation, and mechanization—involves a bidirectional matching process. The process is defined by three elements (customers, services, and delivery modes) and three functions (matching, segmenting, and channeling.)