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A Model of Service Classification Based on Consumer Needs

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A Model of Service Classification Based on Consumer Needs
Service Operations Management Track
FARIAS PEREIRA , Suzana Carla Doctoral student at Fundação Getúlio Vargas/EAESP Department of Administration of the Production and Operations

CATTINI , Orlando Jr. Professor of Fundação Getúlio Vargas/EAESP Department of Administration of the Production and Operations

Abstract
Most of the literature and research on services focus on the characteristics that distinguish products from service. One of the topics to be improved is the service classification . Most service classifications do not consider the client’s needs as a crucial parameter either to the quality of the service or to the success of the strategy. This study presents a service classification outline and proposes a framework that takes the consumer needs into account. The dimensions considered in the classification model were defined through the analysis of the management literature and questionnaires answered by Brazilian marketing and operations specialists.

1-Introduction
The main aim of establishing service typologies is to offer insights for the development of strategies (Lovelock, 1983). However, most classification models do not consider the clients’ needs, which is a crucial parameter considering the delivery of a quality service and the success of any strategy. The first models were defined based on operational aspects, under the service provider’s perspective (Cook et al, 1999; Mills and Margulies, 1980). Nowadays, as the diversity of kinds of services has increased, a comprehensive and detailed classification can be very useful to the service management. This study presents a summary of the main service classification families existing in the specialized literature and proposes a model whose parameter is the clients’ needs.

2-Concept and Service Typology : Revision of Literature
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