The Product - Process Matrix

High Continuous
Production

Mass
Production
Volume

Batch
Production

Projects
Low
Low Standardization High
 The Service - Process Matrix
Low Service
Factory

Mass
Intensity

Service
Labor

Service
Shop

Professional
High Service

High Low
Customization
 The Service-Process Matrix
 Services emphasizes on two things:
Degree Of Customization ( rather than standardization)
Degree Of Labor Intensity (rather than standardization )
 Service process matrix is based on two service
characteristics.
 Professional Service

 Professional Service, such as accountant,

lawyer, or doctor is highly customized and
very labour intensive.
 A doctor provides personal service to
each patient based on extensive training in
medicine
 Service Shop
• Service shop, such as schools and hospitals,
is less customized and labour intensives, but
still attentive to individual customers.
• A professor interacts with a classroom of
students. Although a lecture may b prepared
in advance, its delivery is affected the
students in each class.
 Mass Service
• Mass Service, such as retailing and banking,
offers the same basic services to all customers
and allow less interaction with the service
providers.
• A retail store provides a standard array of
products from which customers may chose.
 Service Factory
• Services with the least degree of
customization and labour intensity, such as
airlines and trucking, are most like
manufactured products and are thus best
processed by a service factory.
• Electricity is a commodity available
continuously to customers.