Service Typologies: A Transaction Modelling Approach
Ray M. Haynes · International Journal of Service Industry Management · 1990
Most services rely on a real‐time transaction between provider and customer. The nature of this interaction determines an immediate quality perception of the service by the user. In the long term, these cumulative quality perceptions may significantly affect the overall viability of the service and success of the provider firm. A transaction matrix is developed that allows placement of any service delivery process with respect to the technology and people interface characteristics. Selective repositioning within the matrix is shown to influence performance and productivity. A prescription for management is presented to allow use of the transaction model in strategic planning and tactical decision making.