Normative service models

Normative service models, housing organizationally focused marketing models (like incentive schemes and trade-offs between satisfaction and productivity) and operations models (like queuing). 

The above models have moved the complex concept of services delivery beyond that of the immediate services business. The models indicate that the delivery of services requires the business to adopt both an internal and an external perspective. Rust and Metiers (2003) showed services to be eomplex in nature. They showed that a variety of approaches had been adopted, leading to the development of three key areas—customer behavior models, service quality impact models, and normative service models. Cook et al. (1999) showed services may be considered from a marketing or an operations focus. They suggested it may be possible to hold the service product constant and investigate the effects of the service process (and vice-versa). 

The quality of all products and services procured in accordance with this Model should be continuously monitored. Reassessment will be required to ensure that the products procured continue to meet the norms and standards defined. This module briefly outlines the principles of routine and non-routine assessment of manufacturers, products and contracted-out services. 

Outcomes From game theory, two player games have four types of outcomes win-win, lose-lose, win-lose, and lose-win. Normatively, win-win is the desired outcome of service system interactions. However, service science proposes ten possible outcomes via the ISPAR (Interact-Service-Propose-Agree-Realize) model, based in part on the four stakeholder view customer, provider, authority, and competitor (Spohrer et al., 2008). 

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