UNDERSTANDING service
management in public sector
LEARNING
OUTCOMES
At the end of the session, students should be able to:
Acquire an understanding on the concept of Public Service
Explain the importance of Public Service Sector
PUBLIC SERVICE
Employment within a governmental
system, especially within the civil
service.
A service performed for the benefit
of the public, especially by a
nonprofit organization.
The business of supplying an
essential commodity, such as water
or electricity, or a service, such as
communications or transportation, to
the public.
(American Heritage Dictionary,2011)
Continue..
Public services is a term usually used to
mean services provided by government
to its citizens, either directly (through the
public sector) or by financing private
provision of services
(www.wordiq.com)
Source: PEMANDU,2013
Source: http://www.ezfx.com.sg/2014
1) Administrative Measures
Empowering the Ministry of International Trade and
Industry (MITI)
Strengthening the role of Malaysia External Trade
Development Corporation (MATRADE)
Establishment of National Professional Service Export
Council (NASPEC).
Establishment of Small and Medium Industries
Development Corporation (SMIDEC)
Liberalisation of service sector.
Service Sector Blueprint March 2015
Cont
2) Financial Measures:
Provide fiscal and tax incentives (eg: tax exemption,
investment allowance, infrastructure allowance,
industrial building allowance, etc)
R&D grants
Intellectual Property protection
Competitive telecommunication tariffs.
10th
SCENARIO 1:
MSIAN PLAN & NEW ECONOMIC MODEL
Description
Product
Process
People
Physical evidence
1. Product
Product in Tourism is basically the experience
and hospitality provided by the service provider.
In general the experience has to be expressed in
such a way that the tourists see a value in them.
2. Process
The process in Tourism include, (a) trip planning
and anticipation, (b) travel to the site/area,
(c)recollection, (d) trip planning packages.
The trip planning packages that service provider
should provide include; maps on attractions
enroute and on site, information regarding
lodging, food, quality souvenirs and mementoes
Marketing Functions
Evaluate and select market segments
Research customer needs and
preferences in each segment
Monitor competitors, identifying their
strengths and weaknesses, quality levels
and strategies
Design the core product, tailoring its
characteristics to the needs of the
chosen market segments
Set prices that reflect costs, competitive
strategies and consumer sensitivity to
different price levels
Marketing Functions
Tailor location and the
scheduling of service
availability to customers
needs and preferences.
Develop communications
strategies, using
appropriate media to
transmit messages
Develop performance
standards
Create programs for
rewarding and reinforcing
customer loyalty.
Operation Function
Dominant function in most
service organization
This function creates and
delivers the service product
Responsible for operating
equipment and backstage
procedures and other
customers facilities
Direct the work of large
numbers of employees
Take primary responsibility for
the technological
infrastructure do research
and development to design
and introduce innovative
delivery systems
Marketing function in
service organizations
depends on the procedure,
personnel and facilities
managed by the operations
function.
SUMMARY