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REQUISITI DELLA LOGICA DI SERVIZIO (SUMMA)

Dopo aver riportato alcuni esempi di logica e di non logica di servizio vorrei soffermarmi ad enunciare alcuni requisiti che sono alla base della stessa.

Abbiamo detto che applicare a logica di servizio significa pensare in anticipo alla compiutezza del servizio che ci si accinge a fornire. La compiutezza è quindi il concetto che sta alla base della logica di servizio. Lo stesso termine compiutezza ha diverse sfaccettature.

Un insegnante implementa la logica di servizio se, non solo insegna bene, ma lo fa in modo che gli allievi imparino o escano dall’aula soddisfatti per l’arricchimento che hanno ricevuto in termini di conoscenza.

Un’azienda di trasporto passeggeri realizza la logica di servizio se non solo trasporta i passeggeri, ma li porta a destino sani e salvi, nel tempo previsto e con la possibilità di fruire dei servizi di bordo che li fanno sentire a loro agio.

Su questa base la logica di servizio include anche l’apporto di valore. In fondo chi acquista un servizio lo fa per soddisfare una propria aspettativa. L’apporto di valore atteso può consistere in eleganza,  leggerezza,  comfort,  semplificazione,  aumento della bellezza, ecc. Chi non percepisce il valore atteso, non soddisfa le proprie aspettative. Di conseguenza non percepirà la compiutezza del servizio.

Di conseguenza la percezione della compiutezza è anche un fatto soggettivo. Certo, più comfort si riceve meglio è, ma quel comfort ha anche un costo e non è detto che sia apprezzato da tutti.

La logica di servizio vale anche per i prodotti. Chiunque acquisti un paio di scarpe, una bicicletta, un armadio, una cucina, un capannone, una macchian utensile, ha delle aspettative che vanno oltre i contenuti intrinseci del prodotto acquistato. E’ il vissuto della fruizione degli oggetti acquistati che dà il senso della compiutezza.

La logica di servizio è sempre composta da elementi intangibili. Sia che si tratti di servizi sia che si tratti diprodotti.

Di conseguenza, quanto più si conoscono o si intuiscono le aspettative dell’acquirente tanto più è probabile che lo stesso sia soddisfatto. Con una precisazione, la logica di servizio è tanto più intangibile quanto più si acquistano prodotti o oggetti con una forte componente hard. Al contrario la logica di servizio tende ad assumere le connotazioni di prodotto quando è riferita ai servizi. Le ragioni sono le seguenti: per i prodotti si cercano le componenti simboliche, la evocatività, la caacità di stimolare l’immaginazione.

Nei servizi si cerca la tangibilizzazione della logica di servizio allo scopo di conferire concretezza al servizio.

La logica di servizio deve contribuire ad  aumentare la competitività. Quanto maggiore è la compiutezza dell’atto di acquisto tanto più la logica di servizio contribuisce a fare la differenza.

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