Towards a Simple, Visual Representation of Fit in Service Organizations: The Contribution of the Service Template

Pursues the concept of fit, defined as congruence between the capabilities of an operation and the characteristics sought by the market it was set up to serve. Traces the design, development and testing of the Service Template for illustrating fit in service organizations. The technique compares the actual service experienced by a customer with his/her expectations of that service and it is able to incorporate both soft and hard aspects of a service package. Reviews literature on visual representation of fit in manufacturing and service operations and examines the suitability of existing devices. Uses a case example to illustrate the mechanics of the technique which was tested in 33 situations and is now offered as generically applicable. Identifies areas for future research.