Sei sulla pagina 1di 20

Operation

in
Service
Industry

By
Praveen Sidola

Role of Services in an
Economy
Services are deeds, processes, and performances.
Valarie Zeithaml & Mary Jo Bitner
A service is a time-perishable, intangible experience
performed for a customer acting in the role of a co-producer.
James Fitzsimmons

Service enterprises are organizations that facilitate the


production and distribution of goods, support other firms in
meeting their goals, and add value to our personal lives.
James Fitzsimmons

Role of Services in an
Economy

Service Development Cycle


Full-scale
launch
Post-launch
review

Full Launch

Design

an
Co iza
nt tio
ex na
t
l

Or
g

People

Produc
t

Technology

s
am
Te

Service design
and testing
Process and system
design and testing
Marketing program
design and testing
Personnel training
Service testing and
pilot run
Test marketing

Development

Enablers

Formulation
of new services
objective / strateg
Idea generation
and screening
Concept
development and
testing

Systems

Tools

Analysis
Business
analysis

Role of Technology in the Service


Encounter

Technolog
y
Custom
er

Technolog
y
Serv
er

A. Technology-Free
Service Encounter

Custom
er

Technolog
y
Serv
er

B. Technology-Assisted
Service Encounter

Technolog
y
Custom
er

Custom
er

C. Technology-Facilitated
Service Encounter

Technolog
y
Serv
er

D. Technology-Mediated
Service Encounter

Custom
er

Serv
er

Serv
er

E. Technology-Generated
Service Encounter

Service Quality Gap Model

Service
Quality
Gap
Model
Customer
Customer

Perceptions
Managing the
Evidence

Customer Satisfaction
GAP 5

Expectations

Customer /
Marketing Research
GAP 1

Communication
GAP 4

Understanding
the Customer

Management
Perceptions
of Customer
Expectations

Service
Delivery
Conformance
GAP 3

Conformance

Design GAP 2

Service
Standards

Service Design

Service Process Control


Customer
input

Service
process

Resources

Take
corrective
action
Identify reason
for
nonconformance

Service
concept
Customer
output

Monitor
conformance to
requirements

Establish
measure of
performance

The Service Encounter


Triad
Service
Organization
Efficiency
versus
autonomy

Efficiency
versus
satisfaction

Contact
Personnel

Customer

Perceived
control

Process Analysis
Terminology
Cycle

Time is the average time


between completions of successive
units.
Bottleneck is the factor that limits
production usually the slowest
operation.
Capacity is a measure of output per
unit time when fully busy.
Capacity Utilization is a measure of
how much output is actually achieved.
Throughput Time is the time to
complete a process from time of
arrival to time of exit.

Process Analysis Terminology


(cont.)
Rush

Order Flow Time is the time to go


through the system without any queue
time.
Direct Labor Content is the actual
amount of work time consumed.
Total Direct Labor Content is the sum
of all the operations times.
Direct Labor Utilization is a measure of
the percentage of time that workers
are actually contributing value to the
service.

Forecasting Models
Subjective

Models
Delphi Methods
Causal Models
Regression Models
Time Series Models
Moving Averages
Exponential Smoothing

Strategies for Matching Supply


and Demand for Services
DEMAND
STRATEGIES

Developing
complementary
services
Developing
reservation
systems

SUPPLY
STRATEGIES

Partitioning
demand

Sharing
capacity

Establishing
price
incentives

Crosstraining
employees

Promoting
off-peak
demand

Using
part-time
employees
Yield
management

Increasing
customer
participation
Scheduling
work shifts
Creating
adjustable
capacity

Arrival Process
Arrival
process

Static

Dynamic

Random
arrivals with
constant rate

Random arrival
rate varying
with time

Facilitycontrolled

Accept/Reject

Price

Appointments

Customerexercised
control

Reneging

Balking

Essential Features of Queuing


Systems

Renege

Calling
population

Arrival
process

Balk

Queue
configuration

Queue
discipline

Service
process

Departure

No future
need for
service

Supply Chain for Physical


Goods
Suppliers
Recycling/Remanufacturing

Process and
Product
Design

Manufacturing

Material transfer

Distribution

Retailing

Information transfer

Customer

Customer
Service

Customer-Supplier Duality in Service


Supply Relationships (Hubs)
Supplier

Service
Design

Material transfer

Service
Provider

Information transfer

Customer

Inventory Models
Economic

Order Quantity (EOQ)


Special Inventory Models
With Quantity Discounts
Planned Shortages
Demand Uncertainty - Safety Stocks
Inventory Control Systems
Continuous-Review (Q,r)
Periodic-Review (order-up-to)
Single Period Inventory Model

Expansion Strategies
Single Service

Multiservice

Focused service:

Clustered service:

Focused network:

Diversified network:

Single
Location

Multisite

Reference
Service

Management: Operations, Strategy,


Information Technology
By - James Fitzsimmons
Service ManagementAcademic Issues and
Scholarly Reflections from Operations
Management Researchers.
By - Metters, Richard, Marucheck, Ann1

Potrebbero piacerti anche