Professional Documents
Culture Documents
Chapter Nine
Service Processes
I E 2 5 5 7 3 4 : OP E R AT I ON S M A N A GE M E N T [ 1 /2 0 1 5 ]
I N D U S T R I A L E N G I N E E R I N G D E PA RT M E N T
CHI ANG MAI UNI VE RS I T Y
Learning Objectives
LO91: Understand the characteristics of service processes.
LO92: Explain how service systems are organized.
LO93: Analyze simple service systems.
LO94: Contrast different service designs.
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Characteristics of Services
Service are inseparable from delivery
Services tend to be decentralized and dispersed
Services are consumed more often than products
Services can be easily emulated
Services are intangible
Service output is variable
Services have higher customer contact
Services are perishable
Source: Adapted from Earl W. Sasser, R.P. Olsen, and D. Daryl Wyckoff, Management of
Service Operations (Boston: Allyn Bacon, 1978), p.11.
Service Package
1.
2.
3.
4.
5.
Supporting facility
Facilitating goods
Information
Explicit services
Implicit services
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High-Contact Service
Low-Contact Service
Facility
Location
Convenient to customer
Facility Layout
Quality Control
Capacity
High-Contact Service
Low-Contact Service
Worker Skills
Technical skills
Scheduling
Service Process
Service Package
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2.
3.
4.
5.
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Mail contact
Internet and on-site technology
Phone contact
Face-to-face tight specs
Face-to-face loose specs
Face-to-face total customization
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2.
3.
4.
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Virtual Service:
The New Role of the Customer
Customers no longer just interact with the
business.
Pure virtual customer contact: customers
interact in an open environment.
eBay
SecondLife
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Task to be done
Treatment accorded to the customer
Tangible features of the service
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2.
3.
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Arrival variability
Customers arriving at times when there are not enough service
providers
Request variability
Travelers requesting a room with a view
Capability variability
A patient being unable to explain symptoms to doctor
Effort variability
Shoppers not putting up carts
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The front-end and back-end of the encounter are not created equal.
2.
3.
4.
5.
6.
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2.
3.
4.
5.
Make it clear that you are happy for customers to invoke the
guarantee.
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User-friendly
2. It is user-friendly.
Robust
3. It is robust.
Structured
Effective
Value
Cost-effective
7. It is cost-effective.
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