Services Operations Management

OBJECTIVES:
• To help understand how service performance can be improved by studying services operations management.

UNIT I INTRODUCTION
Services – Importance, role in economy, service sector – growth; Nature of services -Service classification , Service Package, distinctive characteristics , open-systems view; Service Strategy – Strategic service vision, competitive environment, generic strategies, winning customers; Role of information technology; stages in service firm competitiveness; Internet strategies – Environmental strategies.

UNIT II SERVICE DESIGN
New Service Development – Design elements – Service Blue-printing – process structure – generic approaches –Value to customer; Retail design strategies – store size – Network configuration ; Managing Service Experience – experience economy, key dimensions ;Vehicle Routing and Scheduling.

UNIT III SERVICE QUALITY
Service Quality- Dimensions, Service Quality Gap Model; Measuring Service Quality –SERVQUAL – Walk-through Audit; Quality service by design – Service Recovery – Service Guarantees; Service Encounter – triad, creating service orientation, service profit chain; Front-office Back-office Interface –service decoupling.

UNIT IV SERVICE FACILITY
Services capes – behaviour – environmental dimensions – framework; Facility design – nature, objectives, process analysis – process flow diagram, process steps, simulation; Service facility layout; Service Facility Location – considerations, facility location techniques – metropolitan metric, Euclidean, centre of gravity, retail outlet location , location set covering problem.

UNIT V MANAGING CAPACITY AND DEMAND
Managing Demand – strategies; Managing capacity – basic strategies, supply management tactics, operations planning and control; Yield management; Inventory Management in Services– Retail Discounting Model, Newsvendor Model; Managing Waiting Lines –Queuing systems, psychology of waiting; Managing for growth- expansion strategies, franchising , globalization.

OUTCOMES:
• To design and operate a service business using the concepts, tools and techniques of service operations management.

REFERENCES :

1. James A. Fitzsimmons, Service Management – Operations, Strategy, Information Technology, Tata McGraw-Hill – 7th Edition 2013.
2. Richard Metters, Kathryn King-Metters, Madeleine Pullman, Steve Walton Successful Service Operations Management, South-Western, Cengage Learning, 2nd Edition ,2012.
3. Cengiz Haksever, Barry Render, Roberta S. Russell, Rebert G. Murdick, Service Management and Operations, Pearson Education – Second Edition.
4. Robert Johnston, Graham Clark, Service Operations Management, Pearson Education, 2nd Edition, 2005.
5. Bill Hollins and Sadie Shinkins, Managing Service Operations, Sage, 2006.
6. J.Nevan Wright and Peter Race, The management of service operations, Cengage, 2nd Edition, 2004.