

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 – nature, growth. Nature of services – distinctive characteristics, Service Package, Service classification, service-dominant logic, open-systems view. Service Strategy –Strategic service vision, competitive environment, generic strategies, winning customers; Role of information technology; stages in service firm competitiveness.
UNIT II SERVICE DESIGN
New Service Development – Design elements – Service Blue-printing – process structure – generic approaches. Service Encounter – triad, creating service orientation, service profit chain; Front -office Back-office Interface– service decoupling. Technology in services – self-service, automation, ecommerce, e-business, technology innovations.
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. Process Improvement productivity improvement – DEA, quality tools, benchmarking, Quality improvement programs.
UNIT IV SERVICE FACILITY
Supporting facility -Service scapes, Facility design – nature, objectives, process analysis, Service facility layout. Service Facility Location – considerations, facility location techniques – metropolitan metric, Euclidean, centre of gravity, retail outlet location, location set covering problem. Vehicle routing and Scheduling.
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– RetailDiscounting Model, Newsvendor Model; Managing Waiting Lines –Queuing systems, psychology of waiting; Managing for growth- expansion strategies, franchising , globalization.
TOTAL: 45 PERIODS
OUTCOMES:
• Appreciation of nature of service operations
• Ability to design services
• Ability to inculcate quality in service design and delivery
• Apply models to design service facility
• Ability to grow and sustain service business
REFERENCES :