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 – 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.

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 :

1. James A. Fitzsimmons, Mona J, Fitzsimmons, Sanjeev Bordoloi, Service Management –
   Operations, Strategy, Information Technology,McGraw-Hill Education – 8th Edition 2018.     
2.  Richard D. Metters, Successful Service Operations Management, Cengage Learning, 2nd Edition, 2012.
3. CengizHaksever, Barry Render, Service Management, Pearson Education, 2013.
4. Robert Johnston, Graham Clark, Service Operations Management, Pearson Education, 2ndEdition, 2005.
5. Bill Hollins and Sadie Shinkins, Managing Service Operations, Sage, 2006.