• 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.
TOTAL: 45 PERIODS
• To design and operate a service business using the concepts, tools and techniques of service operations management.