Copyright Atomic Dog Publishing, 2002 Chapter 4 Consumption and Post-Purchase Behavior.
Copyright Atomic Dog Publishing, 2004 Chapter Five Operations.
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Transcript of Copyright Atomic Dog Publishing, 2004 Chapter Five Operations.
![Page 1: Copyright Atomic Dog Publishing, 2004 Chapter Five Operations.](https://reader036.fdocuments.us/reader036/viewer/2022082819/56649f2b5503460f94c46300/html5/thumbnails/1.jpg)
Copyright Atomic Dog Publishing, 2004
Chapter Five
Operations
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Copyright Atomic Dog Publishing, 2004
Differences Between Manufacturing and Services
• Intangibility
• Perishability
• Inseparability
• Variability
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Copyright Atomic Dog Publishing, 2004
Operational Positions
Cost Efficiency
ServiceQuality Customization
(Tec
hnica
l)
(Functional)
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Copyright Atomic Dog Publishing, 2004
Operational Position Map
Cost Efficiency
ServiceQuality Customization
(Tec
hnica
l)
(Functional)
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Copyright Atomic Dog Publishing, 2004
Blueprinting
• Customer contact component
• Support component
• Capacity bottlenecks
• Divergence
• Complexity
• Symbols
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Copyright Atomic Dog Publishing, 2004
Table 5-1
Employee
Activity
Time
Time Total
Max, Output
Cost
1
Take orders Prepare drinks
Receive payment
30 10 10
50
72
$6.00
2
Prepare sandwiches
25
25
144
$6.00
3
Prepare french fries
20
20
180
$6.00
4
Put order together
Give customer order
20 5
25
144
$6.00
Total 4 employees 72 customers/hour
Avg. Cost $0.33
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Copyright Atomic Dog Publishing, 2004
Table 5-2
Employee
Activity
Time
Time Total
Max, Output
Cost
1
Take orders Receive payment
30 10
40
90
$6.00
2
Prepare sandwiches
25
25
144
$6.00
3
Prepare french fries
20
20
180
$6.00
4
Prepare drinks
Put order together Give customer order
10 20 5
35
102
$6.00
Total 4 employees 90 customers/hour
Avg. Cost
$0.26
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Copyright Atomic Dog Publishing, 2004
Table 5-3
Employee
Activity
Time
Time Total
Max, Output
Cost
1 & 2
Take orders Prepare drinks
Receive payment
30 10 10
25
(50)
144
$6.00
2
Prepare sandwiches
25
25
144
$6.00
3
Prepare french fries
20
20
180
$6.00
4
Put order together
Give customer order
20 5
25
144
$6.00
Total 4 employees 72 customers/hour
Avg. Cost
$0.21
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Copyright Atomic Dog Publishing, 2004
Complexity/Divergence
Divergence
Com
plex
ity
High
Low
High
Low
Cost Efficiency
CustomizationTechnical
Service Quality
FunctionalService Quality
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Copyright Atomic Dog Publishing, 2004
Operational Design
• Support the firm’s targeted operational position
• Lower unit cost
• Provide customers with uniform and consistent service quality
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Copyright Atomic Dog Publishing, 2004
Cost Efficiency Position
• Facility location
• Facility layout
• Job design
Maximize Productivity
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Copyright Atomic Dog Publishing, 2004
Customization Position
• Facility location
• Facility layout
• Job design
Maximize Personalization
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Copyright Atomic Dog Publishing, 2004
Technical Service Quality Position
• Facility location
• Facility layout
• Job design
Maximize Service Outcome
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Copyright Atomic Dog Publishing, 2004
Functional Service Quality Position
• Facility location
• Facility layout
• Job design
Maximize Service Process
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Copyright Atomic Dog Publishing, 2004
Managing Customer Waiting• Determine acceptable waiting time
• Operations management techniques
• Perceptions management techniques
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Copyright Atomic Dog Publishing, 2004
Operations Management
• Use reservations
• Encourage use of alternative modes of service
• Encourage use during slower periods
• Follow fair rules in serving customers
• Keep resources not serving customers out of sight
Goal: Reduce waiting and length of queue.
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Copyright Atomic Dog Publishing, 2004
Perceptions Management
• Keep customers busy
• Shift some of pre-service waiting to the service encounter
• Inform customers how long they will have to wait
• Explain unexpected waiting or queues
• Reduce anxiety
Goal: Reduce perception of waiting.