ch5 the service delivery system

8/12/2019 ch5 the service delivery system

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Chapter 5

The Service Delivery System


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Learning Objectives Prepare a blueprint for a service operation.

Describe a service process using the dimensions of

divergence and complexity. Classify a service using a taxonomy of service

processes.

Compare and contrast the generic approaches toservice system design.

Discuss the use of information technology for employee

and customer empowerment.


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Service Blueprinting

(Bank Lending Operation)Loan application Branch Officer Pay book30min--1hr.

Line of visibility

Deny

1 day 2 days 3 days

Fail point Customer wait Employee decision

===========

===== $ 0 $ ==== =====

ReceivePayment

FinalpaymentDecline Notify

customerIssuecheck

Confirm

Creditcheck

AcceptPrint

paymentbook

DelinquentClose

account

Verifyincome

dataInitial

screening

VerifypayerEmployer Credit

bureau Branchrecords

Bankaccounts

Accounting

Data baserecords

FW

ww

F

F

F

F

F

F


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Strategic Positioning

Through Process Structure Degree of Complexity: Measured by the number

of steps in the service blueprint. For example a

clinic is less complex than a general hospital. Degree of Divergence: Amount of discretion

permitted the server to customize the service.

For example the activities of an attorneycontrasted with those of a paralegal.


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Structural Alternatives

for a RestaurantNo Reservations

Self-seating. Menu on Blackboard

Eliminate

Customer Fills Out Form

Pre-prepared: No Choice

Limit to Four Choices

Sundae Bar: Self-service

Coffee, Tea, Milk only

Serve Salad & Entree Together:Bill and Beverage Together

Cash only: Pay when Leaving

TAKE RESERVATION

SEAT GUESTS, GIVE MENUS

SERVE WATER AND BREAD

TAKE ORDERS

PREPARE ORDERS

Salad (4 choices)

Entree (15 choices)

Dessert (6 choices)

Beverage (6 choices)

SERVE ORDERS

COLLECT PAYMENT

Specific Table Selection

Recite Menu: Describe Entrees & Specials

Assortment of Hot Breads and Hors Doeuvres

At table. Taken Personally by Maltre d

Individually Prepared at table

Expand to 20 Choices: Add Flaming Dishes;

Bone Fish at Table; Prepare Sauces at Table

Expand to 12 Choices

Add Exotic Coffees; Sherbet between

Courses; Hand Grind Pepper

Choice of Payment. Including House Accounts:

Serve Mints

LOWER COMPLEXITY/DIVERGENCE CURRENT PROCESS HIGHER COMPLEXITY/DIVERGENCE


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Structural Positioning of Healthcare

ServicesHIGH COMPLEXITY

* Hospitals Services

* General Practitioner

* Forensic-Testing Lab

* Diagnostic services only

* Specialist: Treatment only

LOW DIVERGENCE HIGH DIVERGENCE

* Outpatient Clinic

* Retailer of Orthopedic Supplies

* X-Ray Lab * Medical Counseling

LOW COMPLEXITY


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Low Divergence(Standardized Service)

High Divergence(Customized Service)

Processing of Goods Information People Goods Information People

No customer contact DryCleaning

Checkprocessing

Auto repairTailor

Computerprogrammin

g, buildingdesign

Indirect customercontact

Internetpurchase

Air trafficcontrol

No

interaction(sef-service)

Buying

formvendingmachine

ATM

transaction

Operating

anelevator

Bagging of

groceries

Documentin

g medicalhistory

Using a

healthclubDirect

Customercontact

Customer-serviceworker

interaction

Foodservice in arestaurant

Classlectures

Masstransportation

systems

Landscaping service

Counseling HaircutTaxiservice

Taxonomy of Service Processes


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Production-line Approach to Service

Design Limit Discretion of Personnel

Division of Labor

Substitute Technology for People

Standardize the Service


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Customer Participation Encourage Co-production by Customer

Free air miles for Internet ticketing

Promote Demand SmoothingHalf-price drinks before 6:00pm


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Information Empowerment Employees

Relational Databases

Customers

Internet Web Site


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Customer Contact View of Services Degree of Customer Contact Influences

Potential Efficiency of Service

Separate High- and Low-Contact Operations

Consider Sales Opportunity and ProductionEfficiency Tradeoff


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100 Yen Sushi House BlueprintCustomer Provider

Activities Activities

Enter Welcome Customers

Seat Themselves Serve Accessories

Make Paste

Make Selection Prepare Selections Review Demand

Make Tea Cook with Attn. to Flavor

Eat Fill Tea Remove Uneaten Sushi

Stack Plates Get from Inventory

Pay Count Plates

Leave Thank Customer Stock Inventory

Remove Accessories

Line of Visibility

Tell Friends Wash Plates, etc.Provide High Quality Ingredients

F

F

F

F

F

F

F


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100 Yen Sushi House

Service Package Supporting Facility

Facilitating Goods

Explicit Service

Implicit Service


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100 Yen Sushi House Layout

Miso and Tea Station

CONVERSATION AREA

CONVERSATIONAREA

Dishwashing Counter in Back

ENTRANCE

CONVEYOR

BELT

TAKE-OUT

POSITION

= CHEF


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100 Yen Sushi House Questions What features differentiate 100 Yen Sushi House

and how do they create a competitive

advantage? How has the 100 Yen Sushi House incorporated

the just-in-time system into its operations?

Suggest other services that could adopt the 100Yen Sushi House service delivery concept.

ch5 the service delivery system

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