ch5 the service delivery system
TRANSCRIPT
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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
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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
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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.