國外商學(xué)院運(yùn)營管理課件Lecture 2 - Service

1、 # * . & ' ( Often referred to as Intangibles: Nature of service contact: personal (soft non-personal (hard Atmosphere of service environment: created by the sights and sounds, and comfort Feelings created in the customer: sense of security, status and well-being Operations Management &

2、Decision Making Slide 16 # * Service Package . The process outcome Explicit Service Supporting services Supporting facilities Supporting goods Implicit Service Operations Management & Decision Making Slide 17 The experience Key Points Distinguish between on-line and off-line services. Distinguis

3、h between front office and back room operations: front office: where the customer is served face-to-face back room: operations out of the view of customers Operations Management & Decision Making Slide 18 6 . The organisation Service operation Inputs Process Customer experience Outcome Service p

4、roduct Customer VALUE Operations Management & Decision Making Slide 19 . The organisation Service operation Back Office Inputs Process Customer experience Front office Outcome Service product Customer VALUE Operations Management & Decision Making Slide 20 # * # % . & ' ( " % !%

5、% Value added mainly in the back room (out of client contact Value added mainly in the front office (during client interaction Operating activities are highly procedurised (standardised activities Operating activities have few routine procedures (variable activities (e.g. Insurance claim processing Factory (e.g. McDonalds Mass Service Programmatic control systems (e.g. vehicle accident repair Emphasis on technical skills Job Shop Professional Service (e.g. consultancy Emphasis on interactive skill