JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

PGDM (G-SM-M); TRIMESTER V; BATCH 2019-21; ACADEMIC YEAR 2020-21

Course Code and title OM402: Managing Service Operations

Credits 3
Term and Year V Term, 2020-21
Course Pre-requisite(s) Operations Management
Course Requirement(s) Basic Mathematics and Operations Research
Course Schedule (day and time of class)
Classroom # (Location)
Course Instructor
Course Instructor Email
Course Instructor Phone (Office)
Student Consultation Hours
Office Location

1. Course Overview
In the current state of business environment, service management and service operations have become
crucial for development and growth of any country as well as businesses. Currently, manufacturing
organizations are also moving towards a mixed culture and incorporating services in their products. No
business or government can survive and attain excellence without understanding importance of service and
improving it from the roots. Many organizations, both government and private, are working towards
improving their service performance by analyzing and understanding challenges of service providers.
Government sector has launched many such schemes which purely focus on service management thereby
generating large number of opportunities for management professionals to excel in this domain. The present
course is designed in such a way that students will be able to understand what service operations
management means for a firm based on services. It would also equip students with knowledge of concepts
related to managing services.
This course on Service Operations Management begins with the introduction of general concepts of
service, its relevance in operations management, different challenges faced by service operations manager
and how should he plan his services in focused and unfocused manner to deal with various challenges of
service operations. The subsequent session covers various elements of service strategy, developing service
strategies for gaining competitive advantages and service concept. The course further covers management
of processes and people in service operations concepts related to service processes, planning, mapping and

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auditing during the service processes, the role of service leadership, how and why one should motivate the
service provider. Need for repositioning the service processes is also covered. Subsequent sessions are
about management of customers and supplier relationships, the main focus of these sessions is to make
students understand the need for customer segmentation, quality of service, factors influencing service
quality and demand management. Performance management and operational improvements required for
service operations are also discussed. The main purpose of these sessions is to acquaint students with
measurement and management of performance in service operations, measurement and management of
capacity and demand, the concepts of queuing and resources management as well as approaches for
improvement of services. This also helps to understand service recovery and service guarantee.

2. Programme Learning Outcomes (PLOs) and Course Learning Outcomes (CLOs)

Programme Learning Outcomes (PLOs)

The graduates of PGDM at the end of the programme will be able to:

PLO1: Communicate effectively

PLO2: Demonstrate ability to work in teams to achieve desired goals
PLO3: Reflect on business situations and apply relevant conceptual frameworks
PLO4: Evaluate different ethical perspectives
PLO5: Comprehend sustainability issues
PLO 6: Exhibit innovative and creative thinking

Course Learning Outcomes (CLOs)

At the end of the course, the students should be able to:

CLO 1: Analyze service processes and service quality for making continuous improvement
CLO 2: Apply conceptual frameworks, tools and techniques for achieving desired service performance
CLO 3: Exhibit innovative and creative thinking in formulating strategies for gaining competitive
advantage
(Note: CLO3 to be considered for AOL)

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3. Mappings

Mapping of CLOs with PLOs

PLO 1 PLO 2 PLO 3 PLO 4 PLO 5 PLO 6

CLO 1

CLO 2

CLO 3 M

4. Text Book and References:

Robert Johnston and Graham Clark. Service Operations Management, Improving Service Delivery.
Pearson Education India, New Delhi, Latest edition.
References
 Bernard Taylor and Roberta Russell. Operations Management along the supply chain. Wiley India,
7th edition
 Robert Johnston and Graham Clark. Service Operations Management, Improving Service Delivery.
Pearson Education India, New Delhi, 4th edition
 James Fitzsimmons & Mona Fitzsimmons. Service Management: Operations, Strategy, Information
Technology. McGraw-Hill Education, New Delhi, 7th edition
Journals
 California Management Review
 Sloan Management Review
 Academy of Management Journal
 Business Horizon
 Harvard Business Review
 McKinney Quarterly
Magazines & Newspapers
 Magazines: Business, Today, Business World, Outlook Business, Business India
 Newspapers: Economic Times, Business Standard, Business line
On line resources
 http://nptel.iitk.ac.in

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5. Session Plan

S. No. Topics Methods / Text Book SLO CLO

Case & Readings
1  Understandin Students will be CLO 1
g services and service able to understand
economy basics of service
 Concept of operations
Service Experience Lecture and management;
and Outcome as Class distinction
Service Product discussions between
 Distinction Case: Ch 1 manufacturing and
between Singapore services;
Manufacturing and General challenges facing
Service Operations Hospital service operations
 Commonly managers
experienced
Challenges in Service
Operations

2  Focused & Students will be CLO 2

Unfocused Service Lecture and Ch 2 able to understand
Operations Class the importance
 Understandin discussions and development
g of Service Concept; Case:
Its elements Mumbai
Developing service Dabbawala,
concept Akshay Patra

3  Service Lecture and Students will be CLO 3

Strategy and new Class Ch 13 able to realize the
service development discussions Page 444- importance of
 Key aspects 459 strategy
of service strategy Case: Swiggy, formulation
Ola
4  Service Lecture and Ch 6 Students will be CLO 2
Processes, Types of Class Page 192- able to understand
Service Processes: discussions 205 service processes
Volume and Variety in terms of volume
Matrix and variety and
 Servicescape physical
 Services in environment
automobile sector
5  Process Lecture and Ch 6 Students will be CLO 2
mapping Class Page 218- able to
 Service discussions 220 comprehend
Blueprinting service system
 Service Ch 6 design and service
system design and Page 206- delivery process;
 Delivery 212 understand the
process relevance of
 Service service inventory
Inventory in service supply

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  Service chain
supply chain
6  Walk-through Lecture and Ch 6 Students will be CLO 2
Audits Class Page 221- able to
 Service discussions 223 comprehend use
Transaction Analysis Case: of walk through
Grofers.com, audits & Service
Meru Transaction
Analysis
7  Managing & Presentation, Ch 7 Students will be CLO 3
Motivating Service Class Page 241- able to motivate a
Providers discussions 267 small team
 Effective and Students will also
Leadership and Team Interactive be able to
Building in Mgmt. of Game understand
Service Operations effective
Case: leadership and
Responsible team building in
luxury at ITC, the management
First Direct of service
and Aravind operations
eye care
8  Customer Lecture and Ch 3 Students will be CLO 1
Segmentation in Class Page 92-111 able to understand
Service Operations discussions customer
 Customer Types segmentation and
 Managing Customer management of
Relationships customer
relationships
9  Customer Satisfaction Lecture and Ch4 Students will be CLO 2
and Delight Continuum Class 124-146 able to define
 Hygiene and enhancing discussions Ch 12 service quality
factors Case: Page 408- factors, analyze
 Service quality Sunderam 411 service gap model
 Assessing Customer Clayton, and customer
Satisfaction Deming Prize segmentation
 Service Quality Gap at Sona Koyo analyze service
gap model and
Model
customer
 TQM in Service,
segmentation

10  Service encounter Lecture and Students will be CLO 3

 Service Recovery & Class able to analyze
Service Guarantee, discussions important
Service Process Case: Zane’s Ch 12 concepts related to
Repositioning cycles, Mass Page 415- service encounter,
transit 433 service recovery
railway and service
corporation, guarantee
Hong Kong,
Kwik-Fit
11 Guest Session

12  Measurement & Lecture and Ch 10 Students will be CLO 2

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 Class able to appreciate
Management of
discussions Page 356- the relevance of
Performance in Service
Case: 362 performance
Operations
Lombard measurement in
Direct service operations
13 Students will be CLO 3
 Capacity Management,
able to understand
Long Term, Medium
the concept of
Term and Short Term Ch 8
Lecture and Capacity
capacity strategies, Page 276-
Class Management-
Concept of Level 290
discussions Level Capacity /
Capacity / Chase
Chase capacity /
capacity / Hybrid
Demand
Management
14 Approaches for Capacity Students will be able CLO3
Management under Level to understand
Ch 8
and Chase Demand different approaches
Page 276-290
Strategies Lecture and under - Level
Additional
Managing coping zone Class Capacity / Chase
handouts to be
Demand Management in discussions capacity; Demand
given
Service Capacity Management
Management

15  Guest Session
 Bottleneck and Queue Students will be CLO 2
Management in Service able to analyze
Operations Lecture and Ch 8 bottleneck and
 Waiting Line Models Class Page 291- Queue
discussions 295 management in
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Case: Wait service operations;
line at post able to apply
office waiting line
models in service
operations
17 Lecture and Students will be CLO 2
 Waiting Line Models Class Handouts & able to apply DEA
(continued) discussions Research concepts,
 Quantitative models / articles to be reliability analysis
techniques in managing Case: Mid given concepts in
service operations Atlantic Bus managing of
Lines service operations
18  Competing on Outcome Lecture and Ch 14 Students will be CLO 3
and Experience in Class Page 447- able to
Service Delivery discussions 448 apprehend the
 Service Culture Ch 14 Outcome and
 Strategies for cultural Case: Page 466- Experience in
change Managing 484 Service Delivery;
Hospital importance and
Supplies: type of service
Process culture; strategies
Reengineerin for cultural change
g at Gujarat and managing
Cancer change
Research
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 Institute
19  Service Performance Students will be CLO3
Network able to understand
 Developing network linkage between
Lecture and Ch 11
 World class services: service operations
Class Page 382-
 Contemporary issues decisions and
discussions 398
and trends business
performance;
apprehend World
class services:
20  Technology & Students will be CLO3
Lecture and
Automation in services Research able to understand
Class
articles to be Technology &
discussions
given automation in
services

6. Assessment Components

Components with Schedule Weightage CLOs

number of
assessments
Quiz There will be 2 quizzes. Quizzes will 10 Marks
be conducted on Moodle. Better score
of the two quizzes will be considered.
Individual The purpose of this task is to assess 10 Marks CLO1
Assignment student’s understanding of the service
operations management concepts,
tools & techniques.
Individual assessment will be based
on case study analysis and/or
application of tools/techniques to
business situations
Individual Viva The purpose of Individual Viva is to 20 Marks CLO3
assess student’s learning in an online
or hybrid environment teaching
environment. Each student will be
assessed about his/her understanding
of concepts, tools & techniques of
service operations management.
Further, student will be assessed for
his/ her ability to think critically and
innovatively in formulating effective
service operations strategies in varied
business situations.

Group Project It will be based on group basis (group 20 Marks CLO2

of 4 to 6 students). Project
will involve application of course
content to the live
problems of the industry or real life
service business situations.

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End Term Exam It will be based on the entire course. 40 Marks CLO3
This will consist of case study,
application-based situation questions
along with conceptual overview

7. Rubrics for Assessment Components

Rubrics for CLOs

Criteria/ Traits Below Meets Expectations Exceeds

Expectations Expectations
CLO 1: Analyze service Student is unable to Student is able to analyze Student is able to
analyze service service processes and analyze service
processes and service quality
processes and service quality gaps to processes and service
for making continuous service quality gaps identify opportunities for quality gaps to identify
to identify continuous improvement opportunities for
improvement
opportunities and and plan interventions continuous
plan interventions with minimal assistance improvement and plan
for continuous interventions without
improvement any assistance

CLO 2: Apply conceptual Student is unable to Students is able to gather Students is able to
gather information information from reliable gather information
frameworks, tools and
from reliable sources, select and use from reliable sources,
techniques for achieving sources, select and relevant concepts and select and use relevant
use relevant frameworks with minimal concepts and
desired service performance
concepts and assistance frameworks
frameworks independently &
without any assistance

CLO 3: Exhibit innovative

and creative thinking in
formulating strategies for
gaining competitive
advantage

Define the problems of Exhibits limited or Exhibits a clear and Exhibits a deep and
stakeholders surface level deepening understanding broad understanding of
understanding of of the stakeholders needs multiple dimensions of

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 the problem to be and has a sense of how a a problem that needs to
solved. solution might meet that be solved (including
need social, behavioural,
economic,
environmental factors);
potential solution is
deeply connected and
responsive to multiple
dimensions of the
identified need.
Research stakeholders’ Has conducted Has conducted some Has conducted excellent
perspectives for using them in minimal or research to develop a research to understand
the solution minimally effective stakeholder model or perspectives of multiple
research; pattern and has made stakeholders,
stakeholders’ some minor adjustments effectively
perspectives may be to the solution based on incorporating them into
based on some what was learned from the solution and making
unvalidated this research. significant adjustments
assumptions or along the way
limited engagement
with them to be
served by the
innovation.
Develops distinctive and The proposed Solution is an Solution is
viable and sustainable solution is not new improvement upon fundamentally
solution or different from a existing approaches and distinctive from
solution already demonstrates potential to existing approaches. It
available; the have real impact on the could be viably
proposed solution problem. There may be implemented and
does not respond still be some details to sustained in the real
directly to or is out work out in terms of world; idea generates
of sync the developing a prototype or enthusiasm from
stakeholders’ needs. market test for the potential stakeholders.
solution.

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Rubrics for Individual Assignment (10%)

Criteria Below Expectations Meets Exceeds Expectations

Expectations
Quality of No analysis, only Basic analysis Basic & advanced data analysis on
contents and presenting the performed on available information with proper
analysis for information with no available description of all applicable tools
making description of applicable information with
continuous tools little description of
improvements applicable tools

Rubrics for Individual Assignment (in case of Case Study Analysis)

Criteria Below Expectations Meets Expectations Exceeds Expectations

Analysis Analysis not up to the Fair analysis of the case and Good analysis of the given
of the mark, unable to able to answer few questions case and able to answer most
case comprehend the case appropriately of the questions appropriately

Rubrics for Individual Viva (20%)

Criterion Below Expectations Meets Expectations Exceeds Expectation

Define the
Exhibits limited or surface Exhibits a clear and Exhibits a deep and
problems of
level understanding of the deepening understanding broad understanding of
stakeholders
problem to be solved. of the stakeholders needs multiple dimensions of a
and has a sense of how a problem that needs to be
solution might meet that solved (including social,
need behavioural, economic,
environmental factors);
potential solution is
deeply connected and
responsive to multiple
dimensions of the
identified need.

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Research
Has conducted minimal or
stakeholders’
minimally effective
perspectives for
research; stakeholders’
using them in the
solution perspectives may be based
on some unvalidated
assumptions or limited
engagement with them to be
served by the innovation.
Develops
The proposed solution is not
distinctive and
new or different from a
viable and
solution already available;
sustainable
solution the proposed solution does
not respond directly to or is
out of sync the stakeholders’
needs.
Rubrics for Group Project (20%)
Criteria Below Expectations
Identification of Objectives inadequately
relevant objectives defined
and collection or
summarisation of
information Incomplete information
(25%) identified
Analyse the No analysis only
information as per presenting the
the identified information
objectives
(25%)
Project Report Language is poor
Structure
(25%) Formatting is poor
Observations and
recommendations are
not there
Quality of Most group members
Presentation could not convey clearly
(25%) what they have to share
No demonstrated
coordination.
Group was not able to
Has conducted some Has conducted excellent
research to develop a research to understand
stakeholder model or perspectives of multiple
pattern and has made some stakeholders, effectively
minor adjustments to the incorporating them into
solution based on what the solution and making
was learned from this significant adjustments
research. along the way
Solution is an Solution is
improvement upon fundamentally distinctive
existing approaches and from existing
demonstrates potential to approaches. It could be
have real impact on the viably implemented and
problem. There may be sustained in the real
still be some details to world; idea generates
work out in terms of enthusiasm from
developing a prototype or potential stakeholders.
market test for the
solution.
Meets Expectations Exceeds Expectations
Objectives defined but Objectives well defined
some finer points
missing
Relevant appropriate
Information identified up information identified
to average extent
Basic analysis performed Basic & advanced data
on available information analysis on available
information
Able to use Interpretation for
decision making
Language is occasionally Is adequately Impressive
poor
Occasionally format is Format is followed
not good
Results are there but no Results & recommendations
recommendations are given
Group explained the Group members were able to
components of a convey clearly with well-
presentation to a limited developed arguments
extent
Group members were able to
Members appeared defend most of the components
disjointed and clear and justification offered were
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 clearly defend the
presentation
Rubrics for End Term Exam (40%)
Criterion Below Expectations
Define the
Exhibits limited or surface
problems of
level understanding of the
stakeholders
problem to be solved.
Research
Has conducted minimal or
stakeholders’
minimally effective
perspectives for
research; stakeholders’
using them in the
solution perspectives may be
based on some
unvalidated assumptions
or limited engagement
with them to be served by
the innovation.
Develops
The proposed solution is
distinctive and
not new or different from a
viable and
solution already available;
sustainable
solution the proposed solution
does not respond directly
to or is out of sync the
stakeholders’ needs.
8.
Assessments Tools CLO 1
Individual Assignment Embedded
reasoning missing good
Meets Expectations Exceeds Expectation
Exhibits a clear and Exhibits a deep and
deepening broad understanding
understanding of the of multiple dimensions
stakeholders needs and of a problem that
has a sense of how a needs to be solved
solution might meet that (including social,
need behavioural,
economic,
environmental factors);
potential solution is
deeply connected and
responsive to multiple
dimensions of the
identified need.
Has conducted some Has conducted
research to develop a excellent research to
stakeholder model or understand
pattern and has made perspectives of
some minor adjustments multiple stakeholders,
to the solution based on effectively
what was learned from incorporating them into
this research. the solution and
making significant
adjustments along the
way
Solution is an Solution is
improvement upon fundamentally
existing approaches and distinctive from
demonstrates potential existing approaches. It
to have real impact on could be viably
the problem. There may implemented and
be still be some details sustained in the real
to work out in terms of world; idea generates
developing a prototype enthusiasm from
or market test for the potential stakeholders.
solution.
CLO 2 CLO 3
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Individual Viva Embedded

Group Project Embedded

End Term Exam

Embedded

9. Time Budgeting in Course Planning

Time
Activity Description
Budgeted
Classes 2-3 hours per week for 12 weeks 30 hours
Reading Prescribed readings and making notes 20 hours
Preparation of set questions, exercises and
Including shared and group exercises 25 hours
problems
Preparation of assignment/Viva Reading and writing 20 hours
Study and revision for test and end of
Self-preparations 25 hours
Trimester examination
TOTAL 120 hours

Instructions:
Students will be expected to maintain a daily log of their learning and make an action plan. The continuous
evaluation tools would be implemented as per schedule and collected for evaluation.
Students are encouraged to visit videos available on Impartus, you tube on TED talks, and readings
available at websites like course era, etc.

10. Academic Conduct

Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and understand the
specific details included in this document. It is emphasized that this course requires a significant
commitment outside of formal class contact.  The learning tasks in this course may include classes (lectures
or seminars), required reading, preparation of answers to set questions, exercises and problems, and self-
study. In addition, students may be required to complete an assignment, test or examination.

LMS-Moodle/ Impartus

LMS-Moodle/ Impartus is used to host course resources for all courses. Students can download lectures,
additional reading materials, and tutorial notes to support class participation.

Late Submission

Assessment tasks submitted after the due date, without prior approval/arrangement, will be not be accepted.
Requests for extension of time must be made with the faculty member concerned and based on Special
Consideration guidelines. 
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Plagiarism:

Plagiarism is looked at as the presentation of the expressed thought or work of another person as though it is
one's own without properly acknowledging that person.
 Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is advisable that
students should read the Student Handbook for detailed guidelines. It is also advisable that students must not
allow other students to copy their work and must take care to safeguard against this happening. In cases of
copying, normally all students involved will be penalized equally; an exception will be if the students can
demonstrate that the work is their own and they took reasonable care to safeguard against copying.

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