Professional Documents
Culture Documents
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SYLLABUS
• Service Operations
• Work Design/Work Measurement
• Quality Management and Statistical Quality Control
• Scheduling
• Theory of Constraints
• JIT/ Lean Manufacturing
• Purchasing and Supply Chain Management
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EVALUATION
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INTRODUCTION TO SERVICE
OPERATIONS MANAGEMENT
• Introduction to Services
• Definition of Service and Service Operations
• Distinctive Characteristics of Service Operations
• Service Package
• Service Process Matrix
• Strategic Issues in Service Operations
• Location Planning for Service Facilities
• Service Layout
• Electronic Interface of Services: Intermediaries 5
WHAT IS A SERVICE?
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WHAT IS SERVICE?
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UNIQUE CHARACTERISTICS OF
SERVICES
• Customer Participation
• High degree of producer-consumer interaction while producing the service
• Fast food restaurants, self-service gas stations, ATMs, etc. are common examples
• Simultaneity
• Services cannot be inventoried and have to be consumed as soon as they are produced
• Perishability
• A service cannot be stored and it is lost forever if not used
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CHARACTERISTICS OF SERVICES
• Inseparability
• Services cannot be transported and hence either the customers will have to be
brought to the point of service delivery or the service delivery system will
have to be brought closer to the customer
• Intangibility
• Difficult to judge the quality before the service delivery
• Difficult to patent the service offerings
• Heterogeneity
• Increased customer participation leads to variation in the delivery of service
• Non Transferable Ownership 9
CHARACTERISTICS OF SERVICES
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DIFFERENCES BETWEEN GOODS AND
SERVICES
Characteristics Goods Services
Degree of Customer Contact Low High
Uniformity of Input High Low
Labour Intensity Mostly Low High
Uniformity of Output High Low
Output Tangible Intangible
Measurement of Productivity Easy Difficult
Handling Quality Issues before delivery High Low
Inventory Yes No
Evaluations Easier Difficult
Whether Patentable? Usually Unusually
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SERVICE OPERATIONS
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WHAT IS SERVICE OPERATIONS?
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SERVICE PACKAGE
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FEATURES OF SERVICE PACKAGE
Implicit Service
Services Facility
Service Package
Explicit Facilitating
Services Goods
Information
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SUPPORTING FACILITY
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FACILITATING GOODS
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INFORMATION
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EXPLICIT SERVICES
• The benefits that are readily observable by our senses and consist
of the essential or intrinsic features of the service
• Important Characteristic include
• Consistency
• Comprehensiveness
• Availability
• Skill or Training of Service Personnel
•
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IMPLICIT SERVICES
• Psychological benefits that the customer may sense only vaguely, or the
extrinsic features of the service
• Important Characteristics include
• Convenience
• Waiting
• Sense of well-being
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SERVICE PACKAGE: EXAMPLE OF
A BUDGET HOTEL
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SERVICE PACKAGE
Hotel
Safe
Room
Budget Hotel
Comfortable
Meals,
bed, Clean
Newspaper
rooms, etc.
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SERVICE GOODS CONTINUUM
• The existence of pure service or pure goods at the two extremes is often a
rarity
• Most products fall between these two extremes
• The importance of the ‘facilitating goods’ in the service can be used to
classify the services across a continuum from pure service to pure good
• Sometimes a service can be the core product with goods supporting it like a
consultant’s report or distribution
• In some other cases a good can be the core product with services supporting it
like a car
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SERVICE GOODS CONTINUUM
Soap Car with Repairing Restaurant Airlines Trip with Diagnostic Check ups
Services refreshments
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SERVICE GOODS CONTINUUM
Infrastructure
Consumer Goods
Banking
Automobile
Financial Services
Telecommunication
Energy - Oil & Gas
Pharmaceuticals
Energy & Mining
Cement
Information Technology
Metals
Construction
Food Processing
Energy - Power
Chemicals
Media & Entertainment
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CLASSIFICATION OF SERVICES
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CLASSIFICATION OF SERVICES
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SERVICE PROCESS
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SERVICE PROCESS: VOLUME VS.
VARIETY
High
Capability Complexity
(Consultancy) (Specialized
Education)
Simplicity Commodity
(Retail, call centres)
Low
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Low Volume per unit High
SERVICE PROCESS MATRIX
Low High
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MANAGERIAL CHALLENGES W.R.T.
DEGREE OF LABOUR INTENSITY
LOW HIGH
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MANAGERIAL CHALLENGES W.R.T.
DEGREE OF CUSTOMER INTERACTION
LOW HIGH
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CAPACITY PLANNING IN SERVICES
Manpower
Capacity in services
Support Systems
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ISSUES IN CAPACITY PLANNING FOR
SERVICE
Source: Match Supply and Demand in Service Industries by W. Earl Sasser (Harvard Business Review) (Link to the article: https://hbr.org/1976/11/match-supply-and-
demand-in-service-industries) 36
CHASE DEMAND VS. LEVEL CAPACITY
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LOCATION AND COMPETITIVE
ADVANTAGE
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LOCATION PLANNING IN SERVICES
Source: Operations and Supply Management by Chase et al., McGraw Hill, (12 SiE)
LOCATION PLANNING
Euclidean Distance
1/ 2
dij = ( xi − x j ) 2 + ( yi − y j ) 2
Destination
(xj, yj)
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LOCATION PLANNING: OPTIMIZATION
CRITERIA
• Minimize Cost
• Maximize Utilization
• Minimize Distance per Capita
• Minimize Distance per Visit
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FACILITY LOCATION PROBLEMS
0 s L
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FACILITY LOCATION PROBLEMS
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FACILITY LOCATION PROBLEMS
Density of w1 w2 …… wk
consumers
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FACILITY LOCATION PROBLEMS
(CROSS-MEDIAN APPROACH)
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FACILITY LOCATION PROBLEMS
(CROSS-MEDIAN APPROACH)
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FACILITY LOCATION PROBLEMS
(CROSS-MEDIAN APPROACH)
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LOCATION SET COVERING
PROBLEMS FOR PUBLIC UTILITIES
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LOCATION SET COVERING PROBLEMS
• State government wants to open health clinics in a block having 10 villages. The villages are being depicted in the
following network where the orange line indicates whether there exists any road connectivity between the villages.
The numbers indicate the distance between the villages.
•
2 21
20
1 14 13 10 3
12 13 4 13
23 16
8
14
8 7 6
15
5
9
8
9 25
9
10 52
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LOCATION SET COVERING PROBLEMS
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LOCATION SET COVERING PROBLEMS
• Connectivity Matrix
1 2 3 4 5 6 7 8 9 10
1 1 0 0 0 0 0 1 1 0 0
2 0 1 0 1 0 0 1 0 0 0
3 0 0 1 1 1 0 0 0 0 0
4 0 1 1 1 0 1 0 0 0 0
5 0 0 1 0 1 1 0 0 0 0
6 0 0 0 1 1 1 0 0 0 1
7 1 1 0 0 0 0 1 1 1 0
8 1 0 0 0 0 0 1 1 1 0
9 0 0 0 0 0 0 1 1 1 0
10 0 0 0 0 1 1 0 0 1 1
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GREEDY ALGORITHM
• Step 1: Select the set with the maximum number of elements i.e. {1,2,7,8,9}
• If the health centre is kept in the village {7}, then it takes care of the other
villages {1}, {2}, {8} and {9}
• Step 2: Recalculate the sets as follows:
• {4},{3,4,5},{3,4,6},{3,5,6},{4,5,6,10},{5,6,10}
• Step 3: Go back to step 1 and select {4,5,6,10}
• If the health centre is kept in the village {6}, then it takes care of the other
villages {4}, {5} and {10}
• Recalculate the sets as follows: {3}
• Hence we require only 3 health centres to be stationed at the villages {7}, {6}
and {3}
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LOCATION SET COVERING PROBLEMS
0 1 0 1 0 0 1 0 0 0
0 0 1 1 1 0 0 0 0 0
S
Let [aij] denotes 0 1 1 1 0 1 0 0 0 0
e
the matrix 𝑎𝑖𝑗 = 0 0 1 0 1 1 0 0 0 0
t
representing 0 0 0 1 1 1 0 0 0 1
s
whether the ith set 1 1 0 0 0 0 1 1 1 0
covers the jth 0 0 0 0 1 1 0 0 1 1
village
Villages
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LOCATION SET COVERING PROBLEMS
• Let us take the binary variable 𝑥𝑖 denoting whether the set ‘i’ be considered for
opening
• Here 𝑖 = 1,2, … , 7
• Now, σ7𝑖=1 𝑎𝑖𝑗 𝑥𝑖 denotes the number of health centres accessible from the village ‘j’
• We need to ensure that each of these villages get the access to at least one health
centre
• The objective is to minimize the number of health centres to be opened due to
budget constraints
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LOCATION SET COVERING PROBLEMS
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LAYOUT IN SERVICES
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WAREHOUSE LAYOUT
• A systematic arrangement of office equipment, machines and furniture within an office, aiming
to ensuring comfort, improve functionality and hence efficiency and to improve employees’
morale
• Objectives include
• Efficient utilization of available floor space
• Facilitate supervision
• Ensuring better ergonomics
• Improve efficiency by placing common resources within reach
• Ensuring better communication as well as coordination between various
departments
• Ensuring safety to the employees
• Facilitating discussion between cross functional teams thereby preparing
groundwork for innovation
ELECTRONIC INTERFACE OF
SERVICES: INTERMEDIARIES
• Network Effects
• Two-Sided Markets
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INTERMEDIARIES
Platform
Dealers Infomediary Trusted 3rd Party
Operators
Most products/services are not sold directly from the suppliers to the customers as they pass through multiple intermediaries
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NETWORK EFFECT
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TWO-SIDED MARKETS
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TWO-SIDED MARKETS
• The platform incurs costs in serving both groups and can collect revenue from
each
Costs Costs
Revenue Revenue
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