Process configurations - services, Operation Management

Process Configurations - Services

Schmenner's service - process matrix was introduced, categorising service operations by the degree of labour intensity and the degree of customisation/ customer interaction. Building on Schmenner's ideas, Silvestro et al (1999) have devised a service- process model (see figure) which parallels the Hayes and Wheelwright product-process matrix. Three of Schmenner's categories (professional services, service shops and mass services) are mapped against volume and customisation/contact time/discretion. Customisation refers to the degree to which the service may be tailored to a particular customer's requirements; discretion concerns the extent to which the service provider may decide how to perform the operation. As with the product-process matrix, these basic service types naturally lie on a diagonal. The implications are that a service which positions itself above the diagonal is likely to be uncompetitive, because a greater degree of customisation and contact time is being provided than is appropriate, whilst a service positioned below the diagonal will, likewise, be uncompetitive because the service offerings are over-standardised and inflexible.

At the professional services end of the spectrum the operations are, typically, lengthy and conducted by highly-skilled, highly-paid personnel; the customer participates in the service process, often determining the specification of the service (customisation) during its course. Often, long-term relationships are established between individual staff members and customers, giving the opportunity to 'lock' the customer to the service provider. Because such professionals are consulted for what they know, rather than what they do, there is generally little scope for replacing labour by equipment. At the other end of the spectrum, mass services are characterised by highly-standardised short-duration services delivered by staff who, typically, will have limited skills and are lowly paid. Although the customer may be presented with a range of choices, these are always pre-determined and standardised; there is little scope for customisation. Because of the standardisation and high volume, specialised equipment is often used to replace labour.

The combination of low variety, standardisation and the customer's participation in the process, presents a particular challenge to the service process designer; to ensure that the customer does not feel that he/she is being 'processed', it is important that the service encounter and its surroundings are designed to be as 'warm' as possible.

Posted Date: 3/16/2013 2:20:00 AM | Location : United States







Related Discussions:- Process configurations - services, Assignment Help, Ask Question on Process configurations - services, Get Answer, Expert's Help, Process configurations - services Discussions

Write discussion on Process configurations - services
Your posts are moderated
Related Questions
What do you understand by “line balancing”?

Process Based Layout In this layout machines and services are grouped on a functional basis operation of the same type are performed in the same area. For example all welding

Analyze the four elements of the integrated model of motivation to determine which element is the most essential to get right when motivating employees. Explain your rationale. •As

Activities relating to analysis and Control of Activities The next problem after the designing of the production system is the analysis and control of the production system. It

1. Please explain, in detail, the strategic issues both external and internal that Whole Foods' faces. 2. Please explain, in detail, the strengths, weaknesses, opportunities and th

I have a take home exam that I need to be solved 100 % correct , please . I need it within 23 hours EXACTLY from now please . Thank you so much and I am really looking forward to s

"New Technologies" Please respond to the following: •Analyze the recent applications of electronic data interchange in the health care field and determine which is the most promisi

Number Defective - Np Chart This type of chart can be used when it is possible to establish a constant sample size n. It has the advantage that it is readily understood by use

As area sales manager for a company manufacturing and marketing outboard engines, you have been assigned the responsibility of conducting a research study to estimate the sales pot

Time Lag Effects - Operations Function Feedback control in complex systems can bring its own problems, due to time lag between measuring the output deviation and realising the