1. Chapter – 8 The Supporting Facility
Service Management (5e)
Operations, Strategy, Information Technology By
Fitzsimmons and Fitzsimmons
Chapter – 8
The Supporting Facility

2. Learning Objectives
Discuss the impact of the “servicescape” on the behavior of customers and employees.
Describe the critical facility design features.
Draw a process flow diagram.
Identify the bottleneck operation in a product layout and rebalance for increased capacity.
Use operations sequence analysis to minimize flow-distance in a process layout.
Recommend facility design features to remove anxiety of disorientation.

3. Servicescapes
Physical facility should be designed with an image and feel that is congruent with the service concept; because the design of the physical surroundings positively affect employee and customer behavior.
The internal response measured cognitively, emotionally, and physiologically is moderated by one’s personal mood.
A well conceived servicescape will encourage a proper social interaction between and among customers and employees

4. Environmental dimensions of servicescape
Ambient Conditions: background characteristics such as noise level, music, lighting, temperature, and scent.
Spatial Layout and Functionality: reception area, circulation paths of employees and customers, and focal points.
Signs, Symbols, and Artifacts: selection, orientation, location, and size of objects.

5. Facility Design Considerations
Nature and Objectives of Service Organization
Land Availability and Space Requirements
Flexibility
Security
Aesthetic Factors
The Community and Environment

6. Signs used in flow chart
Operation: a rectangle encloses the operation name and cycle time
Decision: a diamond encloses the operation name and cycle time
Wait: a triangle represents customers waiting or inventory of goods
Flow: an arrow shows movement of customers, goods, or information.

7. Process Analysis Terminology
Cycle Time (CT) is the average time between completions of successive units.
Bottleneck is the factor that limits production, usually the slowest operation.
Capacity is a measure of output per unit time when fully busy.
Capacity of an operation = 1/CT
Capacity of the entire system = 1/bottleneck capacity
Capacity Utilization is a measure of how much output is actually achieved compared to the process capacity.

8. Process Analysis Terminology (cont.)
Throughput Time is the time to complete a process from time of arrival to time of exit (= sum of critical path + average time in queues).
Rush Order Flow Time is the time to go through the system without any queue time.
Direct Labor Content is the actual amount of work time consumed.
Total Direct Labor Content is the sum of all the operations times.
Direct Labor Utilization is a measure of the percentage of time that workers are actually contributing value to the service.

9. Process Flow Diagram of Mortgage Services
Property Survey
CT=90 min.
Credit Report
CT=45 min.
Title Search
CT=30 min.
Unapproved Mortgages
Approved Mortgages
Completed
Applications
Mortgage
Final Approval
CT=15 min.
Yes No

10. Product Layout Work Allocation Problem
Automobile Driver’s License Office
Review Payment Violations Eye Test Photograph Issue
In Out 1
240 15 2
120 30 3 60 4 90 40 5
180 20 6
Activity
Number(s)
Capacity
per hour
Cycle Time
in seconds

11. Automobile Driver’s License Office (Improved Layout)
1,4 65 55 3 60 6
120 30 5
180 20 2 In
Out

12. Process Layout Relative Location Problem
Ocean World Theme Park Daily Flows 10 6 7 5 20 4 3 1 15 2 8 30 40 12
A B C D E F A B C D E F A B C D E F
Net
flow
Flow matrix Triangularized matrix
Description of attractions: A=killer whale, B=sea lions, C=dolphins, D=water skiing,
E=aquarium, F=water rides.

13. Ocean World Theme Park (Proposed Layout)
(a) Initial layout (b) Move C close to A
Pair Flow distances Pair Flow distances
AC * 2 = CD * 2 = 40
AF * 2 = CF * 2 = 16
DC * 2 = DF * 2 = 12
DF * 2 = AF * 2 = 12
Total CE * 2 = 16
Total
(c ) Exchange A and C (d) Exchange B and E and move F
AE * 2 = AB * 2 =30
CF * 2 = AD * 2 = 0
AF * 2 = FB * 2 = 16
AD * 2 = FD * 2 = 12
DF * 2 = Total
Total A B C D E F

14. Environmental Orientation Considerations
Need for spatial cues to orient visitors
Formula facilities draw on previous experience
Entrance atrium allows visitors to gain a quick orientation and observe others for behavioral cues
Orientation aids and signage such as “You Are Here” maps reduce anxiety

15. Topics for Discussion
Compare the attention to aesthetics in waiting rooms that you have visited. How did the different environments affect your mood?
Give an example of a servicescape that supports the service concept and another that detracts. Explain the success or failure in terms of the servicescape dimensions.
Select a service and discuss how the design and layout of the facility meets the five factors of nature and objectives of the organization.
For Example 8.3, the Ocean World theme park, make an argument for not locating popular attractions next to each other.
The CRAAFT program is an example of a heuristic programming approach to problem solving. Why might CRAFT not find the optimal solution to a layout problem?