1. Copyright Atomic Dog Publishing, 2004 Chapter Five Operations

2. Copyright Atomic Dog Publishing, 2004 Differences Between Manufacturing and Services Intangibility Perishability Inseparability Variability

3. Copyright Atomic Dog Publishing, 2004 Operational Positions Cost Efficiency Service Quality Customization (Technical) (Functional)

4. Copyright Atomic Dog Publishing, 2004 Operational Position Map Cost Efficiency Service Quality Customization (Technical) (Functional)

5. Copyright Atomic Dog Publishing, 2004 Blueprinting Customer contact component Support component Capacity bottlenecks Divergence Complexity Symbols

6. Copyright Atomic Dog Publishing, 2004 Table 5-1

7. Copyright Atomic Dog Publishing, 2004 Table 5-2

8. Copyright Atomic Dog Publishing, 2004 Table 5-3

9. Copyright Atomic Dog Publishing, 2004 Complexity/Divergence Divergence Complexity High Low High Low Cost Efficiency Customization Technical Service Quality Functional Service Quality

10. Copyright Atomic Dog Publishing, 2004 Operational Design Support the firm’s targeted operational position Lower unit cost Provide customers with uniform and consistent service quality

11. Copyright Atomic Dog Publishing, 2004 Cost Efficiency Position Facility location Facility layout Job design Maximize Productivity

12. Copyright Atomic Dog Publishing, 2004 Customization Position Facility location Facility layout Job design Maximize Personalization

13. Copyright Atomic Dog Publishing, 2004 Technical Service Quality Position Facility location Facility layout Job design Maximize Service Outcome

14. Copyright Atomic Dog Publishing, 2004 Functional Service Quality Position Facility location Facility layout Job design Maximize Service Process

15. Copyright Atomic Dog Publishing, 2004 Managing Customer Waiting Determine acceptable waiting time Operations management techniques Perceptions management techniques

16. Copyright Atomic Dog Publishing, 2004 Operations Management Use reservations Encourage use of alternative modes of service Encourage use during slower periods Follow fair rules in serving customers Keep resources not serving customers out of sight Goal: Reduce waiting and length of queue.

17. Copyright Atomic Dog Publishing, 2004 Perceptions Management Keep customers busy Shift some of pre-service waiting to the service encounter Inform customers how long they will have to wait Explain unexpected waiting or queues Reduce anxiety Goal: Reduce perception of waiting.