Service operations management – Essay Example

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The chain will have five waiting lines for customers. Three service providers will be allocated for each service outlet. The multiple-line configuration is ideal in ABC’s case because of the high number of customers. However, during the off-peak seasons when the demand is low, ABC will adopt the single-line approach. In both approaches, the number of servers will be adequate. An assumption in ABC’s case is that a serving channel will only manage to serve one customer at a time. ABC’s case will involve multi-server systems. Multi-server systems have parallel service providers offering the same service.

The arrangement of servers is a multiphase system where the service of food is expected to be completed in a series of steps including the placement of orders, paying for orders, and picking the orders. ABC will have three service providers in each channel (first person to pick the order, the second person to collect payments, and the third person to provide the customer with his/her order). b. Service Delivery Process According to Johnston and Clark (2005), service delivery process is one of the ways in which organisations create customer’s experience.

In a restaurant’s case, this process incorporates the human element and the food production process. In general, it involves all the steps and activities over a period (Bitner, Ostrom and Morgan 2007). A good number of ABC sales will be fast-food through windows. Whatever the service system, customers expect their experience o be positive (Ninemeier and Hayes 2006). Additionally, for restaurants to create value of service for their customers, they have to create high-quality customer experience through their services (Rong and Jun 2012; Sandstrom, Edvardsson, Kristensson and Magnusson 2008).

A queuing system is ideal for ABC, and it will be defined by two elements. These elements are the population source of ABC customers who are mainly university, college, and high school students, and the service system. There are several important quality characteristics that are inherent in this service system. The process of flowchart enables the restaurant to view service delivery process between the customers and the service providers (Hirunopaswong 2011). Figure 1 shows the flow chart for ABC Fast-Food Restaurant. Customer comes to order what he/she want Rings the bell Server responds, “May I help you please? ” Customer gives money Employee repeats Customer passes which is passed to the order and gives total through and waits cashier Employees process Customer and food Employee Order reach window repeats total Customer gives Employee gives food Customer pulls Money and change away Figure 1: ABC Service Delivery Process The quality of ABC service delivery process has been enhanced by the speaker system, bell, menu sign, cash register, and quality cooking equipment.

References

Andronikidis, A., Georgiou, A., Gotzamani, K., Kamvysi, K. 2009. The Application of Quality Function Deployment in Service Quality Management. The TQM Journal, 21(4), pp. 319-333.

Bitner, M., Ostrom, A. and Morgan, F. 2007. Service Blueprint: A Practical Technique for Service Innovation. Center for Service Leadership, Arizona State University.

Euromonitor International. 2011. Give ‘Em What They Want: Consumer Segmentation in Packaged Food. Passport. 54 pp.

Hirunopaswong, P. 2011. Improving Service Delivery Process in the Restaurant from the Customer Expectation. Dissertation, Silpakorn University.

Hwang, J., Gao, L. and Jang, W. 2010. Joint Demand and Capacity Management in a Restaurant System. European Journal of Operational Research, 207, pp. 465-472.

Johnston, R. and Clark, G. 2005. Service Operations Management: Improving Service Delivery. New Jersey: Prentice Hall.

Jones, P. and Robinson, P. 2013. Operations Management. Oxford: Oxford University Press

Kachru, U. 2009. Production & Operations Management. Delhi: Excel Books.

Ninemeier, J. and Hayes, D. 2006. Restaurant Operations Management: Principles and Practices. New Jersey: Prentice Hall.

Rong, D. and Jun, S. 2012. The Effect of Service Interaction Orientation on Customer Satisfaction and Behavioural Intention: The Moderating Effect of Dining Frequency. Asia Pacific Journal of Marketing Logistics, 24(1), pp. 153-170.

Sandstrom, S., Edvardsson, B., Kristensson, P. and Magnusson, P. 2008. Value in Use Through Service Experience. Managing Service Quality, 18(2), pp. 112-126.

Sharma, K. 2013. A Case Study on McDonald’s Supply Chain in India. Asia Pacific Journal of Marketing & Management Review, 2(1), pp. 112-121.

Yen, H. and Soe, T. 2010. Modelling Service Experience Design Processes with Custome Expectation Management: A System Dynamics Perspective. Kybernetes, 39(7), pp. 1128-1144.

Zülch, G., Jagdev, H. and Stock, P. 2004. Integrating Human Aspects in Production Management. New York: Springer Science & Business Media.

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