SCHEDULE Bus Mgt 4234, Service Operations, Fall 2017 Course Schedule Date Topic Pre-Class Assignment (Graded Assignments in bold) Source / Text Page 1 Wed 8/23 Course Introduction Course Introduction Syllabus Course requirements Student Introductions Carmen Section I. Strategy 2 Fri 8/25 Why do services sometimes require different operations management approaches? The Service Economy Nature of the service sector The experience economy Distinctive Characteristics of Service Operations The Service package The Service Process Matrix Challenges for Service Managers Open Systems View of Service Operations Mgt Service Benchmark – Walmart Case Village Volvo 13 15 18 22 25 26 27 27 33 3 Wed 8/30 How to “win” in a crowded competitive space? Service Strategy The Strategic Service Vision Understanding the competitive environment of services Competitive Service Strategies The Competitive Role of Information in Services Stages in Service Firm Competitiveness Service Benchmark – Outside the Box Case: The Alamo Drafthouse 36 38 39 47 55 58 62
4 Fri 9/1 Why is strategic alignment important in service supply relationships? What growth strategies are available to service firms? Relationship Strategies Service Supply Relationships Sources of Service Sector Growth Growth and Innovation Innovation in Services New Service Development Domestic Growth and Expansion Strategies Franchising Case: Disney Global Expansion 68 218 77 78 90 92 In class 5 Wed 9/6 How do innovation strategies remain customer focused? Supplemental article: The Customer Centered Innovation Map 121 II. Quality 6 Fri 9/8 How to define and manage quality in an intangible world? What options and tradeoffs are involved in managing customer relationships? Defining Service Quality Dimensions in Service Quality Gaps in Service Quality Quality Service by Design Service Recovery Service Benchmark – Bronson Methodist Hospital The Service Encounter The Service Encounter Triad Case: Clean Sweep Case: The Complaint Letter 136 137 144 157 159 173 192 196 7 Wed 9/13 How important is customer perception? Supplemental article: Manage Your Human Sigma 198 8 Fri 9/15 Midterm Exam – I. Strategy & II. Quality Includes headlines, text, class content, cases, and supplemental articles. III. Process
9 Wed 9/20 How to design services to effectively deliver intended customer experiences? Service Process Design Strategic Positioning Through Process Structure Service Blueprinting Taxonomy for Service Process Design Generic Approaches to Service System Design Service Benchmark – Ten Things Google Has Found to be True Case: Computer Cleaning – A New Venture Proposal Case: Amazon.com 227 228 229 231 238 242 246 10 Fri 9/22 No Class – independent study time for students to work on their research paper Supplemental article – Breaking the between Efficiency and Service Research exercise: Strategies for Managing Customer induced Variability (due 10/25) 392 11 Wed 9/27 How to organize the efficient delivery of intended customer experiences? Supporting Facility and Process Flows Servicescapes Facility Layouts – Work Allocation and Relative Location Case: Health Maintenance Organization (A) Case: Health Maintenance Organization (B) 250 261 275 277 12 Fri 9/29 How to improve processes when skilled/independent people are involved? Process Improvement Foundations of Continuous Improvement Plan-Do-Check-Act cycle Lean Service Supplemental case: A Pediatric Emergency Department at Lynchburg General Hospital 280 280 294 301 13 Wed 10/4 Where to locate for the efficient delivery of intended experiences? Service Facility Location Strategic Location Considerations Facility Location Modeling Considerations Facility Location Techniques – approach Service Benchmark – Here a Bun… 320 326 330 338 263
21 Fri 11/3 How can waiting be positive? Supplemental Case: Disney’s Magic Bands: Enhancing Customer Experience 437 IV. Culture 22 Wed 11/8 What cultural conditions nurture operations that deliver superior customer experiences? How is employee satisfaction related to customer satisfaction and company profitability? The Service Organization The Customer Creating a Customer-Service Organization Service Profit Chain 174 180 182 184 Fri 11/10 No class - Veterans Day 23 Wed 11/15 How to find the right people? The Service Employee Contact Personnel Case: Amy’s Ice Cream Case: Enterprise Rent a Car 177 449 452 24 Fri 11/17 How to develop a sustainable service culture? Customer Service Culture Supplemental case: Employee Training and Development at Ritz Carlton 456 Wed 11/22 No class – Thanksgiving break Fri 11/24 No class – Columbus Day 25 Wed 11/29 How to apply service operations management concepts and tools in order to compete and win? Benihana Simulation 26 Fri 12/1 What can we learn by doing? Benihana Simulation -debrief 27 Wed 12/6 Course Summary Review key concepts Exam prep