10 Questions
What is the primary concern in matching capacity with demand in service operations?
To avoid either underutilised resources or lost revenue
What is the significance of accurate demand forecasting in service operations?
It helps to plan service capacity
How does perishability affect the value of a service?
It causes the service to lose value after a relatively short time
What is the purpose of using FAQs on a website in service operations?
To reduce the need for contact
What is the primary goal of service standardization?
To ensure consistency in service delivery
How does service quality control impact customer expectations?
It influences customer perceptions of service quality
What is the role of operations strategy in service delivery?
To plan and manage service capacity
How do service characteristics, such as perishability, affect service delivery?
They create unique challenges for service delivery
What is the primary goal of managing customer expectations in service operations?
To ensure that customer expectations are met or exceeded
How does service quality control impact service standardization?
It ensures that standardized services meet quality standards
Study Notes
Service from the Customer's Perspective
- Definition of Guest Experience: a customer's direct and personal interpretation of their participation and interaction in the service process and its output.
Service Outcomes
- Products: outputs like food and drink provided by a restaurant, or the ability to construct a spreadsheet after a training course.
- Benefits: the advantages provided by the service product, such as a longer and better life after a heart transplant, or better prospects and salaries after a diploma.
- Emotions: feelings resulting from experiencing service results, such as joy, surprise, love, fear, anger, shame, and sadness.
- Judgements: customers' assessment of the service received, weighing benefits against costs, which affects their perceived value of the service.
- Intentions: customers' judgements resulting in intentions, such as repurchase, recommendation, or complaint.
Tasks of Service Operations Managers
- No specific details provided.
Operations and Customer Perspectives
- Operations Perspective: involves inputs, processes, and outputs.
- Inputs: resources such as GP, nurses, surgeon, bed, and operating theatre.
- Processes: activities such as diagnosis, operation, and aftercare.
- Outputs: results such as hip replacements.
- Customer Perspective: involves experience, products, and benefits.
- Experience: aspects such as ease, empathy, and pain-free.
- Products: outputs such as a working hip.
- Benefits: advantages such as greater mobility.
Service Characteristics
- Perishability: services cease to have value after a relatively short time and cannot be easily stored.
- Importance of Accurate Demand Forecasting: helps to plan service capacity and match capacity with demand.
Define guest experience from the customer's perspective, including direct and personal interpretations of services in the hospitality industry.
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