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Operation and Service Management

Module 1: Introduction and Strategy
1. 2. Introduction: Service in the economy (1 Session) Importance of service sector Opportunities in service sector Characteristics of services Classification of Frameworks Strategic Positioning and service strategy (2 Sessions) A strategic Hierarchy and strategic consistency Strategic positioning: Industry and Competitor analysis approach to strategy Service Strategy: Competitive priorities, order winners and order qualifiers, Service concept and operating strategy, service delivery system Tactical Execution Strategically Planning for Service Growth: The Multi-Site Service Lifecycle, Industry Roll-Ups, Franchising Internet Marketing and Operations Advantages Differential Cost Drivers of Internet and Traditional Firms (Inventory, Personnel, Logistics) Strategies for Mixed Traditional and Internet Retailers Customer Service and the Internet Internet Service Design (Product, Processes, Technology, Task) Customer Contact Centers

3. Internet Strategies (2 Sessions)

Module 2: Creating Breakthrough Services 4. New Service development (1 Session)

5. New service development process Service innovation service system design and innovation service system design tools (Service blue printing and Customer service utility models) Managing service experiences (1 Session) Experience economy Creating Successful and Satisfying Experiences Evaluating Service Experiences

Module 3: Managing Service Operations 6. Analyzing Process (3 Sessions)

The need for process analysis in services Process flow diagram Types of Service Firms Site Selection for Demand Sensitive Services, Delivered Services and QuasiManufacturing Services
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7. Site Selection for Services (1 Session)



Service quality (3 Sessions) Defining service quality Measuring service quality Gaps in service quality Service quality design Foolproof Service Using Poka-Yoke Measures of Customer Satisfaction Achieving Service Quality

9. Six Sigma for Service Process Improvement (1 Session) Variation Six sigma: Process Capability, the cost of poor quality, metrics and Strategic Consistency DMAIC cycle 10.Yield Management (2 Sessions) Capacity Strategies Yield management Overbooking Pricing Implementation Issues

Module 4: Tools and techniques

11.Inventory management in services (1 Session) Services versus manufacturing Inventory The need for inventory science 12.Waiting Time Management (2 Sessions) Pervasiveness of Waiting Lines Lack of Managerial Intuition Surrounding Waiting Lines Qualitative Understanding of Waiting Lines 13.Advanced Models: Data Envelopment Analysis (3 Sessions) Characteristics of Evaluation/Benchmarking Systems Advantages of DEA The concept of DEA DEA Implementation Problems Text: References : Richard Metters, Kathryn King-Metters, Madeleine Pullman and SteveWalton. 2007. Successful Service Operations management 2e, THOMSON, South-western, New Delhi James A. Fitzsimmons, Mona J. Fitzsimmons. 2006. Service Management Operations, Strategy, Information Technology, Tata McGraw Hill Edition, New Delhi Cengiz Haksever, Barry Render, Roberta S. Russell, Robert G. Murdick. 2nd Edition. Service Management and Operations, Pearson Education

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