Transcript Service Facility Design and Layout

The Supporting Facility
Creating the Right Environment
Learning Objectives
 Discuss
the impact of the “servicescape” on the
behavior of customers and employees.
 Describe the critical facility design features.
 Draw a process flow diagram.
 Identify the bottleneck operation in a product
layout and rebalance for increased capacity.
 Use operations sequence analysis to minimize
flow-distance in a process layout.
 Recommend facility design features to remove
anxiety of disorientation.
Servicescapes
Designing Physical Surroundings to Affect
Employee and Customer Behavior
 Ambient Conditions: background
characteristics such as noise level, music,
lighting, temperature, and scent.
 Spatial Layout and Functionality: reception
area, circulation paths of employees and
customers, and focal points.
 Signs, Symbols, and Artifacts: selection,
orientation, location, and size of objects.
Typology of Servicescapes
Who Performs in
Servicescape
Physical Complexity of the Servicescape
Elaborate
Lean
Self-service
(customer only)
Golf course
Water slide park
Post office kiosk
E-commerce
Interpersonal
(both)
Luxury hotel
Airline terminal
Budget hotel
Bus station
Remote service
(employee only)
Research lab
L.L. Bean
Telemarketing
Online tech support
Facility Design Considerations
 Nature
and Objectives of Service
Organization
 Land Availability and Space
Requirements
 Flexibility
 Security
 Aesthetic Factors
 The Community and Environment
Process Analysis Terminology
 Cycle
Time is the average time between
completions of successive units.
 Bottleneck is the factor that limits production
usually the slowest operation.
 Capacity is a measure of output per unit time
when fully busy.
 Capacity Utilization is a measure of how much
output is actually achieved.
 Throughput Time is the time to complete a
process from time of arrival to time of exit.
Process Analysis Terminology (cont.)
 Rush
Order Flow Time is the time to go through
the system without any queue time.
 Direct Labor Content is the actual amount of work
time consumed.
 Total Direct Labor Content is the sum of all the
operations times.
 Direct Labor Utilization is a measure of the
percentage of time that workers are actually
contributing value to the service.
Process Flow Diagram of Mortgage Services
Property Survey
CT=90 min.
Yes
Final Approval
Mortgage
Applications
Completed
Applications
Credit Report
Title Search
CT=45 min.
CT=30 min.
CT=15 min.
No
Unapproved
Mortgages
Approved
Mortgages
Product Layout
Work Allocation Problem
Automobile Driver’s License Office
In
Review
Payment
Violations
Eye Test
Photograph
Issue
1
2
3
4
5
6
15
240
30
120
60
60
Activity
Number(s)
Cycle Time
in seconds
40
90
Capacity
per hour
20
180
30
120 Out
Automobile Driver’s License
Office (Improved Layout)
In
1,4
55
65
3
60
60
2
30
In
1,4
55
65
3
60
60
120
5
20
180
Out
6
30
120
Process Layout
Relative Location Problem
 Ocean
A
A
B
7
8
World Theme Park Daily Flows
C
D
E
F
20
0
5
6
6
10
0
2
15
7
8
10
3
B
C
10
6
D
0
30
5
E
10
10
1
20
F
0
6
0
3
Flow matrix
A
Net
flow
B
C
D
E
15
30
0
15
6
12
40
10
8
20
8
8
30
6
6
F
10
4
Triangularized matrix
Description of attractions: A=killer whale, B=sea lions, C=dolphins, D=water skiing,
E=aquarium, F=water rides.
Ocean World Theme Park
(Proposed Layout)
(a) Initial layout
A
B
C
D
E
F
(b) Move C close to A
Pair Flow distances
AC
30 * 2 = 60
AF
6 * 2 = 12
DC
20 * 2 = 40
DF
6 * 2 = 12
Total
124
(c ) Exchange A and C
Pair Flow distances
A
AE
15 * 2 = 30
C B
CF
8 * 2 = 16
AF
6 * 2 = 12
D E
F
AD
0*2= 0
DF
6 * 2 = 12
Total
70
Pair Flow distances
CD
20 * 2 =40
A B
CF
8 * 2 =16
D E
F
DF
6 * 2 = 12
AF
6 * 2 = 12
CE
8 * 2 = 16
Total
96
(d) Exchange B and E and move F
Pair Flow distances
A
F
AB
15 * 2 =30
AD
0*2=0
C
E
FB
8 * 2 = 16
D
B
FD
6 * 2 = 12
Total
58
C
Environmental Orientation
Considerations
 Need
for spatial cues to orient visitors
 Formula facilities draw on previous
experience
 Entrance atrium allows visitors to gain a
quick orientation and observe others for
behavioral cues
 Orientation aids and signage such as “You
Are Here” maps reduce anxiety
Topics for Discussion
 Compare
the attention to aesthetics in
waiting rooms that you have visited. How
did the different environments affect your
mood?
 Give an example of a servicescape that
supports the service concept and another
that detracts. Explain the success or failure
in terms of the servicescape dimensions
Topics for Discussion (cont.)
 Select
a service and discuss how the design and
layout of the facility meets the five factors of
nature and objectives of the organization.
 For Example 8.3, the Ocean World theme park,
make an argument for not locating popular
attractions next to each other.
 The CRAAFT program is an example of a
heuristic programming approach to problem
solving. Why might CRAFT not find the optimal
solution to a layout problem?
Interactive Exercise
The class divides into small groups. Onehalf of the groups produce examples based
on work experience with supportive
servicescapes in terms of job satisfaction
and productivity. The other one-half of the
groups provide examples of poor
servicescapes in terms of job satisfaction
and productivity.