Transcript – 8 Chapter The Supporting Facility Service Management (5e)

8
Service Management (5e)
Operations, Strategy, Information Technology
By
Fitzsimmons and Fitzsimmons
Chapter – 8
The Supporting Facility
8-2
Learning Objectives
 Discuss
the impact of the “servicescape” on the behavior of
customers and employees.
 Describe
 Draw
the critical facility design features.
a process flow diagram.
 Identify
the bottleneck operation in a product layout and
rebalance for increased capacity.
 Use
operations sequence analysis to minimize flowdistance in a process layout.
 Recommend
facility design features to remove anxiety of
disorientation.
8-3
Servicescapes
 Physical
facility should be designed with an image and feel
that is congruent with the service concept; because the
design of the physical surroundings positively affect
employee and customer behavior.
 The internal response measured cognitively, emotionally,
and physiologically is moderated by one’s personal mood.
 A well conceived servicescape will encourage a proper
social interaction between and among customers and
employees
8-4
Environmental dimensions of servicescape
 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.
8-5
Facility Design Considerations
 Nature
 Land
and Objectives of Service Organization
Availability and Space Requirements
 Flexibility
 Security
 Aesthetic
 The
Factors
Community and Environment
8-6
Signs used in flow chart
 Operation:
a rectangle encloses the operation name and
cycle time
 Decision:
a diamond encloses the operation name and cycle
time
 Wait:
a triangle represents customers waiting or inventory of
goods
 Flow:
an arrow shows movement of customers, goods, or
information.
8-7
Process Analysis Terminology
 Cycle
Time (CT) 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 of an operation = 1/CT

Capacity of the entire system = 1/bottleneck capacity
 Capacity
Utilization is a measure of how much output is
actually achieved compared to the process capacity.
8-8
Process Analysis Terminology (cont.)
 Throughput
Time is the time to complete a process from time of
arrival to time of exit (= sum of critical path + average time in
queues).
 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.
8-9
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
8-10
Product Layout
Work Allocation Problem
Automobile Driver’s License Office
In
Review
Payment
1
2
15
240
30
120
Violations
Eye Test
4
3
60
60
Activity
Number(s)
Cycle Time
in seconds
40
90
Capacity
per hour
Photograph
5
20
180
Issue
6
30
120
Out
8-11
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
8-12
Process Layout
Relative Location Problem
Ocean World Theme Park Daily Flows
A
A
B
7
8
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.
8-13
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
AE
15 * 2 = 30
CF
8 * 2 = 16
AF
6 * 2 = 12
AD
0*2= 0
A
DF
6 * 2 = 12
C B
Total
70
D
E
F
Pair Flow distances
C CD
20 * 2 = 40
CF
8 * 2 = 16
A DF
B
6 * 2 = 12
AF
6 * 2 = 12
D E
F
CE
8 * 2 = 16
Total
96
(d) Exchange B and E and move F
Pair Flow distances
AB
15 * 2 =30
AD
0*2= 0
FB
8 * 2 = 16
FDF
6 * 2 = 12
A
Total
58
C
E
D
B
8-14
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
8-15
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.

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?