全球运营管理课件newgom12-service.ppt

GOP12,Operations ManagementService Operations,全球运营管理12,运营管理服务运营,Characteristics of Services,Intangibility Customer Influence (customer presence, customer contact, customer interaction, and customer participation) Simultaneous Production & Consumption Perishability Heterogeneity Labor Intensity,服务特征,无形 顾客影响（顾客到场、顾客联络、顾客相互作用，以及顾客参与） 生产与消费同步 易逝性 多样性 劳动力密集,Continuum of Characteristics of Manufacturing and Service Organizations,More like aMore like a manufacturingservice organizationorganization,Physical, durable product Output can be inventoried Low customer contact Long response time Regional, national, or international markets Large facilities Capital intensive Quality easily measured,Intangible, perishable product Output cannot be inventoried High customer contact Short response time Local markets Small facilities Labor intensive Quality not easily measured,制造业与服务业组织的特征统一,更趋向于制造业组织 更趋向于服务业组织,有形的、耐用产品 产品可以库存 客户联络不 多 回应时间长 区域、国家，或国际市场 大型设备 资本密集 质量易于衡量,无形的、易逝产品 产品不可以库存 客户联络频繁 回应时间短 当地市场 小型设备 劳动力密集 质量不易衡量,Vending machines Automated car washes,Motion picture theaters Dry cleaning Taxis,Excavating Airlines Computer time- sharing,Lawn care Guards Janitorial services,Appliance repair Plumbing repair Executive recruiting,Lawyers Manage- ment Accountant,Auto,Mon. by relatively unskilled,Operated by skilled,Unskilled labor,Skilled Labor,Pro,Equipment-Based,People-Based,Service,Services,自动贩卖机 自动化汽车清洗,电影院 干洗 出租车,挖掘 航空公司 计算机分时技术,草坪维护 警卫 看守服务,电器维修 管道维修 高级管理人员招募,律师 管理人员 会计,自动,相对简单的工作,由熟练工操作,无须技术 的劳动,需要技能的劳动,专业人员,以设备为基础,以人为基础,服务,服务,Service Package (1 of 4),Supporting facility The physical resources that must be in place before a service can be offered 1. Location-Is it centrally located? 2. Interior decorating-Is the proper mood established? 3. Supporting equipment-Does the dentist use a mechanical or air drill? 4. Architectural appropriateness-Unique recognizable feature of a blue tile roof. 5. Facility layout-Is there a natural flow of traffic? Examples: Golf course, ski lift, hospital, airplanes,服务包（1/4）,支持设施 在提供某项服务之前，物质资源必须到位 1. 地点是否处于中心位置？ 2. 内部装饰是否营造了适当的氛围？ 3. 支持设备牙医是用机械钻还是风钻？ 4. 建筑适宜度以蓝瓦作房顶的独特醒目特征。 5. 设施规划运输流程是否通畅？ 例如：高尔夫球场、滑雪缆车、医院、飞机,Service Package (2 of 4),Facilitating goods The material purchased or consumed by the buyer or items provided by the consumer 1. Consistency-Crispness of french fries. Portion control. 2. Quantity-Small, medium, or large drink. 3. Selection-Variety of replacement mufflers. Number of menu items. Rental skis available. Examples: Golf clubs, rental skis, food items, replacement auto parts, legal documents, medical supplies,服务包（2/4）,提供便利的商品 买方购买或消费的材料，或者由消费者提供的事项 1. 一致性炸薯条的松脆。 份量控制 2. 数量小杯、中杯或大杯饮料。 3. 选择各种替换围巾。 菜谱中的各式佳肴 可租滑雪板 例如：高尔夫俱乐部、租赁滑雪板、食品种类、替换汽车零件、法律文件、医疗用品,Service Package (3 of 4),Explicit services The benefits that are readily observable by the senses and that consist of the essential or intrinsic features of the service 1. Training of service personnel-Are the physicians board certified? 2. Comprehensiveness-General hospital compared with clinic. 3. Consistency-Airlines on-time record. 4. Availability-24-hour ATM service. Is there a web site? Examples: Quality of instruction or food, smoothness of ride, airlines on-time record, response time of service,服务包（3/4）,外在服务 易于感受到的利益以及由服务本质或内在特征构成的利益。 1. 服务人员培训医生委员会是否经过了认证？ 2. 全面性较之诊所的综合医院。 3. 一致性航空公司的准时航班记录。 4. 可用性24小时自动取款机服务。 有网站吗？ 例如：指示或食品的质量、旅途的顺畅、航空公司的准时航班记录、服务的回应时间,Service Package (4 of 4),Implicit services Psychological benefits which the consumer may sense only vaguely or extrinsic features ancillary to the service 1. Attitude of service-Cheerful flight attendant. 2. Atmosphere-Restaurant dcor or music in a bar. 3. Waiting-Being placed on hold. 4. Status-Box seats at sports event. 5. Sense of well-being-Well-lighted parking lot. 6. Privacy and security-Magnetic key card for hotel room. 7. Convenience-Use of appointments or free parking.,服务包（4/4）,内在服务 消费者只能模糊感到的心理受益，或者服务的辅助性非本质特征。 1. 服务态度微笑的机组乘务员。 2. 氛围餐厅装饰或酒吧中播放的音乐。 3. 等待舒适安顿。 4. 身份体育赛事中的包厢席位。 5. 舒适感照明良好的停车场。 6. 隐私与安全宾馆客房的磁性钥匙卡。 7. 便利采用预约或免费停车。,Service Process Structure,服务流程结构,Service Package Structure,服务包结构,Service Process/Service Package Matrix,服务流程/服务包矩阵服务包结构,Strategy Implications,战略意义服务包结构,Approaches to service system design,服务系统设计的方法,17,Characteristics of a Well-Designed Service System,1. Each element of the service system is consistent with the operating focus of the firm. 2. It is user-friendly. 3. It is robust. 4. It is structured so that consistent performance by its people and systems is easily maintained.,17,设计优良的服务系统的特征,1. 服务系统的每个要素都与公司的经营重点一致。 2. 它易于使用。 3. 它健全完善。 4. 结构完善易于保持员工及系统的一贯表现。,18,Characteristics of a Well-Designed Service System,5. It provides effective links between the back office and the front office so that nothing falls between the cracks. 6. It manages the evidence of service quality in such a way that customers see the value of the service provided. 7. It is cost-effective.,18,设计优良的服务系统的特征,5. 它在内勤与前台人员之间架起了有效链接，因此不会出现任何遗漏。 6. 它管理服务质量的证据的方式能使顾客体会到所提供服务的价值。 7. 它具有成本效益。,10,Service Blueprinting Steps,1. Identify processes 2. Isolate fail points 3. Establish a time frame 4. Analyze profitability,10,编制服务蓝图的步骤,1. 识别各过程 2. 分离失败点 3. 确定期限 4. 分析获利能力,Service Quality,Personal needs,Word of mouth,Past experience,Dimensions of Service Quality Reliability Responsiveness Assurance Empathy Tangibles,Expected service,Perceived service,Perceived Service Quality 1. Expectations exceeded ES PS (Unacceptable quality),服务质量,个人需求,口碑,以往经验,服务质量的各个方面 可靠性 响应度 保证 共同感 有形资产,期望的服务,体验到的服务,体验到的服务质量 1. 超出期望 期望服务 体验到的服务 （不能接受的质量）,Service Quality Gap Model,Customer,Word-of-mouth communications,Past experience,Personal needs,Expected service,Perceived service,GAP 5,Service delivery (including pre- and post-contacts),Management perceptions of consumer expectations,Translation of perceptions into service quality specifications,GAP 3,GAP 2,Marketer,External communications to consumers,GAP 4,GAP 1,服务质量差距模型,顾客,口头传播,以往经验,个人需求,期望服务,体验到的服务,差距5,服务交付（包括交付前、交付后的联络）,对消费者期望体验的管理,将体验解释为服务质量规范,差距3,差距2,市场人士,对消费者的外部沟通,差距4,差距1,Source: James Heskett, Harvard Business School,价值,=,结果,+,服务质量,价格,+,消费者负担,引自：哈佛商学院詹姆士 海斯科特（ James Heskett ）,The Service Profit Chain,服务利润链,12,Service Recovery (Just in case),A real-time response to a service failure. Blueprinting can guide recovery planning (fail points). Recovery planning involves training front-line workers to respond to such situations as overbooking, lost luggage, or a bad meal.,12,服务补救（以防万一）,对服务失败的实时回复。 编制的计划能够指导补救规划（失败点）。 恢复规划包括培训一线工人，使他们能够应对以下情况：超量预定、行李丢失，或食品欠佳。,13,Service FailsafingPoka-Yokes (A Proactive Approach),Keeping a mistake from becoming a service defect. How can we fail-safe the three Ts?,13,服务故障预防防故障程序（一种主动的方法）,防止错误变为服务缺陷。 我们如何防止任务、处理、有形资产的故障？,16,What is a Good Service Guarantee?,Unconditional Meaningful The payout covers-fully-customer dissatisfaction Easy to understand and communicate For customers For employees Painless to invoke Given proactively,16,什么是优良的服务保证？,无条件 有意义 付出完全弥补了客户的不满意之处 对以下群体易于理解和沟通 顾客 员工 轻松求助 主动提供,International Service Operations,An international service business A firm that transforms resources into an intangible output that creates utility for its customers. Key features: Intangibility: assessing services value or quality is more difficult than assessing that of a good. Not storable: the high degree of perishability of services makes capacity planning a critical problem for all service providers Customer participation: tourism Customization Tied to the purchase of other products: product support service,国际服务运作,国际服务企业 将各种资源转换为无形产品的公司，而这些产品为其顾客创造了效用。 关键特征： 无形：评估服务的价值或质量比评估商品的价值或质量更难。 不可存储：服务的高度易逝性使业务能力规划成为所有服务提供商的关键问题。 客户参与：旅游 量身订制 购买其它产品的附带服务：产品支持服务,International Service Operations,The Role of Government in International Services Trade Many governments seek to protect local professionals and to ensure that domestic standards and credentials are upheld by restricting the ability of foreigners to practices such professions as law, accounting and medicine Government regulations often stipulates which firms are allowed to enter service markets and the prices they may charge: banking, insurance, telecommunications, transportations, utility, airline routes Liberalization trend.,国际服务运作,国际服务贸易中政府的角色 许多政府试图保护当地职业人士，并且通过限制外国人从事诸如法律、会计以及医药等行业而确保国内标准及资质得到维护。 政府规章通常规定哪些公司获准进入服务市场及其可以收取的价格：银行业、保险业、电讯业、交通业、公用事业、航空航线。 自由化趋势,International Service Operations,Managing Service Operations Capacity planning Location planning Facilities design and layout Operations scheduling,国际服务运作,管理服务业运作 业务能力规划 地点规划 设备设计与布局 运营时间安排,