Professional Documents
Culture Documents
Chapter 5
Chapter 5
PROCESSESS
Chapter Objectives
Compare and contrast the four stages of operational
competitiveness
Appreciate the relationship between operations and
marketing as it pertains to developing service delivery system
Describe the types of operational models that facilitate
operational efficiency
Consider the challenges associated with applying operational
efficiency model to service organizations and recommend
strategies that overcome some of these difficulties.
Chapter Objectives
Explain the art of service blueprinting as it relates to the design
of service delivery operations.
Discuss the role of complexity and divergence as it relates to
new service product development.
Familiarize the students of service marketing with operations
concepts, and explain the strategic importance of balancing
the operations and marketing functions in service operations.
Four Stages of Operational Competitiveness
1. Available for Service
Operations for a firm at this level of competitiveness are viewed
as a necessary evil. Operations are at best reactive to the
needs of the rest of the organization and deliver the service as
specified.
It mission, the operations departments attempts primarily to
avoid mistake.
Example : would be an individual who sells local concert tickets
online via their own website. Customers place orders and
business simply fulfills the customer orders as they are received.
Four Stages of Operational Competitiveness
2. Journeyman
The service firm may find that it is no longer enough just to have
a basic operation that works.
The emphasis shift from controlling workers to managing process.
The firm must now seek feedback from its customers on the
relative costs and perceived qualities of the service to seek
improvement in the service delivery process.
Four Stages of Operational Competitiveness
3. Distinctive Competence Achieved
Operational competitiveness offers world class service delivery
This level of performance operations not only have a continually
excel, but also become fast learners and adapt to competitive
offerings and customers ever evolving needs.
It involves a philosophical change of balancing efficiency and
effectiveness.
Four Stages of Operational Competitiveness
4. World Class Service Delivery
The workforce itself must be a source of innovators not just robots
following standardized process.
To achieve this, the frontline supervisors must go beyond
coaching to mentoring.
Thompson’s Perfect World Model