服务管理PPDesign.ppt
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服务管理PPDesign.ppt
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1Copyright2006byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/IrwinChp4NewNewServiceDevelopmentServiceDevelopmentChapteroutlineChapteroutlineNewservicedevelopmentServicedesignelementsServiceblueprintingStrategicpositioningthroughprocessstructureTaxonomyforserviceprocessdesignGenericapproachestoservicesystemdesignCustomerValueEquation3SUPPLEMENTARYMATERIALSSUPPLEMENTARYMATERIALSJamesA.FitzsimmonsandMonaJ.Fitzsimmons,NewServiceDevelopment:
CreatingMemorableExperiences,Editors,SagePublications,2000LeonardA.SchlesingerandJamesL.Heskett,TheService-DrivenServiceCompany,HarvardBusinessReview,September-October1991,pp.71-81.Case:
TacoBellCorporation(HBSCase9-692-058):
TacoBellisafastfoodrestaurantchainservingMexicanfoodthatisformulatedtoappealtotheAmericangeneralpublic.Asof1991,thecompanyhadgonethrougharemarkabletransformationandwashailedbythepressandindustryexpertsashavingrevolutionizedthefastfoodworld.Thenewdeliveryprocess,referredtoasK-minus(kitchenmovedoutoftherestauranttoacentralfacility),illustratesthedesignstrategyofseparatingphysicallythefront-andback-officeoperations.Theimpactonemployees,managers,andthefirmareexplored.4Discussthenewservicedevelopmentprocess.Prepareablueprintforaserviceoperation.Usethetaxonomyofserviceprocessestoclassifyaserviceoperation.Compareandcontrastthegenericapproachestoservicesystemdesign.LearningObjectivesLearningObjectives5KKeytermseytermsRadicalinnovation(根本创新)Incrementalinnovation(附加创新)Serviceblueprint(服务蓝图)lineofvisibility(可视线)Complexity(复杂性)Divergence(差异性)Production-lineapproach(生产线方法)Coproducer(合作生产者)Customercontact(顾客接触)6.Newservicedevelopment.NewservicedevelopmentclassificationofserviceinnovationRadicalinnovation(根本创新):
areofferingsnotpreviouslyavailabletocustomersornewdeliverysystemsforexistingservices.E.g.theBarnes&Noblewebsite.Incrementalinnovation(附加创新):
arechangestoexistingservicesthatarevaluedasimprovements.E.g.theadditionofplayscapesatfast-foodrestaurants.7.Newservicedevelopment.NewservicedevelopmentRadicalInnovationsMajorInnovation:
newservicedrivenbyinformationandcomputerbasedtechnologyStart-upBusiness:
newserviceforexistingmarketNewServicesfortheMarketPresentlyServed:
newservicestocustomersofanorganizationIncrementalInnovationsServiceLineExtensions:
augmentationofexistingserviceline(e.g.newmenuitems)ServiceImprovements:
changesinfeaturesofcurrentlyofferedserviceStyleChanges:
modestvisiblechangesinappearancesTable4-1:
Levelsofserviceinnovation8.Newservicedevelopment.NewservicedevelopmentIdeasfornewserviceinnovationsCustomers(e.g.,menuadditionsatarestaurant)Front-lineemployees(e.g.,listeningposts)Customerdatabases(e.g.,additionalfinancialservices)Trendsincustomerdemographics(e.g.,long-termhealthcare)Newadvancesintechnology9.Newservicedevelopment.NewservicedevelopmentSourceoftechnologyServiceexamplePower/energyPhysicaldesignMaterialsMethodsInformationJetaircraftpermittinginternationalflights,NuclearreactorsforelectricgenerationHotelatrium;EnclosedsportsstadiumsEnvironmentallyfriendlydrycleaningfluids;AstroturfforenclosedsportsstadiumsJust-in-time(JIT)Totalqualitymanagement(TQM)E-commercebasedontheinternet;MultiplechannelswithcableTVTable4-2:
TechnologyDrivenServiceInnovation10.Newservicedevelopment.NewservicedevelopmentFigure4-1:
TheNSDprocesscyclePlanningphaseImplementationphase11.ServiceDesignElementsServiceDesignElementsStructuralDeliverysystem(传递系统):
Frontandbackoffice,automation,customerparticipation.Facilitydesign(设施设计):
Size,aesthetics,layout.Location(地点):
Customerdemographics,singleormultiplesites,competition,sitecharacteristics.Capacityplanning(能力设计):
Managingqueues,numberofservers,accommodatingaverageorpeakdemand.12.ServiceDesignElementsServiceDesignElementsManagerialServiceencounter(服务接触):
Serviceculture,motivation,selectionandtraining,employeeempowerment.Quality(质量):
Measurement,monitoring,methods,expectationsversusperceptions,serviceguarantee.Managingcapacityanddemand(管理能力和需求):
Strategiesforalteringdemandandcontrollingsupply,queuemanagement.Information(信息):
Competitiveresource,datacollection.Example:
ShouldiceHospital(http:
/BlueprintingServiceBlueprintingServiceblueprint(服务蓝图):
adiagramoftheserviceprocessshowingactivities,flows,failpoints,customerwaits,andalineofvisibility.14Figure4-2:
ServiceblueprintforLuxuryHotelNote:
Lineofvisibility(可视线):
isalinedrawnontheserviceblueprintshowingseparationoffront-officefromback-officeactivities.15Complexity(复杂性):
adimensionofserviceprocessstructurethatmeasuresthenumberandintricacyofstepsintheprocess.Divergence(差异性):
adimensionofserviceprocessstructurethatmeasur
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