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1、GOP12,Operations Management Service 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
2、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 a More like a manufacturing service organization organization,Physical, durable product Output can be inventoried Low customer contact Long response time Regiona
3、l, 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
4、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 P
5、lumbing 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
6、,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 de
7、ntist 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
8、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
9、. 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
10、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-G
11、eneral 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
12、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 fl
13、ight 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/
14、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
15、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 peo
16、ple 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 i
