1. Introduction to service operations:
The service concept: the missing link in service design research? (Goldstein, et al, 2002)
Service concept = the customer’s and provider’s expectation of what the service should be and the
customer needs it fulfills
The important role of service concept in service design and development (strategic level):
- Defines the how and what of service design + integration
between how and what
- Helps mediate between customer needs and organization’s
strategic intent
- Use for evaluating and improving services
Service concept as driver of service design planning (operational level):
Service recovery: using service concept to design a service:
Insights into service operations management: a research agenda. (Roth & Menor, 2003)
Imbalance between the economic importance of SOM and the lag in research in traditional POM
journals.
Service strategy triad:
, Service concept: Architecture for service delivery systems:
Research agenda for Service Operations Management (SOM):
1. Broadening service operations strategy
2. Redefining operations resources
3. Focus on customer experiences
4. Expanding service operations boundaries
5. Issues in implementing service technology and E-services
2. Multi-channel services
Multi-channel deployment: methodology for design of multi-channel service processes (Sousa, 2016)
MC service increased complexity in the design of service processes. Different customer
requirements for different types of service stages different channels are suited.
MCD methodology for design of service process for MC-delivery: specific guidelines for choice of
service channels in distinct stages of service process:
1. Target customer requirements: collect information on requirements and their relative
importance for different customer segments.
2. Deployed service concept: translate the identified CR’s into service concept deployed across
different stages.
3. Customer analysis: target customers’ channel preferences for different service stages
4. Provider analysis: analyze the ability of each channel to meet the deployed service concept at
each service stage from provider’s perspective.
5. Multichannel service process: bring together the perspectives of customers an provider to
assess the ability of each channel to support the deployed service concept.
The service concept: the missing link in service design research? (Goldstein, et al, 2002)
Service concept = the customer’s and provider’s expectation of what the service should be and the
customer needs it fulfills
The important role of service concept in service design and development (strategic level):
- Defines the how and what of service design + integration
between how and what
- Helps mediate between customer needs and organization’s
strategic intent
- Use for evaluating and improving services
Service concept as driver of service design planning (operational level):
Service recovery: using service concept to design a service:
Insights into service operations management: a research agenda. (Roth & Menor, 2003)
Imbalance between the economic importance of SOM and the lag in research in traditional POM
journals.
Service strategy triad:
, Service concept: Architecture for service delivery systems:
Research agenda for Service Operations Management (SOM):
1. Broadening service operations strategy
2. Redefining operations resources
3. Focus on customer experiences
4. Expanding service operations boundaries
5. Issues in implementing service technology and E-services
2. Multi-channel services
Multi-channel deployment: methodology for design of multi-channel service processes (Sousa, 2016)
MC service increased complexity in the design of service processes. Different customer
requirements for different types of service stages different channels are suited.
MCD methodology for design of service process for MC-delivery: specific guidelines for choice of
service channels in distinct stages of service process:
1. Target customer requirements: collect information on requirements and their relative
importance for different customer segments.
2. Deployed service concept: translate the identified CR’s into service concept deployed across
different stages.
3. Customer analysis: target customers’ channel preferences for different service stages
4. Provider analysis: analyze the ability of each channel to meet the deployed service concept at
each service stage from provider’s perspective.
5. Multichannel service process: bring together the perspectives of customers an provider to
assess the ability of each channel to support the deployed service concept.
