服务运作管理 整合的视角PDF电子书下载

Part One THE NATURE OF SERVICES 1

1 The nature of services&Steven Desmet,Bart Van Looy,Roland Van Dierdonck 3

Introduction 3

Objectives 4

The growing importance of services 4

Services:what makes them special? 10

A closer look at services 12

The role of service classifications 17

Conclusion 23

Review and discussion questions 24

Notes and references 24

Suggested further reading 26

2 Defining the service concept&Paul Gemmel,Bart Van Looy,Gino Van Ossel 27

Introduction 27

Objectives 28

Why do we need a service concept? 28

How to define the service concept 29

Implementing the service concept 31

The service concept as a guiding framework:an overview of its main ingredients 35

Why not all service concepts are alike 37

Conclusion 38

Review and discussion questions 38

Notes and references 39

Suggested further reading 39

3 Servitization:or why services management is relevant for manufacturing environments&Steven Desmet,Roland Van Dierdonck,Bart Van Looy 40

Introduction 40

Objectives 41

From goods to services 41

Why servitization? 42

Making the transition 44

Conclusion 49

Review and discussion questions 50

Notes and references 50

Suggested further reading 51

Part Two CUSTOMER LOGIC 53

4 Relationship marketing&Kristof De Wulf 55

Introduction 55

Objectives 55

Relationship marketing:new words to an old tune? 56

Linking customer satisfaction,customer loyalty and profitability 58

Lifetime value:the link with profitability 62

How to increase customer satisfaction and customer loyalty 65

Setting objectives in service marketing 68

Conclusion 71

Review and discussion questions 72

Notes and references 72

Suggested further reading 73

5 Promoting services&Patrick De Pelsmacker,Joeri Van Den Bergh 74

Introduction 74

Objectives 74

What is so different about promoting services? 74

The basic building blocks of promotion 76

Designing a marketing communications strategy for services 83

Drawing up a promotion plan 92

Conclusion 94

Review and discussion questions 95

Notes and references 95

Suggested further reading 96

6 Pricing services&Marion Debruyne,Stefan Stremersch 98

Introduction 98

Objectives 98

Developing a framework for pricing decisions 99

Pricing objectives 101

Pricing strategies 102

Pricing structure 115

Pricing levels and tactics 118

Conclusion 120

Review and discussion questions 121

Notes and references 121

Suggested further reading 122

7 Customer satisfaction and complaint management&Gino Van Ossel,Stefan Stremersch,Parul Gemmel 123

Introduction 123

Objectives 123

Service quality and customer satisfaction 124

A service satisfaction framework 125

Measuring customer satisfaction 126

Complaint management 138

Conclusion 152

Review and discussion questions 152

Notes and references 153

Suggested further reading 154

8 Service guarantees and service-level agreements&Gino Van Ossel,Paul Gemmel 155

Introduction 155

Objectives 156

Service guarantees 156

Service-level agreements 168

Internal service guarantees and service-level agreements 172

Conclusion 177

Review and discussion questions 177

Notes and references 177

Suggested further reading 178

Part Three HUMAN RESOURCES IN SERVICE ORGANIZATIONS 179

9 The role of human resource practices in service organizations&Bart Van Looy,Koen Dewettinck,Dirk Buyens,Tine Vandenbossche 181

Introduction 181

Objectives 182

The nature of services 182

Human resource management for services 187

Conclusion 192

Review and discussion questions 192

Notes and references 192

Suggested further reading 193

10 Competencies and service organizations&Walter Stevens,Dries Faems,Bart Van Looy,Tine Vandenbossche,Dirk Buyens 194

Introduction 194

Objectives 194

Designing competency-based HR practices 195

Competencies for service organizations 204

Conclusion 212

Review and discussion questions 212

Notes and references 213

Suggested further reading 213

11 Collaboration:integrating work and learning&Bart Van Looy 214

Introduction 214

Objectives 21S 215

The benefits of collaboration in the workplace 215

The broader relevance of collaboration to services 218

The role of collaboration in learning 219

Collaboration as the central theme 222

Establishing collaborative relationships 223

Conclusion 227

Review and discussion questions 227

Notes and references 227

Suggested further reading 228

12 The role of empowerment in service organizations&Bart Van Looy,Krist'l Krols,Dirk Buyens,Tine Vandenbossche 229

Introduction 229

Objectives 230

The relevance of empowerment for service environments 231

Empowerment:the employee and the supervisor 232

Empowerment:the organization 237

Conclusion 240

Review and discussion questions 241

Notes and references 241

Suggested further reading 242

13 Role stress among front-line employees&Koen Dewettinck,Dirk Buyens 243

Introduction 243

Objectives 244

Relevance of role stress for the service encounter 244

Role stress defined 245

Handling role stress for front-line employees 247

Conclusion 252

Review and discussion questions 252

Notes and references 253

Suggested further reading 254

Part Four OPERATIONS MANAGEMENT IN SERVICE ORGANIZATIONS 255

14 Service process design and management&Paul Gemmel 259

Introduction 259

Objectives 260

Process choice 261

Process design 263

Process monitoring 267

Process evaluation 268

Process re-engineering 271

Conclusion 274

Review and discussion questions 274

Notes and references 274

Suggested further reading 276

15 Capacity management&Roland Van Dierdonck 277

Introduction 277

Objectives 279

Capacity and capacity management 279

Capacity planning 285

Scheduling capacity 291

Managing the demand side 300

The psychology and managerial consequences of waiting 307

Conclusion 314

Review and discussion questions 314

Technical note 315

Notes and references 315

Suggested further reading 316

16 Facilities management&Roland Van Dierdonck,Paul Gemmel,Steven Desmet 317

Introduction 317

Objectives 318

The nature of facilities management in services 319

Back office versus front office 320

Location 322

Designing the servicescape 332

Conclusion 337

Review and discussion questions 338

Notes and references 338

Suggested further reading 339

17 IT developments and their impact on services&Tim Duhamel,Bart Van Looy,Wilfried Grommen,Wim Grielens,Niels Schillewaert,Pedro Matth？nssens 340

Introduction 340

Objectives 341

The network era-Where do we stand? 341

The impact of IT developments on service encounters 345

Action strategies for the new media 360

Conclusion 366

Review and discussion questions 366

Notes and references 366

Suggested further reading 369

Part Five AN INTEGRATED APPROACH 371

18 Performance measurement systems in service firms&Paul Gemmel,Kurt Verweire,Gino Van Ossel,Werner Bruggeman,Roland Van Dierdonck,Bart Van Looy 373

Introduction 373

Objectives 374

Designing performance measurement systems for services 374

Implementing an integrated performance measurement system 388

Conclusion 401

Review and discussion questions 401

Technical note 401

Notes and references 401

Suggested further reading 403

19 Managing innovation in a service environment&Koenraad Debackere,Bart Van Looy 404

Introduction 404

Objectives 405

Innovations as spiral processes:the value-constellation approach 406

Innovation portfolio management 409

Organizing the innovation portfolio:the make-or-buy decision 414

The operational management of innovation 416

Conclusion 423

Review and discussion questions 424

Notes and references 424

Suggested further reading 426

20 Managing services across national boundaries&Roland Van Dierdonck 427

Introduction 427

Objectives 431

Why internationalize? 431

Drivers towards internationalization 432

Culture and cultural differences 436

Internationalization strategies 444

Conclusion 450

Review and discussion questions 451

Notes and references 451

Suggested further reading 452

21 Defining a service strategy&Aimé Heene,Bart Van Looy,Roland Van Dierdonck 453

Introduction 453

Objectives 453

The nature of strategic management 453

The challenges of strategic management for services 461

Conclusion 472

Review and discussion questions 473

Notes and references 473

Suggested further reading 474

TECHNICAL NOTES 477

1 How to collect customer satisfaction data&Gino Van Ossel 477

2 Analysing queuing systems in service environments&Paul Gemmel 491

3 Simulation as a tool in designing services&Paul Gemmel 498

4 Data envelopment analysis&Paul Gemmel 510

5 Insights stemming from emerging resource and competence-based strategic management theories&Aimé Heene 513

APPENDICES 516

1 Importance of informational elements in ads-comparing goods and services 516

2 The state probability(P(n)) 517

Index 519

1.1 Contribution of service sector to employment,1999(%) 7

1.2 Maslow's pyramid of needs and its relationship to disposable income 9

1.3 The different kinds of qualities and their importance for tangible and intangible products 13

1.4 Service classifications based on intangibility and simultaneity 19

1.5 Maister's framework of service classification 20

2.1 Service concept as guiding framework 35

2.2 The service concept:main ingredients 36

3.1 Goods and services:three stages of transition 42

3.2 The ABB pyramid 47

3.3 New view of customer service 49

3.4 ABB Service redefined 49

4.1 The service profit chain 58

4.2 The dimensions of customer loyalty 59

4.3 The relationship between customer satisfaction and customer loyalty 61

4.4 Sources of profitability in relation to customer retention 62

4.5 Percentage increase in customer value(profitability)as a result of a 5 per cent decrease in customer defection 64

4.6 Customer loyalty ladder 65

4.7 Distribution of marketing costs over customer segments 69

4.8 Setting marketing objectives one customer at a time 70

4.9 The value-spectrum model 71

5.1 A two-step flow communications model 76

5.2 The Lavidge and Steiner model of the customer adoption process 77

5.3 Advertisement for a Swiss bank in which the customers' needs for individual service are addressed 79

5.4 Advertisement with transformational needs as basis of message 81

5.5 The service delivery process and the relevance of promotional channels 83

5.6 Advertisement in which a strong image takes the place of long explanations 87

5.7 The relative importance of the individual elements of the communications mix(a)for goods and(b)for services 91

5.8 The stages in drawing up a communication plan 92

6.1 A price structure 99

6.2 The pricing process 100

6.3 The model of'perceived value' 105

6.4 Chart showing relarive positions of companies in a competitive market 110

6.5 Matrix representing criteria for implementation of discount pricing 119

7.1 A service satisfaction framework 126

7.2 Percentage of brand-loyal customers in various sectors 139

7.3 Repeated purchases for dissatisfied customers 140

7.4 Percentage of service organizations using different techniques to lower the threshold to complain 141

7.5 Time taken for companies to react to complaint 144

7.6 Types of compensation used by service organizations 146

7.7 Centralized and decentralized handling and receiving of complaints 149

8.1 The effect of the introduction of a service guarantee at PTT Telecom 161

9.1 The cycle of failure 185

9.2 The cycle of success 186

10.1 Quintessence Performance and Competency Management Model 195

10.2 Most important competencies for front-office personnel in a distribution company 200

10.3 The three layers of competencies 205

10.4 The relative importance of the three types of competencies in different types of services 206

10.5 Kolb's learning cycle 207

11.1 The stages of trust development 224

11.2 Phases in group development 226

12.1 Empowerment as a pyramid 234

12.2 A general model of leadership 235

12.3 An integrated framework of leadership and empowerment 236

13.1 Ambiguities faced by front-line employees 246

13.2 Minimizing service employees' role stress through formalization or empowerment,by degree ot service interactivity 251

14.1 The relationship between process type and transaction volume 261

14.2 Relationship between process type and transaction volume,according to Silvestro et al 262

14.3 The service encounter:a blueprint for discount brokerage 264

14.4 Partial QFD for an auto-service firm 266

14.5 SPC used to monitor the overall course evaluation over time 269

14.6 Service Transaction Analysis of the'Indiana Jones and the Temple of Peril Backwards'attraction in Disneyland Paris 270

14.7 Time-drivers in the CT-scanning process 272

15.1 The value of EuroDisney stock,Nov 1989 to Jan 1997 278

15.2 Flowchart showing the inspection processes at Belmont 280

15.3 The nature of capacity management 283

15.4 Capacity utilization and waiting time 286

15.5 Capacity utilization and waiting times in a bank 287

15.6 Determining the capacity level 288

15.7 Optimal waiting time in a fast-food restaurant 289

15.8 Hospital resource planning system 294

15.9 The resources planning procedure 295

15.10 A product structure tree for Veal Picante 296

15.11 An integrated framework for manpower planning,staffing and scheduling 297

15.12 A demand curve 302

15.13 An integrated view of managing the perception of waiting times 312

16.1(a) Population density of Europe,1995 323

16.1(b) Average temperature in selected European countries,1996 323

16.2 Determining the optimal number of service facilities 327

16.3 Location model according to Huff 332

16.4 A framework for understanding environment-user relationships in service organizations 334

17.1 Network computing 342

17.2 Relationship between nature of service and relevance of the market space 352

17.3 Degree of richness of task-interactive services 354

17.4 The relationship between the nature of a service,information richness demands and the relevance of the market space 354

17.5 The commodity magnet and how to handle it 364

18.1 The balanced scorecard as developed by Henry Ford Health System 376

18.2 The EFQM Excellence Model 377

18.3 Service concept as a guiding framework 380

18.4 The implementation process of a performance measurement system 390

18.5 The balanced scorecard at Rank Xerox 395

19.1 The innovation portfolio 410

19.2 Performance determinants of innovation projects 417

19.3 Project performance in the innovation matrix 420

20.1 Ratio of exports in commercial services to merchandise trade,1985-94($million) 429

20.2 The same hand movement interpreted differently in three different countries 438

20.3 The structure of culture 439

20.4 International views of the past,present and future 441

20.5 The relationship between cultural characteristics and stereotypes 442

20.6 A general framework of internationalization strategies 444

21.1 The field of strategy making 454

21.2 Product companies and service companies moving towards each other 462

TN2.1 The relationship between method of payment and payment time in a supermarket 493

TN2.2 An example of the negative exponential distribution 495

TN3.1 Animation of the supermarket 502

TN3.2 The fitting of a gamma distribution to the variable purchasing time(without a packer) 505

TN3.3 The fitting of a log-normal distribution to the variable purchasing time(with a packer) 506

TN5.1 The firm modelled as an open system 513

1.1 Contribution of service sector to GDP in some developed countries,1970-99(%) 6

1.2 Contribution of service sector to GDP in some Eastern European countries,1980-99(%) 6

1.3 Contribution of service sector to GDP in some developing countries,1970-99(%) 7

1.4 Differences between services and goods 11

2.1 Buyer expectations of various do-it-yourself stores according to the buying situation 32

4.1 Calculation example of lifetime value 63

4.2 Reasons for breaking a relationship with a supplier 66

5.1 Addressing needs:making a distinction between negatively and positively oriented buying motives 80

5.2 Research results showing how often certain items of information appeared in newspaper advertisements 86

7.1 The results of a Servqual perception measurement in a Nuclear medicine clinic 135

8.1 The main differences between service guarantees and service-level agreements 169

9.1 Sources of employee satisfaction 191

10.1 Characteristics of Competence Management deployment processes 198

10.2 Customer orientation as a competency 199

10.3 Definitions of three competencies for'salespeople' 201

10.4 Detailed definitions of three competencies for'salespeople' 201

10.5 Different training approaches and their relevance for developing different types of competencies 211

12.1 Contingencies of empowerment 232

12.2 The five dimensions of empowerment as a driving force behind individual work motivation 233

12.3 Comparison of employees with high and low levels of empowerment 234

14.1 A comparison of operational performance measures between two hospitals 272

15.1 Various categories of waiting situations:frequencies and average waiting times 285

15.2 Mean satisfaction rating by length of time on hold 286

15.3 Distribution of sales throughout the week at a typical branch of McDonald's 291

15.4 Distribution of sales throughout the day at a typical branch of McDonald's 292

15.5 Staffing at McDonald's 292

15.6 The Gates Hotel no-show experience 306

16.1 Summary of results by type of music 318

16.2 Major design considerations for back office and front office 321

16.3 Factors influencing the location decision 325

16.4 Choosing a restaurant site 329

16.5 Probabilities 330

16.6 The current trading areas of the seven branches 330

18.1 Input of the 24 branches for the DEA analysis 384

18.2 Data Envelopment Analysis for 24 bank branches 385

18.3 An integrated set of performance measures and their operationalization for a bank 387

19.1 The make-or-buy decision spectrum 415

19.2 Portfolio management and the make-and-buy decision 416

20.1 Dimensions to characterize underlying assumptions 440

20.2 Organizational models 446

20.3 Elements of internationalization strategies 449

21.1 Distinctive characteristics of tangibles and intangibles 465

TN2.1 Arrival time,interarrival time and service time of 12 shoppers 492

TN2.2 Different elements of a queuing system 494

TN3.1 Interarnval distribution 500

TN3.2 Service-time distribution 500

TN3.3 A two-digit random number table 501

TN3.4 Monte Carlo simulation of the bank-teller problem 501

TN3.5 Summary statistics for different variables(in seconds) in the situation with and without packers 504

TN3.6 Comparison of the frequency distribution of the variable purchasing time respectively in the situation with packer and without packer 504

TN3.7 Results in terms of numbers of customers served by the clerk in an eight-hour day 507

1.1 Methods of classifying services 17

2.1 SMART:addressing parking needs 30

3.1 Colora:selling solutions 43

3.2 The development of ABB Services 47

5.1 Somer errors in communication 82

6.1 Pricing service innovations throughout the life cycle 108

7.1 Ten components of service quality 133

7.2 Measuring service quality at an outpatient nuclear medicine clinic 135

7.3 Involving the entire company 151

8.1 Service-level agreements at Securis 171

8.2 Filling vacancies 173

9.1 Rising sales at Au Bon Pain 187

11.1 Failing apprentices in the butcher trade 221

12.1 Empowerment at Taco Bell 236

15.1 The Belmont case 279

15.2 Capacity scheduling at McDonald's 291

15.3 MRP in a New Orleans restaurant 295

15.4 Staffing and scheduling nurses in an acute care hospital 299

15.5 Yield management in Transpacific Airlines 304

15.6 The Gates Hotel,San Francisco 306

16.1 Determining the site of EuroDisney 322

16.2 Terminal decline 337

17.1 IT and the stockbroking industry 345

17.2 The development of the bicycle:a socio-technological tale 358

18.1 Benchmarking employee performance in aban kusing DEA 383

18.2 Performance measurement at G-Mart 388

18.3 Internationalization at Vlerick 390

19.1 Dream ticket for truck transport 407

20.1 Wal-Mart comes shopping in Europe 427

20.2 Overseas expansion is a graveyard 428