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Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
Chapter Twelve Outline
An Overview of Service The Primary Concerns of Service
Operations Response Logistics
– Service Productivity – Managing Service Capacity
– Global Service Issues – Managing Waiting Times
• Queuing System
– Service Strategy
Design
Development
• Queuing System
– The Service Delivery Applications
System • Managing perceived
– Service Location & Layout waiting times
Strategies – Managing Distribution
Supply Chain Management in Channels
Services – Managing Service Quality
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
Introduction
– Many services are considered pure services, offering few or no
tangible products to customers.
– Other services may have end products with a larger tangible
component such as restaurants, repair facilities, transportation
providers.
– Customers are often involved in the production of the service.
– Services may provide state utility - they do something to things
that are owned by the customer, such as transport and store
supplies, repair machines, cut hair, and provide health care.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
An Overview of Service Operations
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
An Overview of Service Operations- Cont.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
An Overview of Service Operations-
Cont.
Global Services Issues- Global services are increasing all over the
world. Managing global services involves a number of issues:
– Labor, facilities, and infrastructure support: locating support
facilities, suppliers, transportation, communications.
– Legal and political issues: Laws may restrict foreign competitors,
limit available resources, attach tariffs.
– Domestic competitors and the economic climate: Managers must
be aware of local competitors, their services, their pricing
structure, and current state of local economy.
– Identifying global customers.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
An Overview of Service Operations-
Cont.
Service Strategy Development:
1. Cost Leadership Strategy- Requires
large capital investment in automated,
state-of-the art equipment and
significant efforts in the areas of
controlling and reducing costs.
2. Differentiation Strategy- Service that
is considered unique. Differentiation is
created as companies listen to
customers.
3. Focus Strategy- serve a narrow niche
better than other firms
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
An Overview of Service Operations-
Cont.
The Service Delivery System
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
An Overview of Service Operations-
Cont.
Service Location and Layout Strategies
• Location Strategies- Have a significant impact on the long-term
profits of the company. It is desirable to consider relevant factors
and to reduce decisions based solely on intuition.
• Layout Strategies
– Departmental Layouts to Reduce Distance Traveled- When
moving from one area to another.
– Departmental Layouts to Maximize Closeness Desirability-
A closeness desirability rating between various departments
must be determined with the objective of designing a layout
that maximizes a desirability rating for the entire office.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
Supply Chain Management in Services
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
Supply Chain Management in Services-
Cont.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics
Managing Service Capacity- the number of customers per day the
firm’s service system is designed to serve.
– When demand exceeds
capacity, firms turn away
customers or hire personnel
– Hiring, training, supervising,
and equipping service
personnel is costly (Often 75
% of operating costs)
– Therefore, service managers
must forecast demand &
provide capacity to meet the
forecast demand.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Capacity Mgmt when Demand exceeds Capacity
Level-demand strategy- Chase-demand strategy -
Capacity remains constant Capacity varies with demand
regardless of demand – Cross-Training Employees
– Part-Time Employees
Capacity Management When – Using Customers
Available Service Capacity – Using Technology
Exceeds Demand.
– Using Employee
– Finding Other Uses for
Scheduling Policies
Service Capacity
– Using Demand
– Using Demand Management
Management Techniques
Techniques.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Managing Waiting Times
– Good waiting line management consists of the management of
actual waiting time and perceived waiting time.
– What is the average arrival rate of the customers?
– In what order will customers be serviced?
– What is the average service rate of the service providers?
– How are customer arrival and service times distributed?
– How long will customers wait in line before they either leave or
lower their perceptions of service quality?
– How can customers be kept in line even longer without lowering
their perceptions of service quality?
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Queuing System Design
– Customer arrivals (or demand source) is either infinite or finite.
– Customers also arrive in patterns.
– Poisson distribution is often used to model customer arrival.
e -λT (λT) x
Px(T) =
x!
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Queue Characteristics. Queuing
models generally assume the
length of a queue can grow to an
infinite length. Queuing
configuration can contain single
or multiple lines.
Queue discipline. Describes the
order in which customers are
served.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Service Characteristics.
– Provided either by single server or by multiple servers who act in
series or in parallel.
– Multiple servers, acting in parallel, referred to as a multiple-
channel queuing system.
– Multiple servers acting in series is referred to as a multiple-phase
queuing system.
– The single-channel, single-phase configuration is the most basic.
– Another characteristic of the service is the time required to
complete each of the services provided.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
The Single-Channel, Single-Phase Queuing Model
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
The Single-Channel, Single-Phase Queuing Model-
Example: Mary Jane’s Sewing Shop serves 5 customers/hr. In the last 2 wks the average has
been 4 customers/hr. Based on the following information, how often will there more than 4
customers per hour in her shop:
λ = 4 customers/hr
μ = 5 customers/hr Mary Jane can
ρ= 4/5 = 80% utilization expect more than 4
Ls = 4/(5-4) = 4 customers customers about
Lq = 4 – 4/5 = 3.2 customers
Ws = 4/4 = 1 hr 33% of the time.
Wq = 3.2/4 = 0.8 hrs = 48 min.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
The Multiple Channel Single Phase Model
λ – average arrival rate
sμ= average service rate
ρ= average server utilization = λ/sμ
P0 probability of zero customers in the system =
1
S-1 (λ/μ)n (λ/μ)s 1
, for sμ >λ
∑ n!
+
s!
[
1-(λ/sμ)
]
N=0
(λ/μ)n
Pn = Probability of n customers in system = P 0 , for n≤s (λ/μ)N
n! = P0
s!ss-n , for n>s
Lq = expected number of customers in queue = P 0 (λ/μ)s (λ/sμ)
s!(1-λ/sμ)2
Ls = expected number of customers in system = L q + λ/μ
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
The Multiple Channel Single Phase Model
Example- Mary Jane’s Shop decided to hire a 2nd worker and buy a 2nd checkout
stand w/cash register. Mary Jane and the 2nd worker can serve 5 customers/hr and
average arrival rate is 4 customers/hr. What are the new operating configurations?
1
P0 = (4/5)0 (4/5)1 (4/5)2 1 = .428
+ + [ ]
0! 1! 2! 1-(4/10)
ρ = 4/10 = 40 % utilization
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Managing Perceived Waiting Times
Often, demand exceeds expectations & capacity.
First and Second Laws of Service:
Rule 1: Satisfaction = perception – expectation.
Rule 2: It is hard to play catch-up ball.
– Keep Customers Occupied
– Start the Service Quickly
– Relieve Customer Anxiety
– Keep Customers Informed
– Group Customers Together
– Design a Fair Waiting System
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Eatertainment -
is the combination of restaurant and
entertainment elements.
Entertailing -
refers to retail locations with
entertainment elements.
Edutainment -
attract more customers and increase
revenues. Combines learning with
entertainment to appeal to customers
looking for substance along with play.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Franchising- allows services to:
– expand quickly in dispersed geographic markets
– protect existing markets
– build market share and when owners have limited financial
resources.
International Expansion
– Operate/partner with firms who are familiar with the region’s
markets, suppliers, infrastructure, government regulations, and
customers.
– Must address language and cultural barriers
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Internet Distribution Strategies
– Internet retailing is growing faster than
traditional retailing.
– Primary advantages of the Internet - ability to
offer convenient sources of real-time
information, integration, feedback, and
comparison shopping.
– Many retailers today sell products exclusively
over the Internet (a pure strategy), while
others use it as a supplemental distribution
channel (a mixed strategy).
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Managing Service Quality- Service Delivery Process Quality involves an
interaction between a customer and a service employee. Service quality
depends on the firm’s employees to satisfy customers varying expectations.
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing
The Primary Concerns of Service
Response Logistics- Cont.
Recovering from Poor Service
Quality- keep customers loyal and
coming back and serves as good word-
of-mouth advertising
Service Recovery System- Firms may:
– develop recovery procedures
– train employees in these
procedures
– empower employees to remedy
customer problems
Principles of Supply Chain Management: A Balanced Approach by Wisner, Leong, and Tan.
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© 2005 Thomson Business and Professional Publishing