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JEPPIAAR ENGINEERING COLLEGERajiv Gandhi Salai, Chennai 600 119

Depar!en "# $ana%e!en S&die'

SER(ICE OPERA)IONS $ANAGE$EN)*NI)+1+

SER(ICE DE-INI)IONS.

/Servie' are Deed', pr"e''e' and per#"r!ane'2 3(alarie A 4eih!al 5

$ar J" 7iner8

/A Servie i' an aivi "r 'erie' "# aiviie' "# !"re "r le'' inan%ile na&re

ha n"r!all, & n" nee''aril, a:e plae in inerai"n' e;een &'"!er and

'ervie e!pl"ee' ande pr"d&' and #a' deliver+all "# ;hih are dependan "n

ine%rai"n "# d";n+'rea! 'ervie'

Inrea'in%l, he pr"#iaili "# !ana&rer' depend' "n e=pl"iin% val&e added

'ervie'

NA)*RE O- SER(ICES

)he di'ini"n e;een a pr"d& and a 'ervie i' di##i&l " !a:e, ea&'e he

p&rha'e "# a pr"d& i' a"!panied '"!e #ailiain% 'ervie 3e% In'allai"n8

and he p&rha'e "# a 'ervie "#en inl&de' #ailiain% %""d' 3e% -""d a a

re'a&ran8

Eah p&rha'e inl&de' a &ndle "# %""d' and 'ervie' 3Re#er ale @1 in e= "":8

SER(ICE CLASSI-ICA)ION

)he 'ervie la''i#iai"n 'he!e an help " "r%ani>e and rea:d";n he ind&'r

arrier' " 'hare he learnin%

R"%er Sh!enner pr"p"'ed he 'ervie pr"e'' !ari= 3re#er #i% @1 in e= "":8 In

hi' !ari=, 'ervie' are la''i#ied ar"'' @ di!en'i"n' ha 'i%ni#ianl a##e he

haraer "# he 'ervie deliver pr"e'' )he verial di!en'i"n !ea'&re' he

de%ree "# la"r inen'i ;hih i' de#ined a' he rai" "# la"r "' " apial "'

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)h&', Capial+inen'ive 'ervie' '&h a' airline' and h"'pial' are #"&nd in he

&pper r"; ea&'e "# heir "n'iderale inve'!en in plan and e?&ip!en relaive

" la"r "'

La"r+inen'ive 'ervie' '&h a' 'h""l' and le%al a''i'ane are #"&nd in he ""!

r";, ea&'e heir la"r "' are hi%h relaive " heir apial re?&ire!en'

)he h"ri>"nal di!en'i"n' !ea'&re' he de%ree "# &'"!er inerai"n and&'"!i>ai"n, ;hih i' !ar:ein% variale ha de'rie' he aili "# he &'"!er

" a##e per'"nall, he na&re "# 'ervie ein% delivered

Servie #a"rie' pr"vide a 'andardi>ed 'ervie ;ih hi%h apial inve'!en, !&h

li:e a line+#l"; !ana&rin% plan

Servie 'h"p' per!i !"re 'ervie &'"!i>ai"n, & he d" '" in a hi%h+apial

envir"n!en

C&'"!er' "# a !a'' 'ervie ;ill reeive an &ndi##ereniaed 'ervie in a la"r+

inen'ive envir"n!en, & h"'e 'ee:in% a pr"#e''i"nal 'ervie ;ill e %iven

individ&al aeni"n hi%hl rained 'peiali'

SER(ICE PACAGEI i' de#ined a' &ndle "# %""d' and 'ervie' ha i' pr"vided in '"!e envir"n!en

I "n'i'' "# #ea&re'

S&pp"rin% #aili

-ailiain% %""d'

In#"r!ai"n

E=plii 'ervie'

I!plii 'ervie'

SER(ICE S)RA)EGB

Servie 'rae% i' "!pliaed he diver'i "# 'ervie #ir!' in he e"n"! and

heir di##erin% &'"!er relai"n'hip

Srae%i in'i%h' ha ran'end ind&'r "&ndarie' are needed " av"id he

!"pi vie;, ;hih i' prevalen a!"n% Servie $ana%er' ha "nep' d" n"

ran'lae #r"! "ne ind&'r " an"her 3Re#er p% @6, #i% @8

Servie 'rae% !&' e%in ;ih a vi'i"n "# he plae and p&rp"'e "# he enerpri'e

A Srae%i 'ervie vi'i"n i' #"r!&laed ar%e !ar:e, 'ervie "nep, "perain%

'rae% and deliver ''e! 3Re#er p% 08

DA)A EN(ELOP$EN) ANALBSIS 3DEA8

)he DEA $"del

I i' a ehni?&e devel"ped ;ih he aili " "!pare he e##iien "# !&liple

'ervie &ni' ha pr"vide 'i!ilar 'ervie' e=pliil "n'iderin% heir &'e "#

!&liple inp&'3ie, re'"&re'8 " pr"d&e !&liple "&p&' 3ie, 'ervie'8 )hi'

ehni?&e ir&!ven' he need " devel"p 'andard "'' #"r eah 'ervie, ea&'e

i an in"rp"rae !&liple inp&' and !&liple "&p&' in" "h he n&!era"r and

he den"!ina"r "# he e##iien rai" ;ih"& he need #"r "nver'i"n " a "!!"n

d"llar a'i' )h&' he DEA !ea'&re "# e##iien e=pliil a"&n' #"r he !i= "#

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inp&' and "&p&' and "n'e?&enl, i' !"re "!prehen'ive and reliale han a 'e

"# "perain% rai"' "r pr"#i !ea'&re'

DEA i' a linear pr"%ra!!in% !"del ha ae!p' " !a=i!i>e a 'ervie &ni'

e##iien, e=pre''ed a' a rai" "# "&p&' " inp&', "!parin% a pari&lar &ni'

e##iien ;ih he per#"r!ane "# a %r"&p "# 'i!ilar 'ervie &ni' ha aredeliverin% he 'a!e 'ervie In he pr"e'', '"!e &ni' ahieve 100 peren e##iien

and are re#erred " a' he relaivel e##iien &ni', ;herea' "her &ni' ;ih

e##iien rain%' "# le'' han 100 peren are re#erred " a' ine##iien &ni'

)he DEA linear pr"%ra!!in% !"del i' #"r!&laed a"rdin% " Charne', C""per,

and Rh"de', and i' re#erred " a' he CCR $"del

De#inii"n "# (ariale'

Le E:, ;ih : F 1,@,,, e he e##iien rai" "# &ni :, ;here i' he "al

n&!er "# &ni' ein% eval&aed

Le &j, ;ih j F 1,@,,$, e a "e##iien #"r "&p& j, ;here $ i' he "al

n&!er "# "&p& pe' "n'idered )he variale &j i' a !ea'&re "# he relaive

derea'e in e##iien ;ih eah &ni red&i"n "# "&p& val&e

Le vj, ;ih i F 1,@,,N, e a "e##iien #"r inp& i, ;here N i' he "al n&!er "#

inp& pe' "n'idered )he variale vj i' a !ea'&re "# he relaive inrea'e in

e##iien ;ih eah &ni red&i"n "# inp& val&e

Le Oj: e he n&!er "# "'erved &ni' "# "&p& j %eneraed 'ervie &ni :

d&rin% "ne i!e peri"d

Le Ij: e he n&!er "# a&al &ni' "# inp& i &'ed 'ervie &ni : d&rin% "ne

i!e peri"d

Ojeive -&ni"n

)he "jeive i' " #ind he 'e "# "e##iien &' a''"iaed ;ih eah "&p& and "#

v' a''"iaed ;ih eah inp& ha ;ill %ive he 'ervie &ni ein% eval&aed he

hi%he' p"''ile e##iien

$a= Ee F &1O1e H &@O@e H H &$O$e

318

v1I1e H v@I@e HH vNINe

;here e i' he inde= "# he &ni ein% eval&aed

)hi' #&ni"n i' '&je " he "n'rain ha ;hen he 'a!e 'e "# inp& and

"&p& "e##iien' 3&j' and vi'8 i' applied " all "her 'ervie &ni' ein%

"!pared, n" 'ervie &ni ;ill e=eed 100 peren e##iien "r a rai" "# 10

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C"n'rain'

&1O1: H &@O@: HH &$O$: + 10 : F 1,@,,

3@8

v1I1: H v@I@: HH vNIN:

;here all "e##iien val&e' are p"'iive and n"n+>er"

)" '"lve hi' #rai"nal linear pr"%ra!!in% !"del &'in% 'andard linear

pr"%ra!!in% re?&ire' a re#"r!&lai"n N"e ha "h he "jeive #&ni"n and

"n'rain' are rai"' raher han linear #&ni"n' )he "jeive #&ni"n in

e?&ai"n 318 i' re'aed a' a linear #&ni"n ariraril 'alin% he inp&' #"r he

&ni &nder eval&ai"n " a '&! "# 10

$a= Ee F &1O1e H &@O@e H H &$O$e38

'&je " he "n'rain ha

v1I1e H v@I@e HH vNINe F 1

38

-"r eah 'ervie &ni, he "n'rain' in e?&ai"n 3@8 are 'i!pl re#"r!&laed .

&1O1: H &@O@: HH &$O$: 3v1I1: H v@I@: HH vNIN:8 + 0

:H1,@,,: 38

;here

&j K+ 0 j F 1,@,,$

vi K+ 0 i F 1,@,,N

A ?&e'i"n "# 'a!ple 'i>e "#en i' rai'ed "nernin% he n&!er "# 'ervie &ni' ha

are re?&ired "!pared ;ih he n&!er "# inp& and "&p& variale' 'eleed in

he anal'i' )he #"ll";in% relai"n'hip relain% he n&!er "# 'ervie &ni' &'ed

in he anal'i' and he n&!er "# inp& N and "&p& $ pe' ein% "n'idered i'

a'ed "n e!pirial #indin%' and he e=periene "# DEA praii"ner'.

K+ @ 3N H$8

I$PAC) O- )E IN)ERNE) ON SER(ICE LOCA)ION.

Mih a inr"d&i"n "# he inerne in he !id+1990', he p"enial #"r

eler"ni "!!ere ha' e"!e a reali+ &'"!er' 'h"p #r"! a de': a h"!e and

'&r# a h"!e and '&r# he ;e #"r inere'in% h"!e pa%e' " vi'i

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A Me 'ie ha' e"!e he vir&al l"ai"n "# p&re e+"!!ere #ir!' 3e%

A!a>"n"!8 "r an alernaive hannel "# di'ri&i"n #"r e'ali'hed li:+and+

!"rar reailer'3e% 7arne' 5 n"le8

)he li!i' "# a !ar:e area "ne de#ined h"; #ar a &'"!er ;"&ld ravel

" he 'ie, & ph'ial ravel i' irrevalen in he vir&al ;"rld "# inerne

)hi' a'pe "# a &'ine'' i' n"; driven ae'' " "verni%h 'hipper' 3e%-ede=8

Inerne pr"vider' "# eler"ni 'ervie', '&h a' r":er' are le'' relian "n

ph'ial "##ie', and he l"ai"n "# an a&i"n #ailia"r an e a'ed "n per'"nal

pre#erene "# he ";ner' "r "n ae'' " alened e!pl"ee'

*NI)+@

NEM SER(ICE DE(ELOP$EN)

Inn"vai"n i' vie;ed "h a pr"e'' "# reain% '"!ehin% ne; a' a a&al pr"d&"r "&"!e

-"r 'ervie', he "&"!e need n" e a ne; 'ervie pr"d&, & raher '"!e de%ree

"# !"di#iai"n " an e=i'in% 'ervie 3Re#er ale 18 Cla''i#iai"n "# 'ervie

inn"vai"n' ;ihin @ !aj"r ae%"rie'.

Radial inn"vai"n' "r "##erin%' n" previ"&'l availale " &'"!er'

"r ne; deliver ''e!' #"r e=i'in% 'ervie'

Inre!enal inn"vai"n' are han%e' " e=i'in% 'ervie' ha are

val&ed a' i!pr"ve!en'

SER(ICE DESIGN ELE$EN)S

)he 'ervie de'i%n ele!en' e"!e a l&e+prin ha "!!&niae' " &'"!er'and he e!pl"ee' ali:e ;ha 'ervie he 'h"&ld e=pe " %ive and " reeive

)he'e ''e! ele!en' are.

Sr&&ral 5 $ana%erial 3re#er p% 18

SER(ICE 7L*E PRIN)ING.

Inr"d&i"n . Mhen a &ildin% i' devel"ped, he de'i%n i' ap&red "n arhie&ral

dra;in%' alled 7L*E PRIN)S, ea&'e he repr"d&i"n i' prined "n 'peial

paper, reain% l&e line' )he'e l&e prin' 'h"; ;ha he pr"d& 'h"&ld l"": li:e

and all 'pei#iai"n' needed #"r i' !ana&re Servie l&e prin i' a !ap "r

#l";har "# all he ran'ai"n' "n'i&in% he 'ervie deliver pr"e''

3Re#er he dia%ra! in e= "":8 A he "p /ph'ial evidene2 ha &'"!er' ;ill'ee and e=periene

Aiviie' a"ve he line "# inerai"n are &'"!er iniiaed 'ep', h"ie' and

inerai"n' he &'"!er per#"r!' in he pr"e'' "# p&rha'in%, "n'&!in% and

eval&ain% he 'ervie

An verial #l"; line r"''in% he line "# inerai"n depi' a dire "na

e;een he &'"!er and he "r%ani>ai"n 3Re#er dia%ra! in e= "":8

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A"ve he line "# vi'iili are ai"n' in #&ll vie; "# he &'"!er and h&' "n 'a%e

7el"; he line "# vi'iili are aiviie' ha are a:+'a%ed and n" 'een he

&'"!er '&h a' a:in% #""d "rder' "ver he eleph"ne

7el"; he line "# inernal inerai"n, ;e #ind he '&pp"r pr"e''e' ha %enerae

?&e'i"n' "nernin% he apai re?&ire!en' "# he'e a: "##ie ''e!', '&h a'

Re'ervai"n In#"r!ai"n ''e! and ihen-inall, he p"'ii"n "# he line "# vi'iili in a 'ervie l&e prin an i!!ediael

'i%nal he level "# inv"lve!en "# he &'"!er in he 'ervie deliver pr"e''

S)RA)EGIC SER(ICE (ISION

)he p&rp"'e and plae "# a 'ervie #ir! in a !ar:e e%in' ;ih an

enreprene&r' idea and an &n!e need

)" #"r!&lae a 'rae%i 'ervie vi'i"n, he a'i ae%"rie' inl&de 'ervie

deliver ''e!, "perain% 'rae%, 'ervie "nep, and ar%e !ar:e

''e!'

)ar%e !ar:e 'e%!en'. $ar:e " iner+'ae raveler' ;ih arr+"n

l&%%a%e ;h" are &rrenl drivin% a&" anded a"rdin% " ;h" pariipae' ;ihin

he 'ervie envir"n!en and de%ree "# "!ple=i "# he 'ervie'ape

)he 'ervie'ape #"r a 'el# 'ervie "perai"n pla' a enral r"le in %&idin% &'"!er

ehavi"r hr"&%h he &'e "# 'i%na%e and in&iive de'i%n "# iner#ae'

-"r re!"e 'ervie', e!pl"ee 'ai'#ai"n, !"ivai"n and "perai"nal e##iien

are he pri!ar ph'ial de'i%n "jeive' ea&'e &'"!er' d" n" vi'i he 'ie

ph'iall

Inerper'"nal 'ervie' are he !"' hallen%in% ea&'e '"ial inerai"n' e;eene!pl"ee' and &'"!er' and a!"n% &'"!er' 'h"&ld e #ailiaed he

'ervie'ape

SER(ICESCAPE -RA$EMOR

A' 'h";n in he #i%&re 3p% @@8

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A !i= "# envir"n!enal di!en'i"n' "n'i'in% "# a!ien "ndii"n', 'paee an ind&'r, he '&e'' "#

$D"nald', Mal+!ar5 -ederal E=pre''

+ Servie #ir!' have een ale " ahieve l";+"' leader'hip &'in% a varie "#appr"ahe'

SEEING O*) LOM+COS) C*S)O$ERS.

S"!e &'"!er' "' le'' " 'erve han "her', and he an e ar%eed he

'ervie pr"vider -"r e%. *nied Sae' A&"!"ile' A''"iai"n 3*SAA8 O&pie' a

pree!inen p"'ii"n a!"n% a&"!"ile in'&re' ea&'e i 'erver' "nl !iliar

per'"nnel 5 heir #a!ilie'

)hi' %r"&p enail' l";er "' ea&'e i' !e!er', ;h" are relaivel n"!adi, are

;illin% " d" &'ine'' eleph"ne, !ail, "r "nline are a&'"!ed " d"in% '"

E=a!ple. Sa!' Mh"le'ale Cl& 5 C"'", ;hih ar%e &'"!er', are ;illin% "

& in ?&ani, d" ;ih"& #rill', and 'erve he!'elve'

S)ANDARDI4ING A C*S)O$ SER(ICE.

+ )pial, in"!e a= preparai"n i' "n'idered " e a

&'"!i>ed 'ervie

+ Le%al 'ervie' and #a!il healh are ener' are araive

!ean' "# deliverin% r"&ine pr"#e''i"nal 'ervie' a l"; "' )he :e

;"rd i' /r"&ine2

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RED*CING )E PERSONAL ELE$EN) IN SER(ICE DELI(ERB.

- )he p"eniall hi%h+ri': 'rae% "# red&in% he

per'"nal ele!en in 'ervie deliver an e aeped

&'"!er' i# inrea'ed "nveniene re'&l'

- -"r e% "nvenien ae'' " A)$' ha' ;eaned&'"!er' #r"! per'"nal inerai"n ;ih live eller',

ha' red&ed ran'ai"n "'' #"r an:'

RED*CING NE)MOR COS)S.

- Sar+&p "'' are en"&nered 'ervie #ir!' ha

re?&ire a ne;"r: " :ni "%eher pr"vider'5

&'"!er'

- Eleri &iliie' ;hih have '&'anial #i=ed "'' in

ran'!i''i"n line' pr"vide he !"' "vi"&'

- -"r e=a!ple. -ederal E=pre'' "neived a &ni?&e

appr"ah " red&in% ne;"r: "'' &'in% a h&+and+'p":e ne;"r: )he "verni%h air pa:a%e arrier

;a' ale " 'erve he *S ;ih n" dire r"&e'

e;een all he iie' 'erved )he e##iien "# he h&+

and+'p":e ne;"r: 'rae% ha' n" 'een pa''en%er

airline "pera"r

)AING SER(ICE OPERA)IONS O--LINE.

+$an 'ervie' '&h a' hair&in%5 pa''en%er ran'p"rai"n

are inherenl /"nline2 ea&'e he an "nl e per#"r!ed ;ih he &'"!er

pre'en

+ -"r 'ervie', in ;hih he &'"!er need n" e pre'en

ran'ai"n an e /de"&pled2 ;ih '"!e "nen per#"r!ed

/"##line2

+-"r e=a!ple. A!erian Airline' ha' "ne "# i' 00+ n&!er

re'ervai"n' ener' l"aed in he arriean,5 a'ene "# he &'"!er in he

''e! De"&pled 'ervie "perai"n i' r&n li:e a #a"r

DI--EREN)IA)ION.

)he e''ene "# he di##ereniai"n 'rae% lie' in reain% a

'ervie ie pereived a' ein% &ni?&e

Appr"ahe' " di##ereniai"n an a:e !an #"r!'. 7rand+i!a%e3$d"nald'

%"lden arhe'8

)ehn"l"% 3'prin' #ier "pi' ne;"r:8

-ea&re' 3A!erian E=pre''8

C&'"!er 'ervie 3 A?&a %&ard8

Dealer ne;"r: 5 "her di!en'i"n'

A Di##ereniai"n 'rae% d"e' n" i%n"re "'', i' pri!ar hr&'

lie' in reain% &'"!er l"al

Di##ereniai"n " enhane he 'ervie "#en i' ahieved a '"!e

"' ha he ar%eed &'"!er i' ;illin% " pa

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$AING )E IN)ANGI7LE )ANGI7LE.

- Servie' O#en are Inan%ile and leave he

&'"!er ;ih n" ph'ial re!inder "# he p&rha'e

- Re"%ni>in% he need " re!ind &'"!er' "# heir

'a, !an h"el' n"; pr"vide "!pli!enar "iler;ih he h"el na!e pr"!inenl a##i=ed

C*S)O$I4ING )E S)ANDARD.

Pr"vidin% a &'"!i>ed "&h !a end&re a #ir! " i' &'"!er' a ver lile "'

A h"el "pera"r ;h" i' ale " addre'' a %&e' na!e an !a:e an i!pre''i"n

ha ran'lae' in" repea &'ine''

air 'al"n' have added !an per'"nali>in% #ea&re' " di##ereniae he!'elve'

#r"! arer 'h"p'

7&r%er in%' e##"r' " pr"!"e a $ade+)"+Order p"li are an ae!p "di##ereniae i'el# #r"! $D"nald' la''i !a:e+"+'": appr"ah " #a'+#""d

'ervie

RED*CING PERCEI(ED RIS.

La: "# &'"!er' a"& he p&rha'e "# a 'ervie reae' a 'en'e "# ri':+a:in% #"r

!an &'"!er'

La:in% :n";led%e "r 'el#+"n#idene a"& 'ervie' '&h a' a&" repair, &'"!er'

;ill 'ee: "& pr"vider' ;h" a:e he e=ra i!e " e=plain he ;"r: " e d"ne,

pre'en a lean 5 "r%ani>ed #aili, and %&aranee heir ;"r:

C&'"!er' "#en 'ee he /peae "# !ind2 ie en%endered ;hen hi' r&'in%

relai"n'hip devel"p' a' ein% ;"rh he e=ra e=pen'e

GI(ING A))EN)ION )O PERSONAL )RAINING.

- Inve'!en in per'"nal devel"p!en and rainin% ha

re'&l in enhaned 'ervie ?&ali i' a "!peiive

advana%e ie di##i&l " repliae

- -ir!' ha lead heir ind&'rie' are :n";n a!"n%

"!pei"r' #"r he ?&ali "# heir rainin% pr"%ra!'

- )he'e #ir!' have e'ali'hed "lle%e li:e rainin%

ener

CON)ROLLING *ALI)B.

+ Deliverin% a "n'i'en level "# 'ervie ?&ali a !&liple

'ie' ;ih a la"r+ inen'ive ''e! i' a 'i%ni#ian hallen%e

+ -ir!' have appr"ahed hi' pr"le! in a varie "# ;a',

inl&din% per'"nnel rainin%, e=plii pr"ed&re', ehn"l"%, li!i' "n he '"pe "#

he 'ervie, dire '&pervi'i"n , peer pre''&re, a!"n% "her'

-OC*S.

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)he #"&' 'rae% i' &il ar"&nd he idea "# 'erviin% a pari&lar ar%e !ar:e

ver ;ell addre''in% &'"!er' 'pei#i need'

)he !ar:e 'e%!en "&ld e a pari&lar &er %r"&p, 'ervie 3#ederal e=pre''8"r

%e"%raphi re%i"n )he #"&' 'rae% re'' "n he pre!i'e ha he #ir! an 'erve i' narr"; ar%e

!ar:e !"re e##eivel 5 e##iienl han "her #ir!' rin% " 'erve a r"ad!ar:e

A' a re'&l, he #ir! ahieve' "!peiive advana%e in i' !ar:e 'e%!en

!eein% 'pei#i &'"!er need' "r l";er "'' hr"&%h 'peiali>ai"n

)h&', he #"&' 'rae% i' he appliai"n "# di##ereniai"n "r "verall "'

leader'hip " a pari&lar !ar:e 'e%!en raher han he enire !ar:e

MINNING C*S)O$ERS IN )E $ARE)PLACE.

Dependin% "n he "!peii"n and per'"nal need', &'"!er' 'ele a

'ervie pr"vider &'in% rieria li'ed.

Availaili. )he &'e "# A)$' an:' ha' reaed @+h"&r availaili "#'"!e an:in% 'ervie' ie 'ervie e"nd he radii"nal /an:er'2 h"&r'

C"nveniene. )he l"ai"n "# he 'ervie de#ine' "nveniene #"r &'"!er'

;h" !&' ravel " ha 'ervie e%. Ga'"line 'ai"n', #a'+#""d 'ervie5 dr

leaner'

Dependaili. "; reliale i' he 'ervieQ E% A !aj"r "!plain re%ardin%

a&"!"ile repair 'ervie' i' he #ail&re " #i= he pr"le! "n he #ir' vi'i

Per'"nali>ai"n. Are "& reaed a' an individ&alQ -"r e%. "el' have

di'"vered ha repea &'"!er' re'p"nd " ein% %reeed heir na!e )he

de%ree "# &'"!i>ai"n all";ed in pr"vidin% he 'ervie, n" !aer h"; 'li%h,

an e vie;ed a' !"re per'"nali>ed 'ervie

Prie. C"!pein% "n prie i' n" a' e##eive in 'ervie' a' i i' ;ih pr"d&',ea&'e i "#en i' di##i&l " "!pare he "'' "# 'ervie' "jeivel

&ali. Servie ?&ali i' a #&ni"n "# he relai"n'hip e;een a &'"!er'

pri"r e=peai"n' "# he 'ervie

*nli:e pr"d& ?&ali, 'ervie ?&ali i' j&d%ed "h he pr"e'' "# 'ervie

deliver and he "&"!e "# he 'ervie

PROCESS S)R*C)*RE.

Preparin% he 'ervie l&eprin i' he #ir' 'ep in devel"pin% a 'ervie pr"e''

'r&&re ha ;ill p"'ii"n a #ir! in he "!peiive !ar:e

Dei'i"n' 'ill re!ain "n he de%ree "# "!ple=i and diver%ene de'ired in he

'ervie)he 'ep' and 'e?&ene' in he pr"e'' ap&red he 'ervie l&eprin and

!ea'&red he n&!er and inria "# he 'ep' repre'en he /de%ree "#

"!ple=i2 "# he 'ervie deliver 'r&&re

)he a!"&n "# di'rei"n "r #reed"! ha he 'erver ha' " &'"!i>e he 'ervie i'

he de%ree "# diver%ene ha i' all";ed a eah 'ervie pr"e''

)he ;" di!en'i"n' "# "!ple=i and diver%ene, #"r e=a!ple, all"; &' " reae a

!ar:e+p"'ii"nin% har #"r he #inanial 'ervie' ind&'r

10


11/62

-"r e=a!ple. A hair+'lin% 'al"n #"r !en repre'en' a hi%h+diver%ene 'rae%re'hapin% he radii"nal arerin% ind&'r

i%h+diver%ene i' haraeri>ed a' a nihe 'rae% ha 'ee:' "& &'"!er' ;h"

are ;illin% " pa e=ra #"r he per'"nali>ai"n

Narr";in% he '"pe "# a 'ervie 'peiali>in% i' a #"&'ed 'rae% ha re'&l' in

l"; "!ple=iReailin% reenl ha' 'een an e=pl"'i"n "# 'peial 'h"p' 'ellin% "nl "ne pr"d&,

'&h a' 'rae% " '&eed, he 'ervie "r pr"d& !&' e pereived a' ein%

&ni?&e "r "# ver hi%h ?&ali

)" %ain %reaer !ar:e penerai"n "r !a=i!i>e he reven&e #r"! eah &'"!er, a

'rae% "# addin% !"re 'ervie' an e iniiaed, reain% a 'r&&re ;ih hi%h

"!ple=i

-"r e%. '&per !ar:e' have ev"lved in" '&per '"re' hr"&%h he addii"n "#

an:in% 'ervie', #l";er 'h"p', "":', #""d preparai"n

Rep"'ii"nin% need n" e li!ied " han%e' in "nl "ne di!en'i"n "# he pr"e''

'r&&re 3Level "# diver%ene "r "!ple=i8

SER(ICE CONCEP)

Servie i' render #"r pr"#i p&rp"'e and n"n+pr"#i p&rp"'e

e%. 7an:, Airline', and 'h""l'

Servie i' direed " &'"!er' p"''e''i"n', !"ne pr"per, &'ine'' &'er'+

adveri'er', and in'&rane'

Servie an e per#"r!ed individ&al' 3h"&'eh"ld ;"r:8 !ahine' 3A)$8

,Individ&al'5 !ahine' 3a=i8

Servie i' a&all deed "r per#"r!ane

Inr"d&i"n.

Servie' are &'&all pereived a' inan%ile, invi'ile, peri'hale and

re?&irin% 'i!&lane"&' pr"d&i"n and "n'&!pi"n

Mhile %""d' are an%ile, vi'ile and '"rale and d"n re?&ire dire

inerai"n e;een he pr"d&er and he "n'&!er

De#inii"n.

/ A 'ervie i' an a "r per#"r!ane "# an e''eniall inan%ile na&re ha

d"e'n re'&l in he ";ner'hip "# a an%ile pr"d& "r "!!"di, &

'erve' " reae val&e and ene#i' #"r he &'"!er 2

Charaeri'i' "# 'ervie' Servie' are

Inan%ile

Invi'ile

Peri'hale

eer"%ene"&' in na&re

Cann" e 'eparaed 'ervie pr"vider'

Re?&ire' 'i!&lane"&' pr"d&i"n and "nepi"n

11


12/62

Na&re "# 'ervie'

Divided in" ae%"rie'

De%ree "# radaili

3E!"died 'ervie


13/62

)he 7a'i Servie Pa:a%e.

A di'ini"n e;een "re 'ervie' and peripheral 'ervie' i' "#en !ade

";ever, #"r !ana%erial rea'"n', i i' nee''ar " !a:e a di'ini"n a!"n%

hree %r"&p' "# 'ervie'. C"re 'ervieT

-ailiain% 'ervie' 3and %""d'8

S&pp"rin% 'ervie' 3and %""d'

Di##erenial

)he "re 'ervie i' he rea'"n #"r ein% "n he !ar:e -"r a h"el i i'

l"d%in% and #"r an airline, ran'p"rai"n A #ir! !a al'" have !an "re

'ervie' In "rder " !a:e i p"''ile #"r &'"!er' " &'e he "re 'ervie

'"!e addii"nal 'ervie' are "#en re?&ired Reepi"n 'ervie' are needed in

a h"el, and he:+in 'ervie' are re?&ired #"r air ran'p"rai"n S&h

addii"nal 'ervie' are alled #ailiain% 'ervie', ea&'e he #ailiae he

&'e "# he "re 'ervie

)he hird pe "# 'ervie' are alled '&pp"rin% 'ervie' )he'e, li:e

#ailiain% 'ervie', are al'" a&=iliar 'ervie', & he #&l#ill an"her

!i''i"n

S&pp"rin% 'ervie' d" n" #ailiae he "n'&!pi"n "r &'e "# he "re 'ervie,

& are &'ed " inrea'e he val&e and


14/62

Inan%iili. la: "# an%ile a''e' ha an e 'een,"&hed,"r '!elled pri"r " he

p&rha'e

)he 'rae%ie' are. 're''in% an%ile &e'

*'in% per'"nal '"&re' "# in#"r!ai"n

Si!&lain% ;"rd+"#+!"&h "!!&niai"n Creain% a 'r"n% "rp"rae i!a%e

En"&ra%in% e!pl"ee' " "!!&niae ;ih &'"!er'

Peri'h aili

Inaili "# a 'ervie " e inven"ried "r '"red

Servie' !&' devel"p 'rae%ie' " "pe ;ih #l&&ain% de!and

)hi' %"al an e a"!pli'hed !a:in% 'i!&lane"&' adj&'!en' in

de!and, '&ppl and apai

De!andF'&pplFapai

EN(IRON$EN) S)RA)EGIES

Envir"n!en 'rae%ie' ";ard' devel"pin% and !ainainin% '&'ainale

relai"n'hip di##er #r"! "ne "r%ani>ai"n " an"her dependin% "n erain

#a"r'

1 Na&re "# &'ine''.3'ervie pr"vider, a?&a ;aer "!pan8

@ I' 'i>e.3pr"vi'i"n '"re',depar!en'"re'8

*NI)+II

SER(ICE DESIGN.

IND*S)RIALI4A)ION IN $AN*-5SER(ICES

Servie 'e"r i' !"re di##i&l han #"r !ana&rin% ea&'e "# he

haraeri'i' "# inan%iili, peri'h aili, in'eparaili, 5 variaili

)an%iili all";' !ana&rer' " pr"d&e %""d' a #a"rie' hen 'ell he!

" "n'&!er'

7ea&'e 'ervie' are inan%ile, he ann" e !a'' pr"d&ed

G""d' an e inven"ried 5'"red a#er pr"d&i"nT 'ervie' ann" ea&'e

"# peri'h aili

)he 'eparai"n "# pr"d&i"n 5"n'&!pi"n all";' pr"d&er' "# %""d' "

&'e !a'' pr"d&i"n and e"n"!ie'+"#+'ale 7ea&'e 'ervie' 5"n'&!er'

"# 'ervie' "# 'ervie' are in'eparale, he ann" e pr"d&ed &nil he"n'&!er' are read " "n'&!e he!

Pr"vidin% "n'i'en ?&ali i' di##i&l #"r 'ervie' ea&'e "# he

haraeri'i "# variaili

Ne; Servie Devel"p!en-&nda!enall, here are n" di##erene' e;een 'ervie and !ana&rin%

"perai"n'U 7"h are "nerned ;ih.

14


15/62

E##iien

E##eivene''

&ali

C"'

Servie 7l&eprinin%.

SER(ICE DELI(ERB

Availaili "# 'ervie 3"ne 'ie, !&liple 'ie8

Na&re "# deliver3"nin"&',di'ree8

)pe "# "n'&!pi"n 3independen,"lleive,"h8

All"ai"n "# apai

3re'ervai"n, "rder+"#+ arrival ,pre#erenial8

SER(ICE PACAGE.

I i' de#ined a' a &ndle "# %""d' and 'ervie' ha i' pr"vided in '"!e

envir"n!en)here are #ive #ea&re' S&pp"rin% #aili.3h"'pial8

-ailiain% %""d'.3"n'&!ed he &er8

In#"r!ai"n3inl&de paien !edial re"rd'8

E=plii 'ervie'3a'ene "# pain a#er a ""h i' repaired8

I!plii 'ervie'3;"rr+#ree a&" repair8

E(AL*A)ING )E PACAGE.

15


16/62

S&pp"rin% #aili.+l"ai"n, ineri"r de"rain% ,'&pp"rin% e?&ip!en

,arhie&ral appr"priaene'', #aili la"&

-ailiain% %""d'.+"n'i'en, ?&ani ,'elei"n

E=plii 'ervie' .rainin% "# 'ervie per'"nnel ,"!prehen'ivene'', "n'i'en

,availaili

I!plii 'ervie' .ai&de "# 'ervie ,a!"'phere, ;aiin%, 'a&' ,'en'e "# ;ell+

ein%, priva and 'e&ri ,"nveniene

NA)*RE O- SER(ICE AC).

PEOPLE

)INGS

Servie' direed a pe"ple'

"die'. ealhare,

7ea&,Re'a&ran'

Servie' direed a %""d' and

"her ph'ial p"''e''i"n' .

Repair 5 $ainenane,

(eerinar are

Servie' direed a pe"ple'

!ind'. Ed&ai"n, )heaer',

$&'e&!'

Servie' direed a inan%ile

a''e' . 7an:in%, A"&nin%

RELA)IONSIP MI) C*S)O$ERS

)pe "# Relai"n'hip e;een Servie Or%ani>ai"n

5 i' C&'"!er' (' Na&re "# Servie Deliver

CON)IN*O*S DELI(ERB O- SER(ICE

DISCRE)E )RANSAC)IONS

$E$7ERSIP RELA)IONSIP .

INS*RANCE,7ANING

NO RELA)IONSIP .

RADIO S)A)ION,

LIG) O*SE,P*7LIC

IGMAB

LONG+DIS)ANCE PONE CALLS,

AIRLINE -RE*EN) -LBER

)OLL IGMAB,

PAB PONE

16


17/62

Srae%i Servie (i'i"n

)he p&rp"'e and plae "# a 'ervie #ir! in a !ar:e e%in' ;ih an enreprene&r'

idea and an &n!e need

)" #"r!&lae a 'rae%i 'ervie vi'i"n, he a'i ae%"rie' inl&de 'ervie deliver

''e!, "perain% 'rae%, 'ervie "nep, and ar%e !ar:e ''e!'

)ar%e !ar:e 'e%!en' . $ar:e " iner+'ae raveler' ;ih arr+"n l&%%a%e ;h"

are &rrenl drivin% a&" and


18/62

Plane pr"vide' in#inie p"''iiliie' "& an !"ve in an direi"n repre'ened

VB ""rdinae' 3'"!ei!e' alled he lai&de and he l"n%i&de8 Di'ane e;een

l"ai"n' i' !ea'&red in ;" ;a'.

E&lidian !eri "r ve"r &'in% Pha%"rean he"re!

$er"p"lian !eh"d !"re li:e a %rid ravel in a i, ;here ;e !"ve a

ri%h an%le

9-3

Location on a Plane

Y

Destination j

Yj Euclidean

Origin i

Metropo!t"#

0Xi Xj

Yi

V

Geographic RepresentationGeographic Representation

L"ai"n "n a ne;"r:.

I i' haraeri>ed a '"l&i"n 'pae ha i' re'ried " he n"de' "# ha ne;"r:

E=a!ple, a hi%h;a ''e! "&ld e "n'idered a ne;"r: ;ih !aj"r hi%h;a

iner'ei"n' a' n"de'

)he ar' "# he ne;"r: repre'en ravel di'ane 3"r i!e8 e;een pair' "# n"de',

al&laed &'in% he 'h"re' r"&e

18


19/62

Ne;"r:' an repre'en !"re a&rael he %e"%raphi &ni?&ene'' "# an area 3e%,

he ravel re'rii"n' a&'ed river ;ih #e; rid%e' "r !"&nain"&' errain8

*n#"r&nael, he "' "# %aherin% he ravel i!e' e;een n"de' an e

pr"hiiive

$&li'ie l"ai"n.

L"ai"n "# a 'in%le #aili i' ea' and an e '"lved &'in% !ahe!ai' #"r an

"pi!al l"ai"n

";ever, !eh"d' &'ed " l"ae a 'in%le #aili d" n" %&aranee "pi!al re'&l'

;hen ;e &'e he! " #ind '"l&i"n #"r !&li'ie l"ai"n pr"le! )hi' "!ple=i i'

added .

De!and paern a di##eren 'ie' i' di##eren

Capai !ae di##eren a di##eren 'ie'

Servie' a di##eren 'ie' !ae hierarhial and iner+dependen, e=a!ple

privae ph'iian' and lini' "##er pri!ar are, %eneral h"'pial' pr"videpri!ar are pl&' h"'piali>ai"n, and healh ener' add 'peial rea!en

apailiie'

Opi!i>ai"n Crieria.

Crieria #"r l"ai"n !a=i!i>ai"n di##er a'ed "n privae "r p&li ";ner'hip

Privae 'e"r

In privae 'e"r, he l"ai"n dei'i"n i' %"verned eiher !ini!i>ai"n "#

"' 3e% in he a'e "# l"ain% di'ri&i"n ener'8 "r !a=i!i>ai"n "#pr"#i 3e% in he a'e "# l"ain% reail l"ai"n'8

)pial pr"le! here ;"&ld #"&' "n he rade+"## e;een "' "# &ildin%

and "perain% #ailiie' ver'&' "' "# ran'p"rai"n E=a!ple, ;areh"&'e

l"ai"n pr"le!

)hi' !"del !ae applied in 'ervie', ;hen he dei'i"n i' " l"ae 'ervie'

li:e "n'&lin%, a&diin%, la;n are 'ervie' ;hih re?&ire "& " ravel "

he &'"!er

Mhen he "n'&!er ravel' " he #aili, n" dire "' i' in&rred he

pr"vider In'ead, di'ane e"!e' a arrier re'riin% p"enial "n'&!er

de!and and he "rre'p"ndin% reven&e %eneraed

P&li 'e"r rieria

In l"ain% p&li #aili, he dei'i"n' are %"verned he need' "#

he '"ie a' a ;h"le

L"ai"n dei'i"n' are "!pliaed he la: "# a%ree!en "n %"al'

and he di##i&l "# !ea'&rin% ene#i' in d"llar' " !a:e rade+"##'

;ih #aili inve'!en

19


20/62

7ea&'e he ene#i' "# a p&li 'ervie are di##i&l " de#ine "r

?&ani# direl, '&'i&e !ea'&re "# W&ili !a=i!i>ai"n are

&'ed

*ili ;ill e !a=i!i>ed i# pe"ple have " ravel le'' " reah a

p&li #ailiT "r !"re pe"ple an ravel " he p&li #aili

E##e "# rieria "n l"ai"n.

$a=i!i>e &ili>ai"n

$a=i!i>e he "al n&!er "# vi'i' " he healh are ener

)he ener 'h"&ld e l"aed in i C, ea&'e i "nain' a lar%e n&!er "#

elderl pe"ple #"r ;h"! di'ane i' a 'r"n% deerren

$ini!i>e di'ane per apia

$ini!i>e he avera%e di'ane per apia " he l"'e' ener

Ci 7 'h"&ld e 'eleed, ea&'e i i' enrall l"aed e;een he ;"

lar%e iie'

$ini!i>e di'ane per vi'i $ini!i>e he avera%e per+vi'i ravel di'ane " he neare' ener

Ci A 'h"&ld e 'eleed a' i ha' he lar%e' p"p&lai"n and ha' he !"'

!"ile and #re?&en &'er' "# healh are

E##e "# Opi!i>ai"n Crieria.

1 $a=i!i>e *ili>ai"n

3Ci C. elderl #ind di'ane a arrier8

@ $ini!i>e Di'ane per Capia

3Ci 7. enrall l"aed8 $ini!i>e Di'ane per (i'i

3Ci A. !an #re?&en &'er'8

E'i!ai"n "# Ge"%raphi De!and.

De#ine he )ar%e $ar:e

)" #"rea' de!and, ;e need " de#ine ar%e p"p&lai"n Me &'e pa'

re"rd' " pr"je #&&re de!and

Sele a *ni "# Area

)" #"rea' , ;e need " de#ine %e"%raphi &ni' a'ed "n @ #a"r'

*ni !&' e lar%e en"&%h " "nain a 'a!ple 'i>e re?&ired #"r

e'i!ain% de!and

Me 'h"&ld n" have '" !an %e"%raphi &ni', ha ;e ann" d"

al&lai"n' &'in% "&r "!p&in% p";er

E'i!ae Ge"%raphi De!and

Re%re''i"n anal'i'

$ap Ge"%raphi De!and "n a hree di!en'i"nal !ap

20


21/62

" pr"vide a vi'&al repre'enai"n "# he %e"%raphi di'ri&i"n

-aili l"ai"n ehni?&e.

Sin%le #aili "n a line

S&pp"'e "& ;an " #ind a l"ai"n ha ;"&ld !ini!i>e he avera%e ;al:

" "&r "ne''i"n #r"! an;here "n he eah

L"ae in he ener i# he p"p&lai"n i' e?&all divided

I# p"p&lai"n den'i i' di##eren, hen l"ae he !edian ;r " he

den'i di'ri&i"n "# he aher'

SER(ICE *ALI)B

CONCEP) O- SER(ICE *ALI)B

)he are.'ervie ?&ali i' !"re di##i&l #"r he "n'&!er " eval&vae han he

?&ali "# a %""d

Servie ?&ali i' a'ed "n he "n'&!er' perepi"n "# he "&"!e "# he 'ervie

and heir eval&ai"n "# he pr"e'' ;hih he 'ervie ;a' per#"r!ed

Servie ?&ali perepi"n' re'&l #r"! a "!pari'"n "# ;ha he "n'&!er

e=peed pri"r " he 'ervie and he pereived level "# 'ervie reeived

Servie &ali De#inin% 'ervie ?&ali i' !"re di##i&l han de#inin% !ana&rin% ?&ali

E=peai"n v' Perepi"n

E=peai"n v' Per#"r!ane

Gap' in Servie &ali

21


22/62

)he a'i priniple' are.

+KServie ?&ali i' !"re di##i&l " !ea'&re he ?&ali "# a %""d'

+KServie ?&ali i' a'ed "n he "n'&!er' perepi"n

+KServie ?&ali i' he di##erene e;een he "&"!e "# he 'ervie5 ;ha he

&'"!er e=peed pri"r " he 'ervie

SER(ICE CARAC)ERIS)ICS

1 Searh ?&aliie'

@ E=periene ?&aliie'

Credene ?&aliie'

SEARC *ALI)IES

I inl&de' ie!' a' "l"r,'le,#i,#eel,'!ell 5 prie

C"n'&!er %""d' '&h a' 'h"e',jean' are hi%h in 'earh ?&aliie'

22


23/62

7&'ine'' %""d' '&h a' ra; !aerial', "!p"nen par' are hi%h in 'earh

?&aliie'

)he'e are ari&e' ha "n'&!er' an eval&ae pri"r " p&rha'in% a

'ervie "r %""d'

EVPERIENCE *ALI)IES C"n'&!er %""d' and 'ervie' hi%h in e=periene ?&aliie' are #""d, aerin%

'ervie', !eal' e

7&'ine'' 'ervie' hi%h in e=periene ?&aliie' inl&de la;n 'ervie', deliver

'ervie'

)he'e are ari&e' ha "n'&!er' an eval&ae "nl d&rin% "r a#er he

"n'&!pi"n pr"e''

CREDANCE *ALI)IES

C"n'&!er 'ervie' a' ' a"&nan 'ervie', ed&ai"n are e=a!ple' "#

'ervie'

7&'ine'' 'e"r a' "n'&lin% 'ervie', #inanial 'ervie', adveri'in% 'ervie' )he'e ari&e' ha "n'&!er' have di##i&l in eval&ain% even a#er he

"n'&!pi"n i' "!plee

PERCEP)ION (' EVPEC)A)IONS

Perepi"n i' a di##erene e=i'' di##erene e;een he level "# ?&ali

&'"!er' a&all reeived and ;ha he pereive he reeived

)" &'"!er ;h" are eval&ain% he ?&ali "# a 'ervie, i i' heir perepi"n

ha "&n', n" ;ha he 'ervie pr"vider hin:'

$EAS*RING SER(ICE *ALI)B

Mhen eval&ain% 'ervie ?&ali "n'&!er' e=a!ine #ive di!en'i"n'.

)an%ile'. inl&de he 'ervie pr"vider' ph'ial #ailiie', heir e?&ip!en,

and he appearane "# 'ervie #ir!' e!pl"ee'

Reliaili. I i' he aili "# he 'ervie #ir! " per#"r! he 'ervie

pr"!i'ed dependal and a&rael

Re'p"n'ivene''. I i' he ;illin%ne'' "# he #ir!' 'a## " help &'"!er' and

" pr"vide he! ;ih pr"!p 'ervie

A''&rane. I re#er' " he :n";led%e and "&re' "# he "!pan'

e!pl"ee' and heir aili " in'pire r&' and "n#idene in he &'"!er

";ard he "!pan

E!pah. )he arin%, individ&ali>ed aeni"n he 'ervie #ir! pr"vide' eah

&'"!er

A $ODEL O- SER(ICE *ALI)B

)" eval&ae he ?&ali "# 'ervie, "n'&!er' ;ill "!pare he 'ervie he

reeived ;ih he 'ervie he e=peed

I# he 'ervie ?&ali ;ere " e al&laed !ahe!aiall, he #"r!&la

;"&ld e P+E, ;ih P ein% he "n'&!er' pereived level "# 'ervie reeived

and E ein% he "n'&!er e=peai"n' pri"r " he 'ervie

23


24/62

A ne%aive n&!er indiae' ha e=peai"n' ;ere n" !e

A p"'iive n&!er indiae' "n'&!er e=peai"n' ;ere e=eeded

S"pe "# 'ervie ?&ali

A "!prehen'ive vie; "# he 'ervie ''e! i' nee''ar " ideni# he

p"''ile !ea'&re' "# 'ervie ?&ali *'e healh are deliver a' "&r e=a!ple 'ervie.

1C"nen3Sandard pr"ed&re' ein% #"ll";edQ8

@Pr"e''3I' he 'e?&ene "# even' in 'ervie pr"e'' appr"priaeQ8

Sr&&re3Ph'ial #ailiie'5 "r%ani>ai"nal de'i%n ade?&ae #"r he

'ervieQ8

"&"!e3I' &'"!er 'ai'#iedQ8

i!pa3L"n% ran%e e##e "# 'ervie "n "n'&!erQ8

GAP )EORB

Gap "ne i' he di##erene e;een ;ha &'"!er' e=pe #r"! 'ervie and

;ha !ana%e!en elieve' &'"!er' e=pe #r"! a 'ervie

Gap ;" i' he di##erene e;een !ana%e!en' perepi"n "# "n'&!er

e=peai"n' "# a 'ervie and he 'ervie ?&ali 'pei#iai"n'

GAP

Gap hree i' he di##erene he 'ervie ?&ali 'pei#iai"n' #"r a 'ervie and

he deliver "# h"'e 'pei#iai"n' he 'ervie pr"vider

Gap #"&r i' he di##erene e;een he 'ervie ha ;a' delivered and he

e=ernal "!!&niai"n' "# he #ir!

Gap #ive i' he '&! "# %ap' "ne hr"&%h #"&r and i' he "verall "!pari'"n "#

;ha "n'&!er' e=peed #r"! he 'ervie pr"vider and heir perepi"n "#

he 'ervie he reeived #r"! he 'ervie pr"vider A "F he 'ervie !e e=peai"n'

A Hve Fhe 'ervie e=eeded he e=peai"n'

A ve F he 'ervie did n" !ee he "n'&!er' e=peai"n'

)he 'ervie envir"n!en 3"r 'ervie'ape8 "n'i'' "# #"&r di!en'i"n'.

1Ideni# he #ir!' "perai"nal p"'ii"n

@ Ideni# he appr"priae 'ervie'ape p"'ii"n

Ideni# he de'ired ehavi"r' " e eliied he 'ervie'ape

Ideni# 'ervie'ape #a"r' ha ;ill enhane he de'ired ehavi"r'

CO$PONEN)S O- SER(ICE EN(IRON$EN)

Ph'ial #aili. E=eri"r 5 ineri"r "# a #aili ;ih all "# i' #&rni'hin%',

e?&ip!en,5 dX"r

L"ai"n. Ph'ial l"ai"n "# he #aili

A!ien "ndii"n'. Inan%ile ele!en' "# a 'ervie envir"n!en '&h a'

'"&nd, e!pera&re 5 dX"r

24


25/62

Inerper'"nal "ndii"n'. Inerai"n' e;een &'"!er' 5 'ervie

per'"nnel

)he 'ervie'ape #"r a 'el# 'ervie "perai"n pla' a enral r"le in %&idin%

&'"!er ehavi"r hr"&%h he &'e "# 'i%na%e and in&iive de'i%n "#

iner#ae' -"r re!"e 'ervie', e!pl"ee 'ai'#ai"n, !"ivai"n and "perai"nal

e##iien are he pri!ar ph'ial de'i%n "jeive' ea&'e &'"!er' d"

n" vi'i he 'ie ph'iall

Iner+per'"nal 'ervie' are he !"' hallen%in% ea&'e '"ial inerai"n'

e;een e!pl"ee' and &'"!er' and a!"n% &'"!er' 'h"&ld e

#ailiaed he 'ervie'ape

SER(ICESCAPE -RA$EMOR

A !i= "# envir"n!enal di!en'i"n' "n'i'in% "# a!ien "ndii"n',

'pae


26/62

)he inerai"n e;een "na per'"nnel and he &'"!er ha' he ele!en

"# pereived "nr"l "h parie'

)he "na pe"ple ;an " "nr"l he ehavi"r "# he &'"!er " !a:e

heir ";n ;"r: !"re !ana%eale5 le'' 're''#&lENCO*N)ER DO$INA)ED 7B )E SER(ICE ORGANISA)ION

)hree parie' %ain !&h ;"r:in% "%eher " reae a 'ervie en"&ner

)" #"ll"; a "' leader'hip 'rae%, an "r%ani>ai"n !a 'andardi>e 'ervie

deliver i!p"'in% 'ri "perain% pr"ed&re'

C&'"!er' are pre'ened ;ih a #e; 'andard 'ervie "pi"n' #r"! ;hih "

h""'e, and per'"nali>ed 'ervie i' n" availale

CON)AC) PERSONNEL+DO$INA)ED ENCO*N)ER

Servie per'"nnel ae!p " li!i he '"pe "# he 'ervie en"&ner heir

";n 're'' in !eein% de!andin% &'"!er'

Mhen "na per'"nnel are plaed in an a&"n"!"&' p"'ii"n, he pereive

a 'i%ni#ian de%ree "# "nr"l "ver &'"!er'

)he &'"!er i' e=peed " plae "n'iderale r&' in he "na' per'"n'j&d%!en ea&'e "# he 'ervie pr"vider' pereived e=peri'e

C*S)O$ER+DO$INA)ED ENCO*N)ER

)he e=re!e' "# 'andardi>ed and &'"!i>ed 'ervie' repre'en

"pp"r&niie' #"r &'"!er' " "nr"l he en"&ner

-"r 'andardi>ed 'ervie', 'el# 'ervie i' an "pi"n ha %ive' &'"!er'

"!plee "nr"l "ver he li!ied 'ervie ha i' pr"vided E%, Sel# 'ervie

%a'"line 'ai"n+redi ard reader+ need n" inera

)he re'&l an e ver e##iien and 'ai'#in% " he &'"!er ;h" need' "r

de'ire' ver lile 'ervie

SER(ICE PRO-I) CAIN.

)hi' pr"p"'e' a relai"n'hip ha lin:' pr"#iaili, &'"!er l"al, 'ervie

val&e " e!pl"ee 'ai'#ai"n, apaili and pr"d&ivi

Sai'#ied, "!!ied, apale and pr"d&ive e!pl"ee' reae 'ervie val&e

Inernal ?&ali drive' e!pl"ee 'ai'#ai"n 3envir"n!en+e!pl"ee' ;"r:+

re;ard'8

E!pl"ee 'ai'#ai"n drive' reeni"n and pr"d&ivi

In 'ervie j"', he real "' "# e!pl"ee &rn"ver i' he l"'' "# pr"d&ivi

and derea'ed &'"!er 'ai'#ai"n In per'"nali>ed 'ervie #ir!', l"; e!pl"ee &rn"ver i' lin:ed l"'el " hi%h

&'"!er 'ai'#ai"n

)he "' "# l"'in% a val&ed r":er a a 'e&riie' #ir! i' !ea'&red l"'' "#

"!!i''i"n' #r"! he &'"!er'

E$PLOBEE RE)EN)ION 5 PROD*C)I(I)B DRI(ES SER(ICE (AL*E.

26


27/62

C&'"!er perepi"n' "# val&e are ver hi%h even h"&%h he "r%ani>ai"n

3Airline'8 d"e' n" a''i%n 'ea', "##er !eal';ih "her airline'

C&'"!er' plae hi%h val&e "n #re?&en depar&re', "n+i!e 'ervie, #riendl

e!pl"ee' and ver l"; #are'

)he'e l"; #are' are p"''ile ea&'e hi%hl rained e!pl"ee' an per#"r!

'everal j"' and he an &rn ar"&nd an airra# a he %ae le'' han 1!in&e'

)he e=en "# hi' inernal devel"p!en "# 'ervie e!pl"ee' i' alled Whe

le "# apaili

SER(ICE (AL*E DRI(ES C*S)O$ER SA)IS-AC)ION.

C&'"!er val&e i' !ea'&red "!parin% re'&l' reeived " "al "''

in&rred in "ainin% he 'ervie

An in'&rane "!pan reae' &'"!er val&e pr"e''in% and pain%

lai!' ?&i:l and ;ih lile p"lih"lder e##"r

Li:e, 'endin% a ea! " he 'ene "# !aj"r aiden' and pr"e'' lai!'

i!!ediael, pr"vide '&pp"r 'ervie', red&e le%al "'' and a&all plae!"re !"ne in he hand' "# inj&red parie'

C*S)O$ER SA)IS-AC)ION DRI(ES C*S)O$ER LOBAL)B.

Mhen Ver"= C"rp p"lled i' &'"!er' &'in% a #ive+p"in 'ale ran%in% #r"!

/e=re!el 'ai'#ied2 " /ver 'ai'#ied,2 i di'"vered ha /ver 'a'i#ied2

&'"!er' ;ere 'i= i!e' !"re li:el " rep&rha'e Ver"= pr"d&' and

'ervie' han h"'e ;h" ;ere j&' /'ai'#ied2

Ver"= alled he'e ver 'ai'#ied &'"!er' a' /ap"'le',2 ea&'e he

"nver he "her' " heir pr"d&

C*S)O$ER LOBAL)B DRI(ES PRO-I)A7ILI)B AND GROM).

)he ?&ali "# !ar:e 'hare, !ea'&red in er!' "# &'"!er l"al, de'erve'

a' !&h aeni"n a' he ?&ani "# 'hare

7ea&'e a peren inrea'e in &'"!er l"al an pr"d&e pr"#i inrea'e

#r"! @ " peren

*ALI)B -*NC)ION DEPLOB$EN).

)" pr"vide &'"!er inp& a he pr"d& de'i%n 'a%e, a pr"e'' alled

2?&ali #&ni"n depl"!en2 ;a' devel"ped in Japan and &'ed )""a

and i' '&pplier'

)he pr"e'' re'&l' in a !ari=, a' a /h"&'e "# ?&ali2, #"r a pari&lar

pr"d& ha relae' " en%ineerin% haraeri'i'

)he idea "# -D i' he elie# ha pr"d&' 'h"&ld e de'i%ned " re#le he

&'"!er' de'ire' and a'e', h&' he #&ni"nin% "# !ar:ein%, de'i%n

en%ineerin% and !ana&rin% !&' e ""rdinaed

7ENC$ARING.

27


28/62

)he praie "# "!parin% "ne' per#"r!ane ;ih ha "# "her #ir!' ha

are :n";n a' 2e' in la''2 ;hih a pr"e'' :n";n a' enh!ar:in%

-"r e%. Sin%ap"re airline' ha' a rep&ai"n #"r "&'andin% ain 'ervie,

-ederal e=pre'' #"r "n'i'en "verni%h deliver

MAL+)RO*G A*DI).

I i' a pr"e''+"riened '&rve %iven " &'"!er' and !an%er' " eval&ae

he perepi"n "# he &'"!er 'ervie e=periene

A ;al:+hr"&%h a&di 3;a8 i' a &'"!er+#"&'ed '&rve " &n"ver area'

#"r i!pr"ve!en

)he a&h"r devel"ped '&h a ;al:+hr"&%h a&di #"r #&ll+'ervie 'i d";n

re'a&ran

CO$PLAIN) $ANAGE$EN).

I an e &ndera:en &p"n &'"!er' v"l&nar "nri&i"n', alh"&%hhe end " e !"re ne%aive han p"'iive

)he d" pr"vide in#"r!ai"n a"& he e=re!e' "# deli%h and

di''ai'#ai"n

Criial iniden ehni?&e

Se?&enial iniden anal'i'

CRI)ICAL INCIDEN) )ECNI*E 3CI)8.

I ae!p' " ideni# he hin%' ha deli%h and di''ai'# &'"!er'

Criial india"r' are even' ha "nri&e ", "r dera #r"!, pereived

'ervie "r pr"d& per#"r!ane in a 'i%ni#ian ;a

18 A':' " &'"!er' hin: "# a i!e ;hen he #el ver plea'ed and 'ai'#ied

;ih he 'ervie


29/62

SIGEO SINGO elieved ha l";+ "', in+pr"e'', ?&ali+"nr"l

!ehani'!' and r"&ine' &'ed e!pl"ee' in heir ;"r: "&ld ahieve

?&ali ;ih"& "'l in'pei"n

e "'erved ha err"r' "&rred, n" ea&'e e!pl"ee' ;ere in"!peen,

& ea&'e "# inerr&pi"n' in r"&ine "r lap'e' in aeni"n

e adv"aed he ad"pi"n "# p":a+":e !eh"d', ;hih an e ran'laeda'2#""lpr""#2devie'

)he P":a+":e !eh"d' &'e he: li'' "r !an&al devie' ha d" n" le he

e!pl"ee !a:e a !i'a:e

Servie err"r' an "ri%inae #r"! "h 'erver and &'"!er

*NI)+I(

OPERA)ING SER(ICES

Servie "perai"nal plannin% and "nr"l +Pr"e'' Anal'i' +

Pr"e'' Si!&lai"n +Servie -aili L"ai"n +Capai

$ana%e!en in Servie' &e&in% !"del' + Maiin% Line'

Si!&lai"n + Bield !ana%e!en

OPERA)ING SER(ICES.

Servie "perai"n' an e direl a##eed he de'i%n "# he #aili

De'i%n and la"& repre'en he '&pp"rin% #aili "!p"nen "# he 'ervie

pa:a%e

G""d de'i%n and la"& enhane he 'ervie #r"! arain% &'"!er' " !a:in%

he! #eel !"re "!#"rale " en'&rin% heir 'a#e

Several #a"r' in#l&ene de'i%n.

18 )he na&re and "jeive' "# he 'ervie "r%ani>ai"n

@8 Land availaili and 'pae re?&ire!en' 8 #le=iili,8'e&ri,8ae'hei

#a"r', and 68he "!!&ni and envir"n!en

NA)*RE AND O7JEC)I(ES O- SER(ICE ORGANI4A)IONS .

)he na&re "# he "re 'ervie 'h"&ld diae he para!eer' "# i' de'i%n-"r e=. A#ire 'ai"n !&' have a 'r&&re ha i' lar%e en"&%h " h"&'e i' vehile',

"n+d& per'"nnel, and !ainenane e?&ip!en

7e"nd #&nda!enal re?&ire!en' de'i%n an "nri&e !&h !"re "" de#inin%

'ervie I an en%ender i!!ediae re"%nii"n a' in he a'e "# $D"nald' arhe'

29


30/62

E=ernal de'i%n al'" an pr"vide a l&e a"& he na&re "# he 'ervie in'ide

Appr"priaene'' "# de'i%n i' i!p"ran a' ;ell

A %a'"line 'ervie 'ai"n an e "n'r&ed "# ri%hl "l"red, pre#ariaed

'hee !eal

LAND A(AILA7ILI)B AND SPACE RE*IRE$EN)S.

+)he land ha i' availale #"r a 'ervie #aili "#en "!e' ;ih !an "n'rain','&h a' "'', >"nin% re?&ire!en' and a&al area

+G""d de'i%n !&' a"!!"dae all he'e "n'rain'

+ In an &ran 'ein%, ;here land i' a a pre!i&!, &ildin%' "nl an e e=panded

&p;ard, and "r%ani>ai"n' "#en !&' e=hii %rea reaivi in heir de'i%n' " &'e

a relaivel '!all 'pae e##iienl

-"r e=. in '"!e area' $D"nald' ha' in"rp"raed a 'e"nd+#l""r l"# " pr"vide

eain% 'pae

-LEVI7ILI)B. +S&e''#&l 'ervie' are dna!i "r%ani>ai"n' ha an adap "han%e' in he ?&ani and na&re "# de!and

+-le=iili an al'" alled /de'i%nin% #"r he #&&re2

+ &e'i"n' " addre'' d&rin% he de'i%n pha'e !i%h e.

+ "; an hi' #aili e de'i%ned " all"; #"r laer e=pan'i"n "#

pre'en 'ervie', and h"; an ;e de'i%n hi' #aili " a"!!"dae ne; and

di##eren 'ervie' in he #&&reQ

+De'i%nin% #"r he #&&re "#en an ran'lae in" #inanial 'avin%'

+ In "her in'ane', de'i%nin% #"r he #&&re !a re?&ire addii"nal

e=pen'e' iniiall, & i ;ill 'ave #inanial re'"&re' in he l"n% r&n

SEC*RI)B.

+S"!e "# he 'e&ri ehn"l"% i' "vi"&' " he raveler e=$"re '"phi'iaed arr+"n l&%%a%e =+ra 'anner', 2;ipe'2 "r i''&e' ha an

dee re'id&e "# dr&%' "r e=pl"'ive' "n he '&r#ae "# a%', and hand+held !a%nei

dee"r'

+In#"r!ai"n ehn"l"% pla' a vial r"le in pr"vidin% pr"#ile' "#

p"enial err"ri'', alh"&%h &'e "# pr"#ilin% i' pr"le!ai

+ S"!e airline' are !a:in% &'e "# /'!ar #ailiie'2 ha re"%ni>e

!a%nei ID ard' " "nr"l enrane "r, reenl, 'an' "# ee' " e'ali'h

ideni

+ Se&ri in #ailiie' an e enhaned in'allin% '&rveillanea!era'

+ /Grann a!'2 all"; #a!ilie' " !"ni"r he are ha i' %iven "

a paien in a n&r'in% h"!e, and /nann a!'2 all"; paren' " 'ee he are heir

hild reeive' #r"! a a'ier in he h"!e

AES)E)IC -AC)ORS 3vi'&al8.

30


31/62

C"!pare ;" 'h"ppin% rip' " '&e''#&l, &p'ale l"hin% '"re'

-ir', '"re a' ;e ener he #ine dre''e' l"hin% ra:', he la: "# r";din% "#

dre''e' "n he ra:', he "!pli!enar li%hin%, and he ver ;ell+%r""!ed

'ale'per'"n, ha i' read " 'erve i!!ediael

O&r 'e"nd '"re, ;e are "n#r"ned ale' are ra:' pa:ed a' #&ll a' p"''ile

;ih !"re l"hin% -iin% r""!' are '!all /'all'2 "n he 'h"; r""! #l""r and are e?&ipped ;ih "nl

"ne !irr"r

)hi' i' a lar%e ;areh"&'e pe "# '"re raher han a !"de'+'i>ed, 'erene, ele%an

plae " 'h"p

7"h '"re "##er araive, ?&ali l"hin% Me #eel ver di##eren in eah "ne and

heir re'peive de'i%n' have plaed an i!p"ran par 'hapin% "&r ai&de'

Clearl, he ae'hei a'pe' "# a de'i%n have a !ar:ed e##e "n he "n'&!er'

perepi"n' and ehavi"r', & al'" a##e "n he e!pl"ee' and he 'ervie he

pr"vide

La: "# aeni"n " ae'hei #a"r' d&rin% he de'i%n pha'e an lead " 'ervie

raher han " /'ervie ;ih a '!ile2

)E CO$$*NI)B AND EN(IRON$EN).

)he de'i%n "# a 'ervie #aili !a e "# %reae' i!p"rane ;here i a##e' he

"!!&ni and envir"n!en

a' he l"al dr leaner de'i%ned hi' "r her #aili " :eep ha>ard"&' he!ial'

"& "# he l"al envir"n!enQ

)hi' ill&'rae' h"; r&ial #aili de'i%n an e in %ainin% "!!&ni aepane

"# a 'ervie

4"nin% re%&lai"n' and !an p&li inere' %r"&p' al'" an pr"vide %&idane in

de'i%nin% 'ervie #ailiie' ha are "!paile ;ih heir "!!&niie' and

envir"n!en

*NI)+I(

SER(ICE OPERA)IONAL PLANNING AND CON)ROL.

Operai"nal plannin% and "nr"l i' "nerned ;ih he 'e?&enin%,

all"ai"n and "nr"l "# apai and en'&rin% he #l"; "# re'"&re' " !ee he

'hed&le

SE*ENCING AND ALLOCA)ION O- CAPACI)B.

$"' "perai"n' have r&le' "r p"liie' re%ardin% he all"ai"n "#apai S"!ei!e' he'e r&le' are relaivel in#"r!al, devel"ped "ver i!e in '&h

a ;a ha !"' &'"!er' are 'ai'#ied

)h"'e ;ih !"re v"l&!e and


32/62

Deide he pr"p"ri"n "# i!e ha he 'p"r' hall ;ill e "n#i%&red #"r eah

"# he aiviie'

A'erain he "pi!al 'hed&le #"r he'e aiviie' a'ed "n &'"!er

pre#erene

-"r e=. ad!in"n l&' !a pre#er )h&r'da evenin%' ;hile #ive+a+'ide

#""all !a e !"re p"p&lar "n -rida' Che: he 'hed&le #"r ea' "# ran'ii"n e;een aiviie' I !a e

relaivel ea' " !"ve #r"! enni' " ir&i rainin% ea&'e here are

relaivel #e; han%e' " !a:e, & han%in% #r"! ad!in"n " #""all

!i%h re?&ire !"re 'a## " !"ve and 'e &p e?&ip!en

Creae a "":in% 'hed&le #"r he vari"&' 'l"' " all"ae apai 3i!e'8 "

'pei#i &'"!er'

SIV EVA$PLES O- SE*ENCING R*LES.

-IRS) IN, -IRS) O*) 3-I-O8 OR -IRS) CO$E, -IRS) SER(ED.

)hi' i' he appr"ah &'ed !an "n'&!er 'ervie' )he lei'&re enre !a all"; &'"!er' " "": &p " ;" ;ee:' ahead #"r

ad!in"n #"r he )h&r'da evenin%

)hi' 'hed&lin% r&le i' 'i!ple and ha' he advana%e "# ein% pereived " e

#air " all p"enial &'"!er'

LAS) IN, -IRS) O*) 3LI-O8.

)here are rare "a'i"n' ;hen hi' r&le !a:e' 'en'e

)he 'e?&ene "# l"adin% a deliver r&: ;"&ld #"ll"; LI-O 'hed&lin% '"

ha #ir' all ;"&ld e " deliver he %""d' l"'e' " he ail%ae "# he l"rr

$OS) (AL*A7LE C*S)O$ER -IRS).

)he lei'&re enre !a all"; he l"al #""all l& " have earl ae'' "

erain par' "# he #"r;ard 'hed&le and " Wl": "": apai #"r

rainin%

I# he l& need' " have he &'e "# he hall "n ever -rida #"r rainin%, hi'

repre'en' 'ead in"!e #"r he lei'&re enre, h"&%h !a e he '"&re "#

ann"ane #"r "her, '!aller "r%ani>ai"n' ha are e=l&ded #r"! &'in% he

hall #"r 'in%le "a'i"n'

$OS) CRI)ICAL -IRS).

E!er%en 'ervie' ad"p varian' "# hi' r&le, %radin% he na&re "# eah

de!and e;een riial and n"n+e''enial

Clearl, li#e+hreaenin% 'i&ai"n' all #"r i!!ediae ai"n and he'e

de!and' end " "verride all "her aiviie'

LEAS) MOR CON)EN) -IRS).

32


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In 'i&ai"n' ;here de!and #ar "&'rip' '&ppl, hi' r&le all";' !"re

&'"!er' " e 'ai'#ied ?&i:l

Airline he:+in de':' '"!e+i!e' "perae a ver'i"n "# hi' r&le, pr"vidin%

#a'er 'ervie #"r h"'e pa''en%er' ;ih hand a%%a%e "nl

)hi' !ean' ha he "al ?&e&e i' red&ed and #e;er &'"!er' ;ai

)he pr"le! ;ih hi' r&le i' ha '"!e &'"!er' ;ai #ar l"n%er hanhe ;"&ld &nder -I-O and are p"eniall !"re di''ai'#ied

$OS) MOR CON)EN) -IRS).

Mih aiviie' ha have l"n% pr"e'' lead+i!e' i !i%h 'ee!

pr&den " 'hed&le he a':' ;ih he l"n%e' i!e re?&ire!en

#ir'

)hi' !a n" al;a' e help#&l ea&'e, "ne 'ared, he'e a':'

!a e"!e l"' in a!"n% "her WMOR IN PROGRESS and

pr"%re'' a' #a' a' he "&ld

*'in% hi' r&le al"ne d"e' n" &'&all pr"d&e he e' per#"r!ane

a%ain' re?&ire!en dae'

PROCESS ANALBSIS.

)he aili " dia%ra! a pr"e'' ideni#ie' he "lene:

"perai"n, and deer!ine' he ''e! apaiie' are #&nda!enal

':ill' in !ana%in% 'ervie "perai"n' and !a:in% i!pr"ve!en'

OPERA)ION. A rean%le enl"'e' he "perai"n na!e and le

i!e3C)8

DECISION. A dia!"nd enl"'e' he "perai"n na!e and C)

MAI). A rian%le repre'en' &'"!er' ;aiin% "r inven"r "# %""d'

-LOM. An arr"; !"ve!en "# &'"!er', %""d' "r in#"r!ai"n

PROCESS )ER$INOLGB.

)he #"ll";in% pr"e''+anal'i' are de#ined and ill&'raed &'in% "&r !"r%a%e'ervie pr"e'' e=a!ple.

CBCLE )I$E. 3C)8 i' he avera%e i!e e;een "!plei"n' "# '&e''ive

&ni' -"r an "perai"n, C) i' he avera%e 'ervie i!e " per#"r! he

aivi -"r e=. C) i' he avera%e 'ervie i!e' " per#"r! he aivi )" 'e&re a

redi rep"r re?&ire' !in&e' "n avera%e I i' al'" applie' " a ;"r:

area in ;hih 'everal 'erver' are per#"r!in% he 'a!e "perai"n

7O))LENEC. I i' he #a"r ha li!i' pr"d&i"n *'&all he

"lene: i' he 'l";e' "perai"n In "&r e=. 3l"n%e'"perai"n8

33


34/62

PROCESS ANALBSIS

Sp&rred hi' &r%en, lien !ana%e!en and he

anal'' #ir' ideni#ied #"&r per#"r!ane !eri'.

1 Overall pr"d&ivi F la"r h"&r' '"ld Yavailale h"&r'

@ La"r &ili>ai"n F a&al h"&r' ;"r:ed Y

availale h"&r'

C&'"!er 'ai'#ai"n, a' !ea'&red '&rve'

%iven all deparin% &'"!er'

Overi!e F h"&r' re?&ired " 'ervie all

&'"!er' re%&larl 'hed&led ;"r:in% h"&r'

All he'e !eri' ;ere 'r"n%l and direl relaed

" he pr"le!' pr"v":in% he '&d

Ne=, ;ih e=en'ive help #r"! lien !ana%e!en,

he anal'' "n'r&ed a pr"e'' !ap A' a:%r"&nd,

'ervie' !a e "nvenienl la''i#ied in eiher "# ;"

;a' -r"! he &'"!er' vie;p"in, 'ervie '"&%h i'

eiher peri"di prevenive !ainenane 3:eep he vehile

in %""d "perain% "ndii"n8 "r de!and !ainenane

3re'"re he vehile " %""d "perain% "ndii"n8 -r"!

he 'ervie pr"vider' vie;p"in, 'ervie i' eiher a

!in"r repair 3'h"r d&rai"n8 "r a !aj"r repair 3l"n%

d&rai"n8 )piall, !in"r repair' are in'pei"n'T

!aj"r repair' are replae!en "r re'"raive ;"r: " "ne

"r !"re "# he vehile ''e!' li'ed previ"&'l )he

pr"e'' !ap "!pri'ed 'even pri!ar "perai"n'.

1 Reepi"n 3%ree he &'"!er and in?&ire in"

he !"ivai"n #"r he &'"!er' vi'i8,

@ In'pei"n 3e=a!ine he vehile " dee all

pr"le!' !eriin% aeni"n, p"''il e=endin%

and


35/62

C&'"!er appr"val 3e'i!ain% he repair "'

and "ainin% he &'"!er' appr"val " &ndera:e

he ;"r:8,

Cla''i#iai"n "# repair 3in" !aj"r "r !in"rT

"a'i"nall, "h pe' are re?&ired #"r "ne

vehile8, Per#"r!ane "# repair3'8,

6 -inal in'pei"n 3p"''il re?&irin% a 'h"r e'

drive, and erainl re?&irin% leanin% he vehile "#

%rea'e "r '!&d%e8,

Inv"iin% and illin% 3"llein% pa!en #r"!

he &'"!er and re&rnin% he vehile " he

&'"!er' &'"d and &'e8

Ne=, he pr"je ea! 3lien !ana%e!en and

anal''8 devel"ped #i'h"ne dia%ra!' 3Seven'"n

@008 " ideni# dire a&'e' "# he pr"le! )he'e

a&'e' ;ere ideni#ied a' l"; pr"d&ivi and l";&'"!er 'ai'#ai"n, a' 'h";n in -i%&re' 1 and @

el";

1 *'e "# an app"in!en ''e! &'"!er' are

e=peed " !a:e app"in!en' in advane

A /&e'i"nnaire -"r!2 ;a' &'ed " eval&ae

he &'"!er' "pini"n' "nernin%

i!ple!enai"n "# an app"in!en ''e! and al'"

" #ind he pre#erred i!e 'l"3'8 #"r 'erviin%

I!ple!enin% an app"in!en ''e! ;"&ld

pre'&!al %&aranee pr"per ;"r:#l"; "# he

"verall ''e!, ;hih in &rn ;"&ld en'&re pr"per

&ili>ai"n "# re'"&re' ene an app"in!en

''e! ;"&ld e e=peed " i!pr"ve

pr"d&ivi, e##iien "# la"r &ili>ai"n, and

&'"!er 'ai'#ai"n

@ Addii"nal rainin% "# 'ervie per'"nnel

Mih he ai! "# inrea'in% per'"nnel

e##iien, a vi%"r"&' per'"nnel+rainin% pr"%ra!

"&ld e i!ple!ened "n a peri"di a'i' S&h

an i!ple!enai"n pre'&!al ;"&ld derea'e

re;"r: and e=e''ive /;"r: in pr"e''2 )he'e

derea'e' ;"&ld hen i!pr"ve &ili>ai"n "#

re'"&re', red&e ;aiin% i!e "# he &'"!er',

and here i!pr"ve he "verall pr"d&ivi, la"r

e##iien, and &'"!er 'ai'#ai"n

E'ali'h!en "# #"r!al prevenive and prediive

!ainenane pr"ed&re'

35


36/62

In hi' 'enari", he 'ervie per'"nnel ;"&ld e

re?&ired " #"ll"; a dail leanin% 'hed&le "#

""l' and e?&ip!en pri"r " he end "# he da In

addii"n " hi' e=peai"n, a ;ee:l preveniveai"nZ'

h"ie "# ehn"l"%

DE-INI)ION:

36


37/62

Capai i' &'&all a''&!ed " !ean he !a=i!&! rae a ;hih a ran'#"r!ai"n

''e! pr"d&e' "r pr"e''e' inp&' S"!ei!e', hi' rae !a a&all e all a

"ne[a' ;ih he apai "# an airplane A !"re &'ale de#inii"n "# apai

;"&ld e he v"l&!e "# "&p& per elap'ed i!e and he pr"d&i"n apaili "# a

#aili

Capai plannin%i' he pr"e'' &'ed " deer!ine h"; !&h apai i' needed3and ;hen8 in "rder " !ana&re %reaer pr"d& "r e%in pr"d&i"n "# a ne;

pr"d&

A n&!er "# #a"r' an a##e apai[n&!er "# ;"r:er', aili "# ;"r:er',

n&!er "# !ahine', ;a'e, 'rap, de#e', err"r', pr"d&ivi, '&pplier',

%"vern!en re%&lai"n', and prevenive !ainenane Capai plannin% i' relevan

in "h he l"n% er! and he 'h"r er! ";ever, here are di##eren i''&e' a

'a:e #"r eah

LONG+)ER$ CAPACI)B PLANNING.

Over he l"n% er!, apai plannin% relae' pri!aril " 'rae%i i''&e' inv"lvin%

he #ir!Z' !aj"r pr"d&i"n #ailiie' In addii"n, l"n%+er! apai i''&e' are

inerrelaed ;ih l"ai"n dei'i"n'

)ehn"l"% and ran'#eraili "# he pr"e'' " "her pr"d&' i' al'" iner;ined

;ih l"n%+er! apai plannin% L"n%+er! apai plannin% !a ev"lve ;hen

'h"r+er! han%e' in apai are in'#iien -"r e=a!ple, i# he #ir!Z' addii"n

"# a hird 'hi# " i' &rren ;"+'hi# plan 'ill d"e' n" pr"d&e en"&%h "&p&,

and '&"nrain% arran%e!en' ann" e !ade, "ne #ea'ile alernaive i' " add

apial e?&ip!en and !"di# he la"& "# he plan 3l"n%+er! ai"n'8 I !aeven e de'irale " add addii"nal plan 'pae "r " "n'r& a ne; #aili 3l"n%+

er! alernaive'8

SOR)+)ER$ CAPACI)B PLANNING.

In he 'h"r er!, apai plannin% "nern' i''&e' "# 'hed&lin%, la"r 'hi#', and

alanin% re'"&re apaiie'

)he %"al "# 'h"r+er! apai plannin% i' " handle &ne=peed 'hi#' in de!and

in an e##iien e"n"!i !anner )he i!e #ra!e #"r 'h"r+er! plannin% i'

#re?&enl "nl a #e; da' & !a r&n a' l"n% a' 'i= !"nh'

Alernaive' #"r !a:in% 'h"r+er! han%e' in apai are #airl n&!er"&' and an

even inl&de he dei'i"n " n" !ee de!and a all

)he ea'ie' and !"' "!!"nl+&'ed !eh"d " inrea'e apai in he 'h"r er!

i' ;"r:in% "veri!e )hi' i' a #le=ile and ine=pen'ive alernaive Mhile he #ir!

ha' " pa "ne and "ne hal# i!e' he n"r!al la"r rae, i #"re%"e' he e=pen'e "#

hirin%, rainin%, and pain% addii"nal ene#i'

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Mhen n" &'ed a&'ivel, !"' ;"r:er' appreiae he "pp"r&ni " earn e=ra

;a%e' I# "veri!e d"e' n" pr"vide en"&%h 'h"r+er! apai, "her re'"&re+

inrea'in% alernaive' are availale )he'e inl&de addin% 'hi#', e!pl"in% a'&al

"r par+i!e ;"r:er', he &'e "# #l"ain% ;"r:er', lea'in% ;"r:er', and #ailiie'

'&"nrain%

-ir!' !a al'" inrea'e apai i!pr"vin% he &'e "# heir re'"&re' )he !"'"!!"n alernaive' in hi' ae%"r are ;"r:er r"'' rainin% and "verlappin% "r

'a%%erin% 'hi#' $"' !ana&rin% #ir!' inven"r '"!e "&p& ahead "#

de!and '" ha an need #"r a apai han%e i' a'"red he inven"r #er

-r"! a ehnial per'peive, #ir!' !a iniiae a pr"e'' de'i%n inended "

inrea'e pr"d&ivi a ;"r: 'ai"n' $ana&rer' an al'" 'hi# de!and "

av"id apai re?&ire!en #l&&ai"n a:l"%%in%, ?&e&in% de!and, "r

len%henin% he #ir!Z' lead i!e' Servie #ir!' a"!pli'h he 'a!e re'&l' hr"&%h

'hed&lin% app"in!en' and re'ervai"n'

A !"re reaive appr"ah i' " !"di# he "&p& Sandardi>in% he "&p& "r

"##erin% "!pli!enar 'ervie' are e=a!ple'

In 'ervie', "ne !i%h all"; &'"!er' " d" '"!e "# he pr"e'' ;"r: he!'elve'3e%, 'el#+'ervie %a' 'ai"n' and #a'+#""d re'a&ran'8 An"her alernaive[

red&in% ?&ali[i' an &nde'irale e viale ai

$!#"%& t'e (!r) )"% "tte)pt to )o*!(% *e)"#*+ C'"#,!#, t'e pr!e "#* pro)ot!#, t'e

pro*.t "re o))o#+ A#ot'er "ter#"t!/e ! to p"rt!t!o# *e)"#* % !#!t!"t!#, " %!e* or

re/e#.e )"#",e)e#t %te)+ t!!t!e "o report .e !# '!(t!#, *e)"#* % t'e .e

o( o((-pe" pr!!#,+

CAPACI)B+PLANNING )ECNI*ES.

)here are #"&r pr"ed&re' #"r apai plannin%T

Capai plannin% &'in% "verall #a"r' 3CPO-8, apai ill', re'"&re pr"#ile',

and apai re?&ire!en' plannin% 3CRP8 )he #ir' hree are r"&%h+&

appr"ahe' 3inv"lvin% anal'i' " ideni# p"enial "lene:'8 ha an e &'ed

;ih "r ;ih"& !ana&rin% re'"&re plannin% 3$RP8 ''e!' CRP i' &'ed in

"nj&ni"n ;ih $RP ''e!'

Capai &'in% "verall #a"r' i' a 'i!ple, !an&al appr"ah " apai plannin%

ha i' a'ed "n he !a'er pr"d&i"n 'hed&le and pr"d&i"n 'andard' ha

"nver re?&ired &ni' "# #ini'hed %""d' in" hi'"rial l"ad' "n eah ;"r: ener

Capai re?&ire!en' plannin% 3CRP8 i' "nl appliale in #ir!' &'in%

$RP "r $RP II CRP &'e' he in#"r!ai"n #r"! "ne "# he previ"&' r"&%h+& !eh"d', pl&'

$RP "&p&' "n e=i'in% inven"rie' and l" 'i>in%

)he re'&l i' a a&lar l"ad rep"r #"r eah ;"r: ener "r a %raphial l"ad

pr"#ile #"r helpin% plan+pr"d&i"n re?&ire!en'

38


39/62

)hi' ;ill indiae ;here apai i' inade?&ae "r idle, all";in% #"r

i!alane' " e "rreed 'hi#' in per'"nnel "r e?&ip!en "r he &'e "#

"veri!e "r added 'hi#'

-inie apai 'hed&lin% i' an e=en'i"n "# CRP ha 'i!&lae' j" "rder

'"ppin% and 'arin% " pr"d&e a deailed 'hed&le ha pr"vide' a 'e "#'ar and #ini'h dae' #"r eah "perai"n a eah ;"r: ener

A #ail&re " &nder'and he riial na&re "# !ana%in% apai an lead " ha"'

and 'eri"&' &'"!er 'ervie pr"le!'

I# here i' a !i'!ah e;een availale and re?&ired apai, adj&'!en' 'h"&ld

e !ade ";ever, i 'h"&ld e n"ed ha #ir!' ann" have per#el+alaned

!aerial and apai plan' ha ea'il a"!!"dae e!er%en "rder' I# #le=iili

i' he #ir!Z' "!peiive pri"ri, e=e'' apai ;"&ld

De#inii"n.

arni and aner in An en%ineerin% ""l #"r he "nep&al de'i%n "# 'ervie

''e!' #ir' pr"vide a %eneral de#inii"n "# a ''e!, and hen 'pei# he

di'inive haraeri'i' "# a 'ervie ''e!2

A ''e! i' an "r%ani>ed 'e "# "je' ;hih pr"e'' inp&' in" "&p&' ha

ahieve an "r%ani>ai"nal p&rp"'e and !ee he need "# &'"!er' hr"&%h he &'e

"# h&!an, ph'ial, and in#"r!ai enaler' in a '"i"l"%ial and ph'ial

envir"n!en

I i' arhie&re a' a 'e "# nine inerlin:ed la''e' "# "je'.

318 C&'"!er' + h"'e ene#iin% #r"! he ''e! 3"r "her;i'e a##eed i8T3@8 G"al' + ai!', p&rp"'e' "r enral !eanin% "# he ''e! and he "r%ani>ai"n'T

38 Inp&'-ph'ial, h&!an, #inanial, "r in#"r!ai"n eniie' " e pr"e''ed

he ''e!T

38 O&p&' + ph'ial, in#"r!ai"nal "r h&!an eniie' a#er pr"e''in% he

''e!T

38 Pr"e''e' + ran'#"r!ai"n' #"r "ainin% "&p&' #r"! inp&'T

368 &!an enaler' + h&!an re'"&re' ";nin% and


40/62

318 customer+ a' iniia"r and reeiver "# he 'ervie 3e%, he &'"!er i'

haraeri>ed a' l"":in% #"r n"vel, reliaili + "r "h8T

3@8goals+ a' 'ein% he pri!ar "jeive' #"r he de'i%n and "perai"n "# he

'ervie 3e%, he 'ervie 'h"&ld an Inerne 'h"pper " "n#i%&re he pr"d& varian

he ;i'he' " p&rha'e8T

38 input+ a' a lien &p"n ;h"! he 'ervie i' " e per#"r!ed 3e%, a paien

"!in% #"r rea!en8T

38 output+ a' a lien &p"n ;h"! a 'ervie ha' een per#"r!ed 3e%, he paien

a#er rea!en8T

38process+ a' a pariipan in he pr"e'' 3e%, an Inerne 'ale' ran'ai"n

in"rp"rae' a dial"%&e #aili e;een a &'"!er and a 'ale' a%en8T

368 human enabler+ a' a re'"&re in he pr"e'' 3e%, an Inerne 'ale' ran'ai"ninv"lve' he &'"!er a' an independen a%en8T

38physical enabler+ a' pr"vidin% a re'"&re " he pr"e'' 3e%, an Inerne

'h"pper &'e' hi' ";n "!p&er " ae'' he vend"r 'ie8T

38 informatic enabler+ a' applin% hi' ";n :n";led%e " he pr"e'' 3e%, an

Inerne 'h"pper &'e' hi' ";n :n";+h"; re%ardin% he pr"d& " "n#i%&re he

!"del he ;i'he' " &8T and

398 environment+ a' 'ein% "n'rain' "r 'andard' #"r aepale 'ervie level'

3e%, an Inerne 'h"pper de!and' @+h"&r availaili "# a dial"%&e #aili8

I$PLICA)IONS O- SER(ICE DESIGN.

De'i%n "# 'ervie ''e!'

$ar:ein%, "perai"n', and %l"al envir"n!en "n'iderai"n' have 'i%ni#ian

i!pliai"n' #"r he de'i%n "# a 'ervie ''e! )hree rieria &'ed " la''i# 'ervie

''e!' inl&de.

&'"!er "na,

apial inen'i, and

level "# &'"!er inv"lve!en

Pr"perl de'i%ned 'ervie ''e!' e!pl" ehn"l"% "r "r%ani>ai"nal ne;"r:'

ha an all"; relaivel ine=periened pe"ple " per#"r! ver '"phi'iaed a':'

?&i:l [ va&lin% he! "ver n"r!al learnin% &rve dela' Ideall, e!p";er!en

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"# "h 'ervie pr"vider e!pl"ee' and &'"!er' 3"#en via 'el# 'ervie8 re'&l'

#r"! ;ell de'i%ned 'ervie ''e!'

)pe' "# 'ervie ''e!'

Servie ''e!' ran%e #r"! an individ&al per'"n e?&ipped ;ih ""l' "# he rade

3e%, arhie, enreprene&r8 " a p"ri"n "# a %"vern!en a%en "r &'ine'' 3e%,

ranh "##ie "# a p"' "##ie "r an:8 " "!plee !&linai"nal "rp"rai"n' and

heir in#"r!ai"n ''e!' 3e%, D"!in"Z' Pi>>a, -ederal E=pre''8

"'pial', &niver'iie', iie', and nai"nal %"vern!en' are de'i%ned 'ervie

''e!'

)he lan%&a%e, n"r!', ai&de', and elie#' "# he pe"ple ha !a:e &p a 'ervie

''e! !a ev"lve "ver i!e, a' pe"ple adj&' " ne; ir&!'ane' In hi' 'en'e,

'ervie ''e!' are a pe "# "!ple= ''e! ha i' pariall de'i%ned and pariallev"lvin% Servie ''e!' are de'i%ned " deliver "rprovision'ervie', & he "#en

"n'&!e 'ervie' a' ;ell

Ever 'ervie ''e! i' "h a 'ervie pr"vider and a &'"!er "# !&liple pe' "#

'ervie'

7ea&'e 'ervie ''e!' are de'i%ned "h in h"; he pr"vi'i"n and "n'&!e

'ervie', 'ervie' ''e!' are "#en lin:ed in" a "!ple= 'ervie val&e hain "r

val&e ne;"r: ;here eah lin: i' a val&e pr"p"'ii"n Servie ''e!' !a e ne'ed

in'ide "# 'ervie ''e!' 3e%, 'a## and "perain% r""! &ni in'ide a h"'pial ha i'

par "# a nai"n;ide healhare pr"vider ne;"r:8

Servie ''e! de'i%ner' "r arhie' "#en 'ee: " e=pl"i an e"n"!i

"!ple!enaril "r ne;"r: e##e " rapidl %r"; and 'ale &p he 'ervie -"r

e=a!ple, redi ard' &'a%e i' par "# a 'ervie ''e! in ;hih he !"re pe"ple and

&'ine''e' ha &'e and aep he redi ard', he !"re val&e he redi ard' have

" he pr"vider and all 'a:eh"lder' in he 'ervie ''e! Servie ''e! inn"vai"n

"#en re?&ire' ine%rain% ehn"l"% inn"vai"n, &'ine'' !"del 3"r val&e

pr"p"'ii"n8 inn"vai"n, '"ial+"r%ani>ai"nal inn"vai"n, and de!and 3ne;

&'"!er ;an', need', a'pirai"n'8 inn"vai"n

-"r e=a!ple, a nai"nal 'ervie ''e! !a e de'i%ned ;ih p"liie' ha enale

!"re ii>en' 3he &'"!er' "# he nai"n8 " e"!e an enreprene&r, and here

reae !"re inn"vai"n and ;ealh #"r he nai"n

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Servie ''e!' !a inl&de pa!en !ehani'!' #"r 'elein% a level "# 'ervie "

e pr"vided 3&p#r"n "r "ne i!e pa!en8 "r pa!en a'ed "n d";n'rea! val&e

'harin% "r a=ai"n derived #r"! &'"!er' ;h" reeived he ene#i "# he 'ervie

3d";n'rea! "r "n%"in% pa!en8

Pa!en' !a al'" e in he #"r! "# redi 3reaive ar'8 "r "her pe' "#

inan%ile val&e

Servie De'i%n i' he aivi "# plannin% and "r%ani>in% pe"ple, in#ra'r&&re,

"!!&niai"n and !aerial "!p"nen' "# a 'ervie, in "rder " i!pr"ve i'

?&ali, he inerai"n e;een 'ervie pr"vider and &'"!er' and he &'"!erZ'

e=periene

-"r e=a!ple, a re'a&ran !a h""'e " have a Servie De'i%n a%en han%e he;a i' !en& i' 'e "&, "r han%e he la"& "# he re'a&ran " i!pr"ve he

&'"!erZ' e=periene

C&'"!er' an !ean pain% par"n', & al'" an e ;ihin an "r%ani>ai"n, '" l"n%

a' he are he dire reipien' "# a 'ervie e% an "r%ani>ai"n i!ple!en' a ne;

par"ll iner#ae #"r i' 'a## + here#"re he 'a## are e##eivel Z&'"!er'Z "# he

par"ll iner#ae

)" d" hi', Servie De'i%n !eh"d"l"%ie' are &'ed " plan and "r%ani>e pe"ple,

in#ra'r&&re, "!!&niai"n and !aerial "!p"nen' &'ed in a 'ervie )he

inrea'in% i!p"rane and 'i>e "# he 'ervie 'e"r, "h in er!' "# pe"ple

e!pl"ed and e"n"!i i!p"rane, re?&ire' 'ervie' " e a&rael de'i%ned in

"rder #"r 'ervie pr"vider' " re!ain "!peiive and " "nin&e " ara

&'"!er'

)he de'i%n 3"r rede'i%n8 "# a 'ervie !a inv"lve re+"r%ani>in% he aiviie'

per#"r!ed he 'ervie pr"vider 37a: "##ie8, e% h"; leer' #r"! &'"!er' are

pr"e''ed inernallT and


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Servie De'i%n a%enie' appl de'i%n ""l', ehni?&e' and hin:in% " 'ervie

hallen%e', eiher " i!pr"ve e=i'in% 'ervie' "r " reae ne; "ne' )piall, he

;"r: i' a'ed &p"n deep in'i%h' %ahered 'had";in% 'ervie &'er'

)hi' ehni?&e pr"d&e' !"re a&rae in'i%h' in" he &'aili "# a 'ervie han

radii"nal re!"e '&rve' ea&'e ;ha pe"ple 'a he d" i' #re?&enl di##eren "

;ha he a&all d" C"nep' and idea' %eneraed are ap&red in ':ehe' "r in

'ervie pr""pe'

)he 'r"n% vi'&al ele!en, "!ined ;ih he "pp"r&ni " e' and rapidl

han%e 'ervie' and iner#ae', deliver' real val&e in "daZ' "!peiive !ar:e'

EN(IRON$EN)AL S)RA)EGIES.

E=periene in "h ind&'rial and devel"pin% "&nrie' de!"n'rae' ha an

e##eive appr"ah #"r "n#r"nin% &ran envir"n!enal i''&e' i' " #"r!&lae a

i+'pei#i envir"n!enal !ana%e!en 'rae% and ai"n plan )hi' paper

de'rie' a 'rae%i appr"ah " &ran envir"n!enal plannin% and !ana%e!en

ha i' a'ed "n pariipai"n, &ildin% "!!i!en, and h""'in% e##eive p"li

inerveni"n' -ive :e area' are e!pha'i>ed. 3i8 !"ili>in% p&li '&pp"r and

pariipai"n, 3ii8 h""'in% p"li in'r&!en' ha ;ill han%e ehavi"r, relieve

"n#li', and en"&ra%e ""peraive arran%e!en', 3iii8 &ildin% l"al in'i&i"nal

apai, 3iv8 'ren%henin% &ran 'ervie deliver, and 3v8 inrea'in% l"al

:n";led%e a"& he &ran envir"n!en

$ANAGING CAPACI)B5 DE$AND.

S)RA)EGIES -OR $ANAGING DE$AND.

E=e''ive #l&&ai"n' de!and #"r 'ervie need n" e aeped a' ineviale

3&nav"idale8

Servie ''e!' an '!""h heir de!and &'in% "h aive 5 pa''ive

!ea'&re'

Mih '!""hed de!and, he lial variai"n ha' een red&ed

Mhile he arrival "# "n'&!er' ;ill "nin&e " "&r a rand"! inerval',

he avera%e rae "# arrival' ;ill e !"re 'ale "ver i!e

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SEG$EN)ING DE$AND.

De!and #"r 'ervie #ir!' derive' #r"! a h"!"%en"&' '"&re

-"r e=. airline' di##ereniae e;een ;ee:da &'ine'' raveler' 5 ;ee:end

plea'&re raveler' De!and %r"&ped in" rand"! arrival'5 planned arrival'

-"r e=. A drive+in an: an e=pe vi'i' #r"! i' "!!erial a"&n

h"lder' "n a re%&lar "r dail a'i' and a appr"=i!ael he 'a!e i!e, i an

al'" e=pe #r"! i' per'"nal a"&n h"lder' "n a rand"! a'i'

)he dail '!""hin% "# de!and ;a' re#ined 'hed&lin% app"in!en' a

appr"=i!ae i!e' d&rin% he da

O--ERING PRICE DE$AND.

)here are !an e=a!ple' "# di##erenial priin%.

1 Mee:end and ni%h rae' #"r l"n%+di'ane eleph"ne all'

@ $ainee "r red&ed prie' e#"re 6 P$ a !"vie heaer'

O##+'ea'"n h"el rae' a re'"r l"ai"n'

Pea:+l"ad priin% &ili "!panie'

-"r e=. a!pin% 'ea'"n "##+pea: priin%

PRO$O)ING O--+PEA DE$AND.

Creaive &'e "# "##+pea: apai re'&l' #r"! 'ee:in% di##eren '"&re' "#

de!and

E=a!ple. &'e "# re'"r h"el d&rin% he "##+'ea'"n a' a rerea l"ai"n #"r&'ine'' "r pr"#e''i"nal %r"&p'

)eleph"ne "!panie' "##er l";er rae' " en"&ra%e l"n%+di'ane dialin% a

ni%h "r "n ;ee:end', ;hen ';ihin% e?&ip!en i' &nder&ili>ed

)he 'rae% "# pr"!"in% "##+pea: de!and an e &'ed " di'"&ra%e

"vera=in% he #aili a "her i!e'DE(ELOPING CO$PLE$EN)ARB SER(ICES.

Devel"pin% "!ple!enar 'ervie' i' a na&ral ;a " e=pand "ne' !ar:e,

and i i' pari&larl araive i# he de!and' #"r 'ervie are "nra lial

3hallen%in%8 and re'&l in a !"re &ni#"r! a%%re%ae de!and

-"e e=. Re'a&ran' have di'"vered he ene#i' "# "!pli!enar 'ervie'

addin% a ar

$"vie heaer' radii"nall have '"ld p"p"rn and '"# drin:', & al'" he

inl&de vide" %a!e' in heir l"ie'

)he'e e=a!ple' ill&'rae 'ervie' ein% "##ered " "&p ;aiin%

"n'&!er'

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RESER(A)ION SBS)E$S 5 O(ER7OOING.

)a:in% re'ervai"n' pre'ale' he p"enial 'ervie

A' re'ervai"n' are !ade, addii"nal de!and i' de#leed a "her i!e

'l"' a he 'a!e #aili "r "her #ailiie' ;ihin he 'a!e "r%ani>ai"n

Re'ervai"n' al'" ene#i "n'&!er' red&in% ;aiin% and %&araneein%'ervie availaili

Pr"le!' d" ari'e, h";ever ;hen &'"!er' #ail " h"n"r heir re'ervai"n'

)he'e &'"!er' are a' 2n"+'h";'2

O(ER7OOING.

-aed ;ih #lin% e!p 'ea' ea&'e "# he n"+'h";', airline' ad"ped a

'rae% "# "ver"":in%

7 aepin% re'ervai"n' #"r !"re han he availale 'ea', airline' hed%e

a%ain' 'i%ni#ian n&!er "# n"+'h";'

A %""d "ver"":in% 'rae% 'h"&ld !ini!i>e he e=peed "pp"r&ni "'

"# idle 'ervie apai a' ;ell a' he e=peed "' "# &rnin% a;a

re'ervai"n'

)h&', ad"pin% an "ver"":in% 'rae% re?&ire' rainin% #r"nline per'"nnel

3e%. #r"n+de': ler:' a a h"el8 " handle %rai"&'l %&e'' ;h"'e

re'ervai"n' ann" e h"n"red

S)RA)EGIES -OR $ANAGING CAPACI)B.

-"r !an 'ervie' de!and ann" e '!""hed ver e##eivel

C"n'ider #"r e=a!ple, a a all ener

)he'e are he hal#+h"&rl all rae' d&rin% @+h"&r da

Me 'ee ha he pea: v"l&!e3@00all'8 "&r' a 100 a! and he !ini!&!

v"l&!e3@0 all'8 "&r' a 0 a!

)he pea:+"+valle variai"n i' 1@ " 1

N" ind&e!en' are li:el " han%e hi' de!and paern '&'aniall

here#"re, "nr"l !&' "!e #r"! adj&'in% 'ervie apai " !ah

de!and

Several 'rae%ie' an e &'ed " ahieve hi' %"al

DAILB MORSI-) SCED*LING.

7 'hed&lin% he ;"r:'hi#' are#&ll d&rin% he da, he pr"#ile "# 'ervie

apai an e !ade " appr"=i!ae de!and

M"r:'hi# 'hed&lin% i' an i!p"ran 'a##in% pr"le! #"r !an

"r%ani>ai"n' ha #ae lial de!and, '&h a' eleph"ne "!panie',

h"'pial', an:' 5 p"lie depar!en'

ANALBSIS.

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)he eleph"ne+"pera"r 'a##in% pr"le! ;ill e &'ed " de!"n'rae he

anal'i' re?&ired #"r eah 'ep.

-ORECAS) DE$AND

CON(ER) )O OPERA)OR RE*IRE$EN)S.

SCED*LE SI-)S.

ASSIGN OPERA)ORS )O SI-)S.

MEELB DE$AND SCED*LING MI) DABS+O-- CONS)RIAN).

$an a' p&li 'ervie' '&h a' p"lie, #ire 'ai"n,5 e!er%en h"'pial'

are !&' e availale @ h"&r' a da, ever da "# he ;ee:

$ana%e!en i' inere'ed in devel"pin% ;"r: 'hed&lin% and !eein% he

varin% e!pl"ee re?&ire!en' #"r ;ee:da' and ;ee:end' ;ih a '!alle'

n&!er "# 'a## !e!er' p"''ile

INCREASING C*S)O$ER PAR)CIPA)ION.

)he 'rae% "# inrea'in% &'"!er pariipai"n i' ill&'raed e' he

#a'+#""d re'a&ran' ha have 'erve #""d 5 lear ale'

)he &'"!er 3n"; a "pr"d&er8 n" "nl plae' he "rder direl #r"! a

!en& & al'" lear' he ale a#er he !eal

)he &'"!er e=pe' #a'er 'ervie 5 le'' e=pen'ive !eal' " "!pen'ae #"r

hi' help

S"!e dra;a:' " 'el#+'ervie d" e=i', ea&'e he ?&ali "# la"r i' n"

"!pleel &nder he 'ervie !ana%er' "nr"l

SARING CAPACI)B .

A 'ervie deliver ''e! "#en re?&ire' a lar%e inve'!en in e?&ip!en and

#ailiie'

D&rin% peri"d' "# &nder+&ili>ai"n, i !a e p"''ile " #ind "her &'e' #"r

hi' apai

A '!all airp"r', airline' 'hare he 'a!e %ae', ra!p', a%%a%e handlin%

e?&ip!en and %r"&nd per'"nnel

S"!e airline' 'hare airra# " "her' in lea'e d&rin% heir "##+'ea'"n

*ALI)B SER(ICE 7B DESIGN.

)a%&hi !eh"d'.

)he appliai"n "# )a%&hi !eh"d' ;hih are na!ed a#er GENICI

)AG*CI, ;h" are adv"aed /r"&' de'i%n2 "# pr"d&' " en'&re heir

pr"per #&ni"nin% &nder adver'e 3p""r8 "ndii"n'

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)he idea i' ha #"r a &'"!er, pr""# "# a pr"d&' ?&ali i' in i'

per#"r!ane ;hen a&'ed 3ill+reaed8 -"r e%. A &d%e h"el+ &ildin% i'

"n'r&ed "# "nree l":' 5 #&rni'hed ;ih #&rni&reZ'

$ANAGING MAI)ING LINES.

In !ana%in% &'"!er ;aiin% i!e, 'ervie' 'h"&ld :eep in !ind he#"ll";in% priniple'.

1 *n"&pied ;aiin% i!e appear' " e l"n%er han "&pied ;aiin% i!e

Pre+'ervie ;ai' 'ee! l"n%er " &'"!er' han ;ai' d&rin% he 'ervie

en"&ner

C&'"!er an=ie !a:e' ;aiin% appear " e l"n%er

)he !"re e=pen'ive and he !"re i!p"ran he 'ervie i' " he &'"!er,

he l"n%er he &'"!er i' ;illin% " ;ai

S)EPS IN $ANAGING *E*ES.

1 Maiin% an e eli!inaed ;hen de!and #"r he 'ervie i' &ni#"r! and"n'i'en

@ Mhere &'"!er an e eli!inaed i' ;hen #ir!' "perae &nder an

app"in!en+"nl ''e!

C&'"!er ;aiin% ?&e&e' an e !ana%ed &'in% ;" di##eren pe' "#

ehni?&e'. Operai"n' !ana%e!en 5 perepi"n' !ana%e!en

OPERA)IONS $ANAGE$EN).

I inv"lve' a&all red&in% he a!"&n "# i!e &'"!er' ;ai hr"&%h

alerin% he ;a he #ir! "perae'

Srae% an e &'ed 'ervie' '&h a' an:' 5 ravel a%enie' are "

en"&ra%e &'"!er' " "nd& &'ine'' eleph"ne "r hr"&%h "n+line

inerne "nnei"n'

)he &'e "# A&"!ai"n in A)$ a an:' #&rher red&e' ;aiin% in line'

PERCEP)IONS $ANAGE$EN).

Red&in% &'"!er' pereived ;aiin% i!e

)he a&al ;aiin% i!e d"e' n" han%e

Sine pre+'ervie ;aiin% 'ee!' l"n%er han ;aiin% d&rin% he 'ervie,

'h"&ld 'rive " red&e pre+'ervie ;aiin% I# &'"!er' e=periene &ne=peed dela', e=planai"n' 'h"&ld e %iven

Pa''en%er' ;h" ;ere "ld ;h a #li%h ;a' delaed indiaed hi%her

'ai'#ai"n han pa''en%er' ;h" ;ere n" "ld

*E*EING SBS)E$S.

Servie' "ain &'"!er' #r"! a allin% p"p&lai"n

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)he rae a ;hih he arrive i' deer!ined he arrival pr"e'' I# he

'erver' are idle, hen he &'"!er i' i!!ediael aended, "her;i'e he

&'"!er i' divered " a ?&e&e ;hih an have vari"&' "n#i%&rai"n'

Mhen a 'erver d"e' e"!e availale a &'"!er hen 'eleed #r"! he

?&e&e, and 'ervie e%in' )he p"li %"vernin% he 'elei"n i' :n";n a' he

?&e&e di'ipline )he 'ervie #aili !a "n'i' "# n" 'erver' 3Sel#+'ervie8, "ne "r !"re

'erver', "r "!ple= arran%e!en "# 'erver' in 'erie' "r in parallel

CALLING POP*LA)ION.

)he allin% p"p&lai"n need n" e h"!"%ene"&'

I !a "n'i' "# 'everal '&p"p&lai"n' e%. Arrival' a an "&+paien

lini

ARRI(AL PROCESS.

An anal'i' "# a 'ervie ''e! !&' e%in ;ih a "!plee

&nder'andin% "# he e!p"ral 5 'paial di'ri&i"n "# he de!and #"r

ha 'ervie

Cla''i#iai"n.

Sai 5 dna!i

Rand"! arrival' ;ih "n'an rae5 Rand"! arrival rae varin% ;ih

i!e

-aili "nr"lled5 &'"!er e=eri'ed "nr"l

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7al:in% ehavi"r !a e deer!ined

Mhen arrivin% &'"!er' 'ee a l"n%, 'in%le ?&e&e 'na:ed in #r"n "# a

'ervie, he "#en inerpre a' evidene "# a l"n% ;ai 5 deide n" " j"in

ha line

*E*E DISCIPLINE.

)he ?&e&e di'ipline i' a p"li e'ali'hed !ana%e!en " 'ele he ne=

&'"!er #r"! he ?&e&e #"r 'ervie

)he -C-S r&le i' "n'idered " e 'ai ea&'e n" in#"r!ai"n "her han

p"'ii"n in line i' &'ed " ideni# he ne= &'"!er #"r 'ervie

Dna!i ?&e&e di'ipline are a'ed "n '"!e ari&e "# he &'"!er "r

'a&' "# he ;aiin% line

SP)+3Sh"re' +pr"e''in% i!e8 r&le ha' i!p"ran #ea&re "# !ini!i>in%

he avera%e i!e ha a &'"!er 'pend' in he ''e!

)he !"' re'p"n'ive ?&e&e di'ipline i' pree!pive pri"ri r&le

*nder he pree!pive pri"ri r&le, he 'ervie &rrenl in pr"e'' #"r a

per'"n i' inerr&ped " 'erve a ne;l arrived &'"!er ;ih hi%her pri"ri

)hi' r&le i' re'erved #"r e!er%en 'ervie', '&h a' #ire "r a!&lane

'ervie

)he ?&e&e di'ipline an have an i!p"ran e##e "n he li:elih""d ha a

;aiin% &'"!er ;ill rene%e

In#"r!ai"n !ade availale " arrivin% &'"!er

SER(ICE PROCESS.

)he di'ri&i"n "# 'ervie i!e', arran%e!en "# 'erver', !ana%e!en

p"liie', and 'erver ehavi"r all "nri&e " 'ervie per#"r!ane

Servie #aili are. par:in% l", a#eeria, "ll ""h', '&per!ar:e, h"'pial

Server arran%e!en. 'el#+'ervie, 'erver' in 'erie', 'erver' in parallel, 'el#+

'erve,e

)E ECONO$ICS O- MAI)ING.

)he e"n"!i "' "# ;aiin% an e vie;ed #r"! ;" per'peive'

-"r a #ir!, he "' "# :eepin% an e!pl"ee 3inernal &'"!er8 ;aiin% !a

e !ea'&red &npr"d&ive ;a%e' -"r e=ernal &'"!er', he "' "# ;aiin% i' he #"r%"ne alernaive &'e "#

ha i!e

Added " hi' are he "'' "# "red"!, an=ie and "her p'h"l"%ial

di're''e'

)E PSBCOLOGB O- MAI)ING.

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David h $ai'er "##er' inere'in% per'peive'

e '&%%e'' ;" /la;' "# 'ervie2

)he #ir' deal' ;ih he &'"!er' e=peai"n' ver'&' hi' "r her

perepi"n'

)he 'e"nd la; 'a&' ha i i' hard " pla Wah+&p all2

e !ean' ha #ir' i!pre''i"n' an in#l&ene he re' "# he 'erviee=periene

PROJEC) $ANAGE$EN).

Pr"je' an var ;idel in heir "!ple=i, re'"&re re?&ire!en', i!e

needed #"r "!plei"n and ri':

-"r e%. pr"je' !i%h e pa''en%er airline, "penin% a ne; r"&e, han%in%

in+#li%h 'ervie

In hi' a%e "# i!e+a'ed "!peii"n, '&e''#&l pr"je !ana%e!en an

rin% ne; pr"d&' " he !ar:eplae

CARAC)ERIS)ICS O- PROJEC)S.

A pr"je an e h"&%h "# a' he all"ai"n "# re'"&re' direed ";ard a

'pei#i "jeive #"ll";in% a pla

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