Services Operations Management- II

                                                                         Syllabus

304 OSCM

SERVICES OPERATIONS MANAGEMENT – II

UNIT 1

Service Strategy: Strategic Service Vision, Competitive Environment of Services, Competitive Service Strategies. Overall Cost Leadership, Differentiation & Focus approaches. Winning Customers in the Marketplace - Qualifiers, Service Winners & Service Losers. The Competitive Role of Information in Services. Creation of Barriers to Entry, Revenue Generation, Database Asset, Productivity Enhancement, The Virtual Value Chain, First Stage (New Processes), Second Stage (New Knowledge), Third Stage (New Products), Fourth Stage (New Relationships).      (7+2)

UNIT 2

Service Quality: Defining Service Quality, Dimensions of Service Quality, Gaps in Service Quality, Measuring Service Quality, SERVQUAL. Quality Service by Design, Incorporation of Quality in the Service Package, Poka-Yoke (Failsafe), Quality Function Deployment, Walk-Through Audit, Designing a Walk-Through Audit, the Walk-Through Audit as a Diagnostic Instrument. Cost of Quality, Unconditional Service Guarantee. Service Recovery, Approaches to Service Recovery, Complaint Handling Policy. Overview of Numerical on Control Chart for Variables (X-chart and R-chart), Control Chart for Attributes (p-chart).                                                                                       (7+2)

UNIT 3

Service Supply Relationships: Supply Chain Management, Network Model, Managing Uncertainty, Service Supply Relationships, Customer-Supplier Duality, Service Supply Relationships Are Hubs, Not Chains, Service Capacity Is Analogous to Inventory, Customer Supplied Inputs, Managing Service Relationships, Bidirectional Optimization, Productive Capacity, Perishability. Professional Service Firms, Attributes of Professional Services, Operational Characteristics, Outsourcing Services, Benefits and Risks of Outsourcing Services, Classification of Business Services, Managerial Considerations with Service Outsourcing.                                                                          (7+2)

UNIT 4

Service Design Principles: Basics of Service Design , Holistic Service Design, Service Design and Overall Business Change, Scope and Flow of Service Design, Value to the Business, Comprehensive and Integrated Service Design, The Four Ps, Service Composition, Setting Direction, Policy and Strategy for IT Services, Optimizing Design Performance, Service Design Goals, Balanced Design , Identifying Service Requirement , Designing Measurement Methods and Metrics.                                                                                                                                                (7+2)

UNIT 5

Customer in Service Industry: Buyer Characteristics, Buyer Decision-making Process (EKB Model), Customer Involvement in Service Process, Customer Behaviour in Service Settings. Relationship Marketing, Evolution of Relationship Marketing, Degree of Relationship Building, the Importance of Customer Retention, Enhancement of Internal and External Relationship Change. 7-S Framework, Determining the Value of Customer, Lifetime Value of Customer, Customer Relationship Management Strategies, Customer Delight and Customer Loyalty. Case Study on Axis Bank.                                                                                                                                                   (7+2)