Service Operations Management

Semester and Year Offered:

Course Coordinator and Team:

Email of course coordinator:

Pre-requisites: Foundation course in Operations Research/Management Science and Operations Management at undergraduate or graduate level

Aim: The course helps participants to understand the strategic significance of service operations in achieving competitive advantage. They are exposed to appreciate the components and imperatives in service design, operations and delivery. It will familiarize them with the service delivery processes, service drivers and service quality.

Course Outcome:

1. After completing this course, student will be able to
2. Discuss the perspectives on the nature and role of services and comprehend the issues in service strategy.
3. Explain and apply the principles, tools and techniques of service design.
4. Discuss and apply tools for demand forecasting, capacity management and other management issues in service operations.
5. Assess and apply the service quality management issues in a service enterprise.

Brief Description of Modules/ Main Modules

Unit 1: Understanding Services (8 hours)

Role of services; Nature of services; Service products and processes; Service strategy

Unit 2: Designing the Service Enterprise (8 hours)

New service development; The service encounter; The supporting facility; Service facility location

Unit 3: Managing Service Operations (8 hours)

Forecasting, demand and capacity management; Pricing and revenue management; Managing facilitating goods; Technology in services

Unit 4: Service Quality and Continuous Improvement (8 hours)

Consumer behaviour in service encounters; Customer feedback and service recovery; Service quality management

Assessment Details with weights:

• Case Analysis/Assignments 15% (throughout semester)
• Quiz/Group Presentations 15% (throughout semester)
• Mid semester 30% (4/5th Week)
• End semester 30% (Last week of March)

Reading List

• Fitzsimmons, J.A. and Fitzsimmons, M.J. (2008). Service Management, Operations, Strategy and Information Technology, 6th edition, Tata McGraw Hill
• Johnston, R. and Clark, G. (2008). Service Operations Management: Improving Service Delivery, 3rd Edition, Financial Times/Prentice Hall
• Wright, N.J., and Race, P. (2004). The Management of Service Operations,2nd Edition, Thomson Press

Additional Reference

• David, P. (2012). Service Operations Management: The Total Experience, Edward Elgar Publication
• Lovelock, C.H., Wirtz, J. and Chatterjee, Y. (2011). Services Marketing: People, Technology, Strategy, Pearson Education
• Russell, R.S. and Taylor, B. W. (2010), Operations Management: Creating Value Along the Supply Chain, 7th Edition, Wiley India Pvt. Ltd