运营管理ppt课件.ppt

SupportingFacilityandProcessFlows CreatingtheRightEnvironment 1 LearningObjectives Describetheimpactofthe servicescape onthebehaviorofcustomersandemployees Identifyanddiscussthethreeenvironmentaldimensionsofservicescapes Identifythesixcriticaldesignfeaturesofaservicesupportingfacility Drawaprocessflowdiagramandcalculateperformancemetrics Identifythebottleneckoperationinaproductlayoutandrebalanceforincreasedcapacity Useoperationssequenceanalysistominimizeflow distanceinaprocesslayout Recommendfacilitydesignfeaturestoremoveanxietyofdisorientation 7 2 2 3 4 5 TypologyofServicescapes 7 6 6 7 8 9 10 11 12 13 14 15 Servicescapes DesigningPhysicalSurroundingstoAffectEmployeeandCustomerBehaviorAmbientConditions backgroundcharacteristicssuchasnoiselevel music lighting temperature andscent SpatialLayoutandFunctionality receptionarea circulationpathsofemployeesandcustomers andfocalpoints Signs Symbols andArtifacts selection orientation location andsizeofobjects 7 16 16 ServicescapeElements 7 17 17 FacilityDesignConsiderations NatureandObjectivesofServiceOrganizationLandAvailabilityandSpaceRequirementsFlexibilitySecurityAestheticFactorsTheCommunityandEnvironment 7 18 18 ProductLayout WorkAllocationProblem AutomobileDriver sLicenseOfficeReviewPaymentViolationsEyeTestPhotographIssue 124015 212030 36060 49040 518020 612030 ActivityNumber s CapacityperhourCycleTimeinseconds In Out 7 19 19 AutomobileDriver sLicenseOffice ImprovedLayout 1 46555 36060 36060 1 46555 612030 518020 212030 In In Out 7 20 20 ProcessLayout RelativeLocationProblem OceanWorldThemeParkDailyFlows 10 0 6 6 0 10 7 5 0 6 0 20 4 3 6 6 20 1 7 0 10 15 2 8 3 10 15 8 8 20 6 30 15 0 30 8 10 40 12 6 8 5 30 10 10 ABCDEFABCDEF A B C D E F Netflow FlowmatrixTriangularizedmatrix Descriptionofattractions A killerwhale B sealions C dolphins D waterskiing E aquarium F waterrides 7 21 21 OceanWorldThemePark ProposedLayout Initiallayout b MoveCclosetoAPairFlowdistancesPairFlowdistancesAC30 2 60CD20 2 40AF6 2 12CF8 2 16DC20 2 40DF6 2 12DF6 2 12AF6 2 12Total124CE8 2 16Total96 c ExchangeAandC d ExchangeBandEandmoveFPairFlowdistancesPairFlowdistancesAE15 2 30AB15 2 30CF8 2 16AD0 2 0AF6 2 12FB8 2 16AD0 2 0FD6 2 12DF6 2 12Total58Total70 A B C D E F A C D B E F C A D B F E A F C E D B 7 22 22 ProcessFlowChartingSymbols CategorySymbolDescriptionOperationAnoperationperformedbytheserveroff lineorcustomersself service Apossibleservicefailurepoint CustomerAnoccasionwhenserverandcustomerinteract Ancontactopportunitytoinfluencecustomerserviceperceptions TravelThemovementofcustomers servers orinformationbetweenoperations DelayDDelayresultinginaqueueandaneedforwaitingspaceforcustomers InspectionAnactivitybycustomerorservertomeasureservicequality 23 CreditCardProcessing Before DistanceTimeActivityCustomerrequestscheck30ft 0 5min DServerwalks0 5min DServerpreparescheck30ft 0 5min DServerwalks0 25min DServerpresentscheck30ft 0 5min DServerwalks0 5min DCustomerinspects putscardout30ft 0 5min DServerreturnstotable0 25minDServerpicksupcard30ft 0 5min DServerwalkstoprocess0 5minDServerfillsoutslip0 5min DServerprocessesslip1 0min DServerobtainspreauthorization30ft 0 5min DServerwalks0 25min DServerpresentsslip30ft 0 5min DServerwalks0 5min DCustomersigns leaves 30ft 0 5min DServerwalks0 25min DServerpicksupslip30ft 0 5min D Customerleaves ServerwalksTotaltime Server 9min 270ft Customer 7 75min 24 CreditCardProcessing After DistanceTimeActivityCustomerrequestscheck30ft 0 5min DServerwalks0 5min DServerpreparescheck0 5min DServerfillsoutslip30ft 0 5min DServerwalks0 25min DServerpresentscheckandslip30ft 0 5min DServerreturnstotable0 5minDCustomerinspects putscardout signsslip30ft 0 5min DServerreturnstotable0 25minDServerpicksupcardandslip30ft 0 5min DServerwalks0 5min DServerprocessesslipancard1 0min DServerobtainsauthorization30ft 0 5min DServerwalks0 25min DServerpresentscardandreceipt30ft 0 5min DServerwalksDCustomerleavesTotaltime Server 7 5min 210ft Customer 6 75min 25 EnvironmentalOrientationConsiderations NeedforspatialcuestoorientvisitorsFormulafacilitiesdrawonpreviousexperienceEntranceatriumallowsvisitorstogainaquickorientationandobserveothersforbehavioralcuesOrientationaidsandsignagesuchas YouAreHere mapsreduceanxiety 7 26 26 HealthMaintenanceOrganization A 7 27 27 HMO A QUESTIONS Beginningwithagoodinitiallayout useoperationssequenceanalysistodetermineabetterlayoutthatwouldminimizethewalkingdistancebetweendifferentareasoftheclinic Defendyourfinallayoutbasedonfeaturesotherthanminimizingwalkingdistance 7 28 28 HealthMaintenanceOrganization B 7 29 29 HMO B Questions Identifythebottleneckactivity andshowhowcapacitycanbeincreasedbyusingonlytwopharmacistsandtwotechnicians Inadditiontosavingsonpersonnelcosts whatbenefitsdoesthisarrangementhave 7 30 30 EsquireDepartmentStore UseCRAFTlogictodevelopalayoutthatwillmaximizecustomertimeinthestore Whatpercentageincreaseincustomertimespentinthestoreisachievedbytheproposedlayout Whatotherconsumerbehaviorconceptsshouldbeconsideredintherelativelocationofdepartments 7 31 31 TheRoleoftheServicescape 7 32 32 Concept amodernfarmer smarketforthediscerningcustomerAestheticsForceFlowQueuingResults TheServicescape Wewanttochangethewaypeopleeat BrianCronin GeneralManager 7 33 33 Aesthetics 7 34 34 ForceFlow 7 35 35 NormalGroceryStore 7 36 36 Deli Meat Checkout ExpressLanes 1 3 6 2 5 4 QueuingSystems 7 37 37 CentralMarket AverageGroceryStore 60kft2 100kft2 Size Sales Customer 40 20 Transactions Week 25 000 50 000 ProductMix Wine Groceries Comparison 7 38 38 There scheeseattheendofthemaze QuestionsHowdotheenvironmentaldimensionsoftheservicescape ambientconditions space function signs symbols artifacts explainthesuccessofCentralMarket Commentonhowtheservicescapeshapesthebehaviorsofbothcustomersandemployees 7 39 39 RecommendationsforImprovement NewCustomerOrientationGreetersSignage internalandexternal MapsParkingandTrafficFlow 7 40 40 TopicsforDiscussion Comparetheattentiontoaestheticsinwaitingroomsthatyouhavevisited Howdidthedifferentenvironmentsaffectyourmood Giveanexampleofaservicescapethatsupportstheserviceconceptandanotherthatdetracts Explainthesucc