运营管理65785PPT课件

.,SupportingFacilityandProcessFlows,CreatingtheRightEnvironment,.,LearningObjectives,Describetheimpactofthe“servicescape”onthebehaviorofcustomersandemployees.Identifyanddiscussthethreeenvironmentaldimensionsofservicescapes.Identifythesixcriticaldesignfeaturesofaservicesupportingfacility.Drawaprocessflowdiagramandcalculateperformancemetrics.Identifythebottleneckoperationinaproductlayoutandrebalanceforincreasedcapacity.Useoperationssequenceanalysistominimizeflow-distanceinaprocesslayout.Recommendfacilitydesignfeaturestoremoveanxietyofdisorientation.,7-2,.,.,.,.,TypologyofServicescapes,7-6,.,.,.,.,.,.,.,.,.,.,Servicescapes,DesigningPhysicalSurroundingstoAffectEmployeeandCustomerBehaviorAmbientConditions:backgroundcharacteristicssuchasnoiselevel,music,lighting,temperature,andscent.SpatialLayoutandFunctionality:receptionarea,circulationpathsofemployeesandcustomers,andfocalpoints.Signs,Symbols,andArtifacts:selection,orientation,location,andsizeofobjects.,7-16,.,ServicescapeElements,7-17,.,FacilityDesignConsiderations,NatureandObjectivesofServiceOrganizationLandAvailabilityandSpaceRequirementsFlexibilitySecurityAestheticFactorsTheCommunityandEnvironment,7-18,.,ProductLayout:WorkAllocationProblem,AutomobileDriversLicenseOfficeReviewPaymentViolationsEyeTestPhotographIssue,124015,212030,36060,49040,518020,612030,ActivityNumber(s)CapacityperhourCycleTimeinseconds,In,Out,7-19,.,AutomobileDriversLicenseOffice(ImprovedLayout),1,46555,36060,36060,1,46555,612030,518020,212030,In,In,Out,7-20,.,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,.,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,.,ProcessFlowChartingSymbols,CategorySymbolDescriptionOperationAnoperationperformedbytheserveroff-lineorcustomersself-service.Apossibleservicefailurepoint.CustomerAnoccasionwhenserverandcustomerinteract.Ancontactopportunitytoinfluencecustomerserviceperceptions.TravelThemovementofcustomers,servers,orinformationbetweenoperations.DelayDDelayresultinginaqueueandaneedforwaitingspaceforcustomers.InspectionAnactivitybycustomerorservertomeasureservicequality.,.,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.,.,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.,.,EnvironmentalOrientationConsiderations,NeedforspatialcuestoorientvisitorsFormulafacilitiesdrawonpreviousexperienceEntranceatriumallowsvisitorstogainaquickorientationandobserveothersforbehavioralcuesOrientationaidsandsignagesuchas“YouAreHere”mapsreduceanxiety,7-26,.,HealthMaintenanceOrganization(A),7-27,.,HMO(A)QUESTIONS,Beginningwithagoodinitiallayout,useoperationssequenceanalysistodetermineabetterlayoutthatwouldminimizethewalkingdistancebetweendifferentareasoftheclinic.Defendyourfinallayoutbasedonfeaturesotherthanminimizingwalkingdistance.,7-28,.,HealthMaintenanceOrganization(B),7-29,.,HMO(B)Questions,Identifythebottleneckactivity,andshowhowcapacitycanbeincreasedbyusingonlytwopharmacistsandtwotechnicians.Inadditiontosavingsonpersonnelcosts,whatbenefitsdoesthisarrangementhave?,7-30,.,EsquireDepartmentStore,UseCRAFTlogictodevelopalayoutthatwillmaximizecustomertimeinthestore.Whatpercentageincreaseincustomertimespentinthestoreisachievedbytheproposedlayout?Whatotherconsumerbehaviorconceptsshouldbeconsideredintherelativelocationofdepartments?,7-31,.,TheRoleoftheServicescape,7-32,.,Concept:amodernfarmersmarketforthediscerningcustomerAestheticsForceFlowQueuingResults,TheServicescape,“Wewanttochangethewaypeopleeat”BrianCronin,GeneralManager,7-33,.,Aesthetics,7-34,.,ForceFlow,7-35,.,NormalGroceryStore,7-36,.,Deli/Meat,Checkout,ExpressLanes,1,3,6,2,5,4,QueuingSystems,7-37,.,CentralMarket,AverageGroceryStore,60kft2,100kft2,Size,Sales/Customer,$40,$20,Transactions/Week,25,000,50,000,ProductMix,Wine,Groceries,Comparison,7-38,.,“Therescheeseattheendofthemaze”,QuestionsHowdotheenvironmentaldimensionsoftheservicescape(ambientconditions,space/function,signs,symbols&artifacts)explainthesuccessofCentralMarket?Commentonhowtheservicescapeshapesthebehaviorsofbothcustomersandemployees?,7-39,.,RecommendationsforImprovement,NewCustomerOrientationGreetersSignage(internalandexternal)MapsParkingandTrafficFlow,7-40,.,TopicsforDiscussion,Comparetheattentiontoaestheticsinwaitingroomsthatyouhavevisited.Howdidthedifferentenvironmentsaffectyourmood?Giveanexampleofaservicescapethatsupportstheserviceconceptandanotherthatdetracts.Explainthesuc