TSM_OpMgmt
MSE TSM Operatiosn Management
MSE TSM Operatiosn Management
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Cartes-fiches
service quality GAP Model
GAP 5: Customer Statisfaction
customer perception( Wahrnehmung) <> customer expectation (Erwartung)
Customer statisfaction is a gap are depending on minimizing gaps 1-4 which are associated with the delivery of service
Conjoint Analysis?
the most relevant method to estimate the preference score
model preference with linear regression
use of a conjoint analysis?
product optimization:
you can detect which product properties are how much relevant for the customers. so you can design your product by the highest average value
you can alos compare your product to a competitors product
yield managment
field of capacity managment?
field of demand management?
managing demand:
- develop reservations systems
- establishing price incentives (anreize)
managing capacity:
- sheduling work shifts
- part time employees
Yield management definition:
„Yield management is a comprehensive system to maximize revenue for capacity-constrainted
services using reservation systems, overbooking, and partitioning demand.“ (cmp.
Bordoloi/Fitzsimmons/fitzsimmons (2019).
What is a protection level and whats the goal of it?
Protection level is the capacity for each segment
Goal is a optimized protection level for maximising the profit / revenue
Value Dimension:
- Functional Value; "saves time"
- Economic / Financial Value; "saves money"
- Social value; "i am part of the group"
- Emotional value; "i feel great when i use it"
- Conditional value: waaas das?
Services vs. goods:
Goods = ...
Service = ...
Goods = transfering ownership
Service = renting of ressources
How can service quality measured?
- SERVQUAL: multi item scale for measuring the five dimensions of service quality
- Walk-through Audit: evaluate the service experience form a customer perspective
the five roles of technology in the service encounter:
A: Technology-free (customer interacts physical with a human service provider)
B: Technology-assisted (only service provider has access to tech - example X-Ray at the dentist)
C: Technology-faciilitated (both of customer and provider have access to the same technology - financial advise on pc)
D:Technology-mediated (not physical or face to face, communication above telephone, distant callcenter etc.)
E: Technology-generated (self-service): the humann service provider is replaced, self service
Bordoloi, S. K. (2019). Service management operations, strategy, information technology (Ninth
edition, international student edition). McGraw-Hill Education.
Maisters First Law of Service:
"Customer compare expectations with perceptions"
Satisfaction = Perception - Expectation
- If P>E, then customer is satisfied
- If P<E, then customer is unsatisfied
David H. Maister: The Psychology of Waiting Lines
Maisters Second Law of Services:
“It is hard to play catch-up ball.”
A bad experience in this first step will influence the whole service experience
David H. Maister: The Psychology of Waiting Lines
