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2014 | Buch

Factories or Theatres? The Future of Service Kapitel lesen Erstes Kapitel lesen

Managing Consumer Services

Factory or Theater?

herausgegeben von: Enzo Baglieri, Uday Karmarkar

Verlag: Springer International Publishing

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book presents latest research on the evolution of consumer services, as these services continue to become a larger part of the economy in the world. Four core focal points lead the central message of the book: first, the convergence of back and front offices; second, placing the client as a fundamental input of services production and delivery process, and 'industrializing' the customers' role to combine efficiency and experience; third, the constitution and role of inputs necessary for the configuration, production and delivery of the service, with the crucial role of 'operationalizing' the customers' experience; and fourth, the adoption of new technologies and the appropriate transfer of manufacturing managerial practices through service industrialization.

This is a special volume of articles based on solid research and analysis, including conceptualization of the important issues, as well as recommendations for managers. It presents case histories and managerial practices in some key sectors, such as financial services, health care, tourism/hospitality, entertainment and media, online services and home and personal services

Inhaltsverzeichnis

Frontmatter
1. Factories or Theatres? The Future of Service
Abstract
The pervasiveness of the service economy is as evident as it is frequently underestimated. Particularly, while the main attention is paid to the so called economy of the experience, a relevant change is taking place, what we called the service industrialization. It is the consequence of a twofold phenomenon: on the one hand, the adoption of the new technologies in order to run the service operations; on the other, the transfer of the most effective management practices from the goods manufacturing context to the service one. The service industrialization can enable the convergence of the two fundamental service operations models we have identified, namely the Service Factory and the Service Theatre.
Enzo Baglieri
2. The Industrialization of Services
Abstract
The industrialization of services, just as with goods production and manufacturing, is a complex topic. Perhaps more so, since services are very heterogeneous, and often have features that do not exist in most manufacturing processes. A fundamental aspect of services is the lack of a tangible output; in fact in many cases the outputs and outcomes may not even be observable. That creates basic issues around the entire question of productivity at least in the sense of measurement and quantification. Another service characteristic is the presence and participation of the customer in front office service processes. This creates challenges for managing process efficiency, as well as necessitating close attention to the implications for customer experience. So one has to look at “industrialization” of services with more than a single perspective and to understand the differences between back room and front office processes.
Uday Karmarkar
3. High Tech Versus High Touch: The Role of Human Intermediation in Information-Intensive Services
Abstract
In this research, we propose a conceptual framework useful for designing service delivery channels for certain types of information-intensive services. Using an operations management viewpoint, the proposed framework focuses on the complementary roles of information technology (tech) and human intermediation (touch) in the production and delivery of consumer services. We apply the proposed framework for designing delivery channels to retail banking services and discuss how human intermediation can be critically important and useful for improving information- and customer contact-intensive services.
Uday M. Apte
4. Connecting Factory to Theatre: Lessons from a Case Study
Abstract
This chapter examines the case of a service operation positioned as a ‘high-end’ service: Cinépolis Luxury Cinema in Del Mar, California. The cinema opened in 2011 offering a premium quality movie environment with luxuriously comfortable reclining seats, high quality audio-visual technology and a full dining service. It had been profitable in its first year of operation, yet there remained some intriguing challenges posed by the operations because of decisions and approaches to its service design and execution.
Simon Croom, Enzo Baglieri
5. Striking the Right Balance: How to Design, Implement, and Operationalize Customer Experience Management Programs
Abstract
In today’s economy companies focus on generating customer loyalty and a competitive advantage by creating favorable customer experiences (CX) (Badgett et al. 2007). Customer’s value perceptions are the outcome of their customer experiences (Meyer and Schwager 2007). Therefore, companies need to design, implement and manage corresponding customer experiences. Klaus and Maklan (2012) posit that CX recently receives significant attention as a business performance driver, and scholars and companies alike agree that CX is a, if not the, key strategic objective (Verhoef et al. 2009). Some companies develop a CX strategy to emphasize the strategic importance of experiential value, but both, scholars and managers struggle to understand fully the multifaceted concept of CX and its impact on financial performance (Klaus and Maklan 2013).
Philipp “Phil” Klaus, Bo Edvardsson
6. The Design of Consumer Experiences: Managerial Approaches for Service Companies
Abstract
The notion of experience is not something new for service research and research management. Indeed, various authors have referred to the customer experience in discussing the particular nature of services compared to goods, suggesting that the absence of a physical good could leave room for processes and activities in which the role and experiences of the players involved need to be considered.
Antonella Carù, Bernard Cova
7. Customer Experience and Service Design
Abstract
While services already dominate economic activity in all major economies in the world, there has been curiously little investigation into many aspects of service management. For example, while product design and development have received a great deal of attention, the subject of service design has not been very visible in the research literature. There are many individual designers and design firms famous for their contributions to product design, but the same cannot be said for services. Undoubtedly many examples of outstanding service design exist and we will mention some later in this work. But recognition of service design as a discipline, as a management function or a job description, still seems to be rare.
Uday S. Karmarkar, Uma R. Karmarkar
8. Transitioning to Value Co-development
Abstract
Developing strategic approaches to value creation for their firms and others is among the most fundamental challenges that managers face in all businesses. This implies the need to better understand both how value is created and the roles various parties within and outside the firm play.
Roberta Sebastiani, Daniela Corsaro, Stephen L. Vargo
9. From Service Experiences to Augmented Service Journeys: Digital Technology and Networks in Consumer Services
Abstract
The aim of this chapter is to explore a new conceptualization of the impact of digital technology on service experiences and relationships, based on both empirical observations and existing theories. We start by illustrating relevant examples and practices (retailing, tourism, education, financial services, restaurants …) in what we consider “digitally augmented services”; services where digital technologies augment the potential for value creation and co-creation (value in use) in mixed realities. We discuss these practices using theories developed in both marketing and communication studies, considering that the locus of innovation is in new forms of interaction possible through technology. The last part of this work discusses the managerial implications of the new conceptual framework.
Andreina Mandelli, Antonella La Rocca
10. Rethinking and Improving the Health Care Service Through Interactive Web Technologies
Abstract
The chapter frames the role of web-based technologies in value co-creation.
The study drew on a practice-based view and the S-D logic. The aim is twofold: to provide a framework of key elements in the value co-creation process (actors, resources, activities and value) and to identify practices for value creation in the health care service context.
Five practices are labelled as the outcome of the resource integration process which makes possible the co-creation of functional, emotional, social and epistemic value.
Web technologies are identified as operant resource which contribute to integrate resources and provide new opportunities to enhance the access, productivity and quality of the health care service.
Angela Caridà, Maria Colurcio, Monia Melia
11. Innovation in Services: The Case of Fleury—A Diagnostic Medical Center
Abstract
This book is mainly focused on the need to combine theater driven and factory driven organisations. It says how to involve customers to design the service process. In this sense, it is mainly related to the innovation in service processes. This chapter introduces another interesting element of innovation, the role of strategy and culture.
Eduardo Vasconcellos, Liliana Vasconcellos-Guedes, Rendrik Franco, Patricia Yumi Maeda, Luís F. A. Guedes, Marcos C. Bruno
12. Factory or Theatre? Towards the Convergence
Abstract
As already said, scholars have devoted the last five decades to the analysis of how services differ from their tangible counterpart, goods, and how they should be managed, marketed, and delivered. However, a significant gap still exists between the significance of services in the world economy and the attention paid to in the Operations Management (OM) literature (Johnston 2005; Metters 2010; Chase and Apte 2007; Heineke and Davis 2007; Metters and Marucheck 2007).
Enzo Baglieri, Uday Karmarkar
Backmatter
Metadaten
Titel
Managing Consumer Services
herausgegeben von
Enzo Baglieri
Uday Karmarkar
Copyright-Jahr
2014
Electronic ISBN
978-3-319-04289-3
Print ISBN
978-3-319-04288-6
DOI
https://doi.org/10.1007/978-3-319-04289-3

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