Supporting facility & process flow Physical environment where Customer & provider co-production Chap. 5

Supporting Facility & Process Flows Chapter 5 Creating the Right Environment

Home Depot Lowe’s Aisles are narrow Ceiling high merchandise Lighting is industrial Check out line is long Lowe’s Copy its rival first Wide aisles Bright lighting Merchandise display encourage browsing Physical Environment shapes customer’s behaviors & perceptions

Environmental Orientation Considerations Spatial cues are needed to orient visitors. Orientation aids and signage such as “You Are Here” maps reduce anxiety. Color-coded subway routes 5-5

Environmental Orientation Considerations Formula facilities draw on previous experience. Entrance atrium allows visitors to gain a quick orientation and observe others for behavioral cues. 5-7

Servicescapes Designing Physical Surroundings to Affect Employee and Customer Behavior Ambient Conditions: background characteristics such as noise level, music, lighting, temperature, and scent 百貨公司、美食街、夜市、名品店 Spatial Layout and Functionality: reception area, circulation paths of employees and customers, and focal points 大賣場、醫院、主題樂園、學校 Signs, Symbols, and Artifacts: selection, orientation, location, and size of objects 5-8

Typology of Servicescapes 5-9

Behavior in servicescapes A building communicates a message to both its customers and employees

Invoke social interaction between and among customers and employees Approach or avoidance behavior

Servicescape Elements 5-13

Ambient conditions Temperature, lighting, noise, music, and scent All of human’s five senses Music tempo Pace of shopping, length of stay, amount of money spent Convenience store play “elevator music” Drive away teenager Loitering teen discourage paying customers from entering Cookie shop Open doors to emit fragrance of freshly baked

Spatial layout and functionality Arrangement of furniture & equipment Visual and functional landscape for service delivery Fast food restaurant Menu are posted over the cash register Self serve drink between counter and table Waste containers locate near exits

Signs, symbols, and artifacts Explicit and implicit signals Explicit Implicit Floor covering Doctors office

Servicescape Visual metaphor for organizational offers Home Depot Orange colors, bare floors, industrial lighting, generally cluttered look Masculine image of construction industry Lowes Soft blue, attractively displayed merchandise Female friendly image for the home improvement

Facilitate customer orientation Way finding techniques Color coded subway lines Logical flow planning Audible assistance Google maps for store location Website navigations Encourage social interaction Waiting areas with round tables for social interaction with rows of chairs

Focus employee’s behavior

Facility design Directly impact service operations Hospital Group operating rooms together Enable surgeons to communicate easily Provide ample pleasant place to walk Encourage early ambulation to promote faster recovery Community dinning rooms Allow patient to get together Require walking

Good design and layout enhance service Adequate lighting Fire exits Proper location of dangerous equipment Privacy & security

Factors influence facility design Nature and objectives of service organization Land availability and space requirement Flexibility Security Aesthetic Community and environment

Factors influence facility design Nature and objectives of service organization Most important parameter Bank Spacious and comfortable waiting area Vaults Physicians Privacy for patient Modern and advance looks Engender immediate recognition of service 學校外觀、教堂、廟宇

Factors influence facility design Land availability and space requirement Costs, zoning requirement, actual area Urban area Lot is relatively small Building expand upward Suburban & rural Lands are larger and more affordable Zoning laws on land usage & exterior appearance Off-street parking Future expansion

Factors influence facility design Flexibility Adapt to change in quantity and nature of demand Design for the future Expansion for present service Accommodate new and different service Walk-in, drive-thru Significant financial saving in the long run Airport Failure to anticipate growth Security check

Factors influence facility design Security Airport security after 911 More sophisticate carry-on scanners Wipes to detect explosive residue Profiling (Info technology) Surveillance camera for buildings To discourage would-be robbers To identify violator Jails, level 4 labs Department stores: tags on mechandises

Factors influence facility design Aesthetic Sense of elegance and attention to customer’s needs Upscale department store Floor carpet Complimentary lighting Well-groomed salesperson Roomy fitting rooms Sense of bargain Outlet stores Both offer attractive, quality services

Factors influence facility design Community and environment Traffic congestion due to new stores Noise and odor of new restaurant New detention facility Zoning

Process analysis: Types of Services Processes Process Type Service Example Characteristic Management Challenge Project Consulting One-of-a-kind engagement Staffing and scheduling Job Shop Hospital Many specialized departments Balancing utilization and scheduling patients Batch Airline Group of customers treated simultaneously Pricing of perishable asset (seat inventory) Flow Cafeteria Fixed sequence of operations Adjust staffing to demand fluctuations Continuous Electric Utility Uninterrupted delivery Maintenance and capacity planning 5-29

Process analysis Flowcharting Identify bottleneck operation Determine system capacity Making improvement

Swim Lane Flowchart of Graduate School Admissions 5-31

In Class exercise Do your own service flowchart

Gantt Chart for Mortgage Service Visual presentation of activity-based schedule 5-34

Process Analysis Terminology Cycle Time is the average time between completions of successive units. Bottleneck is the factor that limits production usually the slowest operation. Capacity is a measure of output per unit time when fully busy. Capacity Utilization is a measure of how much output is actually achieved. Throughput Time is the time to complete a process from time of arrival to time of exit. 5-35

Process Analysis Terminology (cont.) Rush Order Flow Time is the time to go through the system without any queue time. Direct Labor Content is the actual amount of work time consumed. Total Direct Labor Content is the sum of all the operations times. Direct Labor Utilization is a measure of the percentage of time that workers are actually contributing value to the service. 5-36

Facility Layout Layout Location arrangement of the service delivery system Functional layout 人力資源部門、會計部門 Indirect labor (maintenance, management) Flow process layout Product Job shop layout Project

Flow process layout and work allocation problem Service with predefined activities that all customers must experience Cafeteria Driver license application A well-balanced line will have all jobs be of nearly equal duration to avoid bottleneck

Example 5.2 6 activities process

Design #1 Bottleneck activity #3 Requires 6 operators Capacity: 60 application per hour

Design #2 Bottlenecks: on 3 activities Requires 7 person Capacity: 120 applications per hour

Design #3 Operator trained to do all activities 1 – 5 Line is most balanced

Job shop process layout No particular fixed sequence Inter-departmental flow matrix Cost matrix Traveling distance, Minimize total cost CRAFT, computerized Relative Allocation of Facilities Technique

Job Shop Layout: Ocean World Theme Park 5-44

Mini case Case 5.3 Esquire Department store Case 5.4 Central Market 找一個當地百貨公司，某個樓層，畫個簡圖，給些建議 Case 5.4 Central Market 找一個市場或夜市，畫個簡圖，給些建議