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

2. Supporting Facility & Process Flows
Chapter 5
Creating the Right Environment

4. 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

5. 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

7. 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

8. 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

9. Typology of Servicescapes
5-9

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

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

13. Servicescape Elements
5-13

14. 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

15. 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

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

17. 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

18. 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

19. Focus employee’s behavior

20. 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

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

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

23. 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

24. 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

25. 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

26. 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

27. 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

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

29. 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

30. Process analysis Flowcharting Identify bottleneck operation
Determine system capacity
Making improvement

31. Swim Lane Flowchart of Graduate School Admissions
5-31

33. In Class exercise
Do your own service flowchart

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

35. 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

36. 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

37. 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

38. 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

39. Example 5.2
6 activities process

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

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

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

43. 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

44. Job Shop Layout: Ocean World Theme Park
5-44

45. 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