PIECING TOGETHER SERVICE QUALITY: A FRAMEWORK FOR ROBUST SERVICE*

This paper addresses the issue of service design, specifically that of designing the service encounter for improved quality. We introduce a framework based on the three T's of task, treatment, and tangibles as a means of organizing the application of the diverse and growing body of service quality literature to encounter design. The framework is consistent with how successful service managers disaggregate the design problem. More importantly, we show that mutually supportive interrelationships between the three T's produce an opportunity for designing in a robustness to service failure. The framework is supported by case based evidence.     

PRODUCT AND SERVICE QUALITY: THE ANTECEDENTS OF CUSTOMER LOYALTY IN THE AUTOMOTIVE INDUSTRY

Prior literature has examined product quality and service quality separately as antecedents of customer loyalty. In the context of the automotive industry, we present a framework that examines the simultaneous impact of product and service quality on consumers' purchase intentions. The framework is operationalized as several hypotheses that posit relationships between service quality, service satisfaction, product quality, and customer loyalty. The hypotheses are tested using three sources of data: (i) archival data on product quality and customer purchases, (ii) consumersíresponses to a survey instrument, and (iii) Consumer Reports. Results indicate general support for main hypotheses proposed.     

ADAPTING THE QFD APPROACH TO EXTENDED SERVICE TRANSACTIONS

This paper proposes an adaptation of quality function deployment (qfd) for services, more specifically extended service transactions. We propose two modifications to service applications of Qfd. One is the inclusion of higher-level customer needs (consequences, benefits, experiences, and personal values) to incorporate the experiential and personal nature of extended service transactions into the process. The second modification is to use customers' knowledge and expertise regarding service production and delivery as input beyond the house of quality. An interviewing method is proposed for a comprehensive assessment of customer needs at multiple levels. Results from an empirical application of this technique to luxury business hotels support the proposed modifications to Qfd to increase its potential for application to services.     

OPTIMAL AND HEURISTIC SOLUTIONS FOR THE MULTI‐ITEM NEWSVENDOR PROBLEM WITH A SINGLE CAPACITY CONSTRAINT

This research considers a multi‐item newsvendor problem with a single capacity constraint. While this problem has been addressed in the literature, the focus here is on developing simple, closed‐form expressions for the order quantities. The benefit of such an approach is that the solutions are straightforward to calculate and have managerial appeal. Additionally, we show these expressions to be optimal under a variety of conditions. For more general cases when these optimality conditions do not hold, we use these expressions as heuristic solutions. Via computational studies, we demonstrate that these heuristics are extremely effective when the optimality conditions are not satisfied.     

A NEW LEARNING APPROACH TO PROCESS IMPROVEMENT IN A TELECOMMUNICATIONS COMPANY

Redesigning and improving business processes to better serve customer needs has become a priority in service industries as they scramble to become more competitive. We describe an approach to process improvement that is being developed collaboratively by applied researchers at US WEST, a major telecommunications company, and the University of Colorado. Motivated by the need to streamline and to add more quantitative power to traditional quality improvement processes, the new approach uses an artificial intelligence (AI) statistical tree growing method using customer survey data to identify operations areas where improvements are expected to affect customers most. This AI/statistical method also identifies realistic quantitative targets for improvement and suggests specific strategies predicted to have high impart. This research, funded in part by the Colorado Advanced Software Institute (CASI) to stimulate profitable innovations, has resulted in a practical methodology used successfully at US WEST to help set process improvement priorities and guide resource allocation decisions throughout the company.     

POWER APPROXIMATIONS FOR A TWO-ECHELON INVENTORY SYSTEM USING SERVICE LEVELS

We consider a two-echelon inventory system with one warehouse and several stores. The warehouse as well as the stores are controlled by periodic review (s, S) inventory policies. We study the interrelationship between the safety stocks at the warehouse and the stores. Stockouts at the warehouse will result in supply delays to the stores and cause the lead time to be stochastic. The stores may react by increasing their safety stock. However, there is a trade-off between the safety stock at the warehouse and the safety stock at the stores. We use a service level at the warehouse to quantify the effect of warehouse stockouts on the lead time to the stores. The service level at the warehouse is considered a decision variable to find the best compromise between the various safety stocks by minimizing the overall costs. Using power approximations for the (s, S) policies, we provide an iterative procedure for adjusting the lead time distribution to the stores; this can result in substantial savings, but it doesn't guarantee the overall optimality. Numerical studies are provided to test the accuracy of approximations. The effects of the different system parameters on the inventory policy give general guidelines for use of the policies.     

THE BENEFITS OF OPTIMIZING PRICES TO MANAGE DEMAND IN HOTEL REVENUE MANAGEMENT SYSTEMS

We investigate the revenue impact of a new Price Setting Method (PSM) and compare it with the industry standard Bid Price Method (BPM). This comparison is performed via a simulation that was validated by a major hotel chain. In 27 out of the 32 cases, the PSM outperformed the BPM based on statistically significant tests. The PSM produces an average revenue increase of 34%, which can be thought of as an upper bound on the realistic revenue increase.     

SCHEDULING FLEXIBILITY IN THE SERVICE SECTOR: A POSTAL CASE STUDY

This is a case study of workforce scheduling in the U.S. postal system. We use it to analyze the benefits of scheduling flexibility at postal distribution systems, which can come from several sources. We focus on the additional flexibility deriving from increasing the proportion of part-time employees, as well as from increasing the cross-training of part-time employees. These two dimensions of scheduling flexibility are decision points of particular interest to the postal management. We used a large-scale simulation model of the dynamic functioning of the postal distribution system in conjunction with a staff-scheduling model to obtain insights into policy issues of interest. Our results show that the operating environment at a distribution station affects cost and customer service performance, and that gains from greater scheduling flexibility are situationally dependent. The benefit of cross-training part-time workers is modest over the range of levels considered realistic for distribution stations. Our overall recommendation is for postal managers to increase the proportion of part-time employees, allowing more efficient matching of resources with the varying demands for mail delivery on different routes. For the range of conditions we modeled, cost reductions from more part-time workers average over six percent when capacity utilization is low. Customer service improvements are even larger, and range between 20 and 43% when capacity utilization is high. Improvements at the upper end of the range are achieved when demand variability is also at its highest.     

IMPLEMENTING INITIATIVES ON QUALITY: AN INTRODUCTION TO THE SPECIAL ISSUE ON TOTAL QUALITY MANAGEMENT

In the early 1980s, companies around the world, learning from the Japanese experience, saw that they could address their severe competitive problems related to productivity and quality only by looking at the entire set of processes and organizational relationships in the context of the customer's needs. This approach was termed total quality management (TQM). As companies pursue quality-related initiatives, they must deal with a number of issues; some of these issues are addressed here: measurement of benefits, feedback and recognition, work-teams, teaching continuous improvement, and enhancing the effectiveness of statistical process control charts.     

EMPLOYEE DEVELOPMENT: AN EXAMINATION OF SERVICE STRATEGY IN A HIGH‐CONTACT SERVICE ENVIRONMENT

A critical component of service strategy in high‐contact environments is service encounter management. Effective service encounters are a result of the quality of employee development, including systems for work and job design, training and development, and attention to employee well being. Results of empirical analysis indicate that service strategies reflecting the dimensions of employee development drive employee outcomes such as productivity and satisfaction. Employee outcomes are significantly associated with customer satisfaction, but only some linkages to financial performance are significant. This study illustrates the importance of employee development in service strategy design for managing service encounters in high contact service environments.     

APPOINTMENT POLICIES IN SERVICE OPERATIONS: A CRITICAL ANALYSIS OF THE ECONOMIC FRAMEWORK

In this paper we review the literature on appointment policies, specifically in terms of the objective function commonly used and the assumptions made about the behavior of demand. First, we provide an economic framework to analyze the problem. Based on this framework we make a critical analysis of the objective functions used in the literature. We also question the validity of the assumption made throughout the literature that demand is exogenous and independent of customers' waiting times. We conclude that the objective functions used in the literature are appropriate only in the case of a central planner facing a demand that is unresponsive to waiting time. For other scenarios, such as a private server facing a demand that does react to waiting time, these objective functions are only shortcuts for the real objective functions that must be used. A more general model is then proposed that fits these scenarios well. Finally, we determine the impact of using the literature's objective functions on optimal appointment policies.     

DEVELOPING SOPHISTICATED QUALITY IMPROVEMENT APPROACHES THROUGH BUSINESS-ACADEME COLLABORATIONS: INTRODUCTION TO THE SPECIAL ISSUE

The pursuit of better performance has led to a number of business-academe collaborations. These collaborators have developed a number of sophisticated approaches that go far beyond such traditional simple methods as benchmarking against the best company, Ishikawa diagrams on feedback and control, Pareto diagrams, incentive systems based solely on output or quality, standard process control charts, and separate treatment of control charts and product inspection. The authors in this special issue report on approaches like benchmarking industrial performance through industry studies; the use of an artificial-intelligence statistical-tree growing method to analyze complex customer service data; an incentive system based on the total quality management (TQM) concepts of continuous improvement, teamwork, adaptation to change, and a focus on customer satisfaction; and integration of product inspection and process control. Because of the continuing widespread interest in TQM, there is an opportunity to take stock of how successful TQM initiatives have been and how we should consolidate and further extend the knowledge in TQM. Two of the papers report on the gap between what organizations espouse as TQM and what they actually implement and on the literature on TQM.     

INSIGHTS ON SERVICE SYSTEM DESIGN FROM A NORMAL APPROXIMATION TO ERLANG'S DELAY FORMULA

We show how a simple normal approximation to Erlang's delay formula can be used to analyze capacity and staffing problems in service systems that can be modeled as M/M/s queues. The numbers of servers, s, needed in an M/M/s queueing system to assure a probability of delay of, at most, p can be well approximated by s ≅ p + z_***I-p+, where z_1-p, is the (1 - p)th percentile of the standard normal distribution and ρ, the presented load on the system, is the ratio of Λ, the customer arrival rate, to μ, the service rate. We examine the accuracy of this approximation over a set of parameters typical of service operations ranging from police patrol, through telemarketing to automatic teller machines, and we demonstrate that it tends to slightly underestimate the number of servers actually needed to hit the delay probability target—adding one server to the number suggested by the above formula typically gives the exact result. More importantly, the structure of the approximation promotes operational insight by explicitly linking the number of servers with server utilization and the customer service level. Using a scenario based on an actual teleservicing operation, we show how operations managers and designers can quickly obtain insights about the trade-offs between system size, system utilization and customer service. We argue that this little used approach deserves a prominent role in the operations analyst's and operations manager's toolbags.     

DESIGNING HIGH-CONTACT SERVICE SYSTEMS: APPLICATION TO BRANCHES OF A SAVINGS AND LOAN*

The customer-contact model represents one of the few conceptually based approaches for designing service systems. This paper develops that concept further for high-contact systems, relative to efficiency and effectiveness notions. Four design features (contact technologies, contact training, data bases, and contact roles) are developed and a simple design methodology (built around the four design features) is presented. A demonstration of the design methodology is provided through its applications to branches of a savings and loan. Areas for additional theoretical and practical refinement of the model and the desirability of multidisciplinary research are discussed.