THE MALL IS MY FACTORY: REFLECTIONS OF A SERVICE JUNKIE

This paper presents a personal perspective on the history, current research, and emerging topics in the field of Service Operations Management. I see research in the field evolving from a focus on classifications and operations research models in the 1970s and 1980s, to a current focus on laboratory studies, and survey- and case-based research. Selected current research is presented under the following headings: Service encounter design, service quality, drivers of service competitiveness, yield management, and the information revolution and the globalization of services. Examples of creativity in service delivery and some whimsical characteristics of service junkies are also presented.     

THE ECONOMICS OF CAPACITY AND MARKETING MEASURES IN A SIMPLE MANUFACTURING ENVIRONMENT

As manufacturing firms push to achieve shorter lead times and higher levels of customer service, the basic capability of underlying manufacturing processes must be reexamined. The capacity and operational variability of a process dictate a certain set of realistic performance goals. In this paper, we examine this fundamental relationship from an economic perspective using two levels of analysis. At the aggregate level, we model the manufacturing process as a single server queue and compare the traditional roles of marketing and manufacturing in setting performance and process design parameters. Insights gained at this level are incorporated into the analysis of a realistic multiserver, multistation manufacturing line. We develop an interaction decision tool to guide the selection of process and performance parameters in this more complex environment.     

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.     

Institutional legacies in TNCs and their management through training academies: the case of transnational law firms in Italy

In this article we highlight the effects of heterogeneous institutional contexts on transnational professional service firms, a relatively poorly studied issue. Specifically, we provide empirical analysis of how the specificities of the Italian institutional context affect the activities of English legal professional service firms in Milan. This reveals the intimate connection between a variety of capitalism, place specific workplace cultures and practices, and the institution‐related challenges transnational professional service firms and all transnational corporations (TNCs) face. We also reveal the way institutionally generated differences at the level of work practices are managed in transnational law firms through worldwide training programmes designed to ‘govern’ the practices of workers in different parts of the TNC's network. This emphasizes the importance of studying attempts to manage institutional heterogeneity at the level of workplace practices, something often missed in existing mesoscale studies of TNC governance structures. Consequently, we highlight detailed empirical archaeologies that explore the direct links between institutions and practices as an important component of future research on the effects of institutions on TNCs.     

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.     

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.     

Service outsourcing and labour mobility in a digital age: transnational linkages between Japan and Dalian,China

In this article, I examine the transnational mobility of digital workers and the control of their labour across multiple production sites. The digitalization of work has progressively allowed businesses to outsource IT‐enabled service jobs to cheaper production sites offshore. The growth of the ‘offshore outsourcing' of white‐collar service jobs in East Asia has produced the mobility of cheap digital labour from Japan to Dalian in northeast China. They work at call centres and other Japanese‐speaking workplaces in the lower echelons of the city's IT sector, typically earning salaries in Chinese yuan at, or even below, the average Japanese minimum wage. Based on ethnographic findings, I argue that in the global digital economy, digital services are rendered exploitable through their transnational mobility and that this form of labour migration has developed because of the partial, fluid and contingent nature of the transnational links between the two locations. I analyse how the neoliberal logic of exception underpins the creation of IT parks in China and the casualization of labour in Japan to enable new forms of transnational labour control and capital accumulation.     

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.     

RESOURCE ALLOCATION TO IMPROVE SERVICE QUALITY PERCEPTIONS IN MULTISTAGE SERVICE SYSTEMS

Service quality improvement has become an imperative in today's service firms. In this paper, we present a modeling framework that combines marketing and operations viewpoints for resource allocation. The framework can be used to allocate resources to the different stages of a multistage service system, where the manager's goal is to improve customers' perceptions of service quality, given some budget. Optimal allocation guidelines are provided, and the interplay of three factors on the resulting allocation scheme is captured. These factors are the current level of customers' perceptions of service quality at each stage, the cost of implementing a service quality improvement at each stage, and the importance placed by customers at each stage. Sensitivity analysis to provide additional managerial insights is also performed. We demonstrate the applicability of the modeling framework, using data from a real life health care environment. Model limitations and future research are also discussed.     

SERVICE PROCESS CONFIGURATIONS IN ELECTRONIC RETAILING: A TAXONOMIC ANALYSIS OF ELECTRONIC FOOD RETAILERS

We developed a taxonomy of service processes in electronic retailing using data from 255 electronic food retailers. The taxonomy is comprised of eight service process configurations. Analysis of publicly available data on on‐line customer ratings for 52 retailers in the study sample shows that the ordering of the configurations in the taxonomy on a continuum of low to high flexibility is associated positively with (i) customer satisfaction with web site aesthetics, web site navigation, product selection, product information, customer support, and ease of return, and (ii) customer loyalty.