Page 91 - MBA curriculum and syllabus R2017 - REC

Department of MBA, REC

BA 17E45 SERVICES OPERATIONS MANAGEMENT LT P C
3 0 0 3
OBJECTIVE

To help understand how service performance can be improved by studying services operations management

UNIT I INTRODUCTION 9
Service operations management, Service and service operations, The challenges facing service operations
managers-Different types of services-B2B,B2C,G2C,Internal services, not for profit services-Judging the
success of a service operation.

UNIT II SERVICE DESIGN 9
New Service Development – Design elements – Service Blue-printing - process structure – generic
approaches –Value to customer; customer and relationship-customer retention, manging customer
relationship

UNIT III SERVICE QUALITY 9
Service Quality- customer expectations and satisfactionService Quality Gap Model; Measuring Service
Quality –SERVQUAL - Walk-through Audit; Quality service by design - Service Recovery - Service
Guarantees;

UNIT IV- SERVICE FACILITY DESIGN 9
Service scapes – behaviour - environmental dimensions – framework; Facility design – nature, objectives,
Service facility layout; Service Facility Location – considerations, Service process-importance, controlling
and repositioning service processes

UNIT V – PERFORMANCE MANGEMENT 9
Performance measurement-purpose-benchmarking-the relationship between operational decisions to business
performance-world class service-driving operational improvement- approaches, Service recovery, service
guarantees.
TOTAL: 45 PERIODS
OUTCOMES

1.To design and operate a service business using the concepts, tools and techniques of service operations
management.
2. To appreciate the application of services operations management aspects in
e) Service design
f) SERVQUAL
g) Facility location
3.To understand and develop the solution for a.Facility layout,b.Performance management issues
4.To design and formulate the walk through audits
5. Ability to formulate the solutions for performance management issues.

TEXTBOOKS

nd
1. Robert Johnston, Graham Clark, Service Operations Management, Pearson Education, 2 Edition, 2005
2.James A. Fitzsimmons, Service Management – Operations, Strategy, Information Technology, Tata
th
McGraw-Hill – 5 Edition 2006.

REFERENCES

1. Cengiz Haksever, Barry Render, Roberta S. Russell, Rebert G. Murdick, Service Management and
Operations, Pearson Education – Second Edition.

Curriculum and Syllabus | Master of Business Administration | R2017 Page 91