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Chapter 9 - 1
CUSTOMER MANAGEMENT
3. Delivery Gap
Execution of design/delivery specs 5. Perceptions Gap Customer perceptions of service execution 7. Service Gap Customer experience relative to expectations
Slide 2007 by Christopher Lovelock and Jochen Wirtz
Communications
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Fluctuating demand is a major challenge for service providers like airlines, restaurants, resorts, transport, courier services, beauty saloons, theatres etc Services are perishable It cannot be inventoried and cant be consumed at later stage There are cyclical shifts in demand An airline seat not sold on a given flight cannot be left in inventory and resold the following day. The productive capacity of that seat on that light has perished.
Services cannot be transported from one place to another or transferred from one person to another.
In peak periods prospective customers are turned away and its very disappointing for service provider. In low periods the facilities are idle
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 9 - 5
The fundamental issue underlying supply and demand management is the lack of inventory capability.
Services cannot be inventoried during periods of slow demand to use later when demand increases.
The lack of inventory capability is due to the perish ability of services and their simultaneous production and consumption An airline seat not sold on a given flight cannot be left in inventory and resold for the following day. The productive capacity of that seat on that flight has perished.
Services cannot be transported from one place to another or transferred from one person to another.
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Demand and supply are well balanced at the level of optimum capacity : staff and facilities are busy without being overworked and customers receive good service without delays. It is the ideal stage.
Excess capacity : demand is below optimum capacity and productive resources are underutilized, resulting in low productivity. Customers may receive excellent quality on an individual level because they have full use of facilities, no waiting and complete attention from staff. But its loss of capacity for
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 9 - 7
Excess capacity
TIME CYCLE 2
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There are often limits to a firms capacity to serve additional customers at any particular time Service firms may also be constrained in terms of being unable to reduce their productive capacity during periods of low demand Productive capacity: it refers to the resources or assets that a firm can employ to create goods and services.
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Physical equipment used to process people, possession or information processing : it embraces a huge range of items and it is very situation specific. E.g ATMs.
Labor: it is key element of productive capacity. Staffing for restaurant servers, nurses, call centers staff Infrastructure: public or private infrastructure to facilitate the delivery of services. E.g electricity
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 9 - 12
Capacity constraints
Time: a consultant, a hair dresser, a counselor all sells their time. If demand exceeds, additional time cannot be created. Service provider is time constrained Labor: labor or staffing levels can be the primary capacity constraint. Equipment constrained: e.g health clubs Facilities constrained: hotel rooms, airline seats.
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Stretch existing capacity: new resources are added like people facilities and equipment are asked to work harder and linger to meet demand Stretch time temporarily: extend the hours of service to accommodate demand. Stretch labor temporarily: employees are asked to work longer and harder during periods of peak demand Stretch facilities temporarily: restaurants etc can sometimes be expanded temporarily by the addition of tables, chairs etc.
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Cross-train employees: if employees are cross-trained, they can shift among tasks, filling in where they are most needed. Cross-training increases the efficiency of the whole system and avoids underutilizing employees in some areas while others are over-burdened. E.g many banks cross-train their employees, for different roles and to meet peak demands. Outsource: firms that find they have a temporary demand may choose to outsource service. Modify or move equipments and facilities ( creating flexible demand) : sometimes it is possible to adjust, move, or creatively modify existing capacity to meet demand fluctuations. E.g in hotels, two rooms with a locked door in between can be rented to two different customers in high demand and turned into suite in low demand. Boeing 777 can be modified in hours to match demand and seating arrangement can be quickly reconfigured. Mobile training facilities, mobile clinic vans of blood donation
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 9 - 19
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Predictable Cycles
In looking to the graphic representation of demand levels, predictable cycles may be detected, including daily ( variations occur by hours) , weekly (variations occur by day), monthly ( variation occur by day or week) and yearly ( variations occur according to months or seasons) E.g in restaurant industry, demand generally varies by hours, week, and season. In banking industry demand can vary by hour, by day of the week ( last day and the first day of week most demand) and festivals.
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Record weather conditions and other special factors that might influence demand
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Reduce demand
Higher prices Communication promoting alternative times
Increase demand
Lower prices Communication, including promotional incentives Vary product features to increase desirability More convenient delivery times and places
1) Taking no action
Taking no action and leaving demand to find its own level Customers learn from experience or word of mount when they can expect to stand in line to use the service and when it will be available without delay. The trouble for the service provider is that they may find competitor who is more responsive. Unorganized queuing results and may irritate and discourage customers for future usage.
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4) Offer incentives for nonpeak usage: in an attempt to shift demand away from peak times, some firms will offer incentives to encourage customers to shift their use of services to other times. 5) Set priorities: when demand for the services is high and there is limited capacity, service providers can prioritize who is served by taking care of loyal customers first.
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4) Differentiate on pricing: discounting prices during the slow demand. It relies on basic economies of supply and demand.
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 9 - 32
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An average person may spend up to 30 minutes/day waiting in lineequivalent to over a week per year! Almost nobody likes to wait
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Because the number of arrivals at a facility exceeds capacity of system to process them at a specific point in the process
Queues are basically a symptom of unresolved capacity management problems
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Parallel lines to multiple servers Designated lines to designated servers Single line to multiple servers (snake)
28 29 25 26 27 32 23 21 20 24
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Designated lines: involve assigning different lines to specific categories of customer. It mainly is observed in the supermarkets. E.g 12 items or less. Different check in stations for first class, business-class, and economyclass airline passengers.
Take a number: saves customers the need to stand in queue, because they know they will be called in sequence. This allows the customers to sit and relax. Hybrid approaches
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Virtual waiting
Research suggests that selecting the most appropriate type of queue is important to customer satisfaction Virtual queue is the strategy to take the physical waiting out of the wait altogether. Customers can register their place in line on a computer, which estimates the time at which they will reach the front of the virtual lines and should return to their places.
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Benefits of Reservations
Controls and smoothes demand Pre-sells service Informs and educates customers in advance of arrival Saves customers from having to wait in line for service (if reservation times are honored) Data captured helps organizations
Prepare financial projections Plan operations and staffing levels
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Setting Hotel Room Sales Targets by Segment and Time Period (Fig.9.7)
Capacity (% rooms)
100%
Week 7
(Low Season) Out of commission for renovation Loyalty Program Members Transient guests
Week 36
(High Season) Loyalty Program Members
50%
Weekend package
Transient guests
W/E package
Time Nights: M
Tu
Th
Productive resources are used for creating goods and services; when facing capacity constraints, firms can consider
Stretching or shrinking capacity levels Adjusting capacity to match demand Creating flexible capacity To determine what factors govern demand, firms need to Understand patterns of demand Analyze drivers of demand Divide demand by market segments
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 9 - 52