Service Operations Management
Student teams will select a service industry segment (i.e., health care, telecommunications,
lodging, travel, entertainment, food service, etc.) that interests you or which you are familiar, and
to which you have access. Your team will prepare a Service Industry Report that investigates this
particular service industry. This project will allow you to apply various concepts introduced
during the course and allow you to acquire a deeper understanding of one particular service
industry. The project should include (but is not limited to) the following sections.
1. Industry Analysis (This section should be brief)
• An overall description of the industry selected
• Current trends in this industry
• The competitive environment and key players
• Overall opportunities and threats facing this industry
2. Service Strategy
• Strategic service concept
• Competitive service strategies
• Service purchase decision factors
• Strategic positioning
• Etc.
3. Service Encounter (you should make a few visits to a participant in the industry segment you
have chosen to get first-hand perceptions of the service encounter)
• Service delivery process
• Servuction components
• Service package
• Servicescapes
• Environmental Orientation
• Moments of truth
• Etc.
4. Service Offering
• Using the service classification schemes examined in class, explain how you
would categorize the firm.
• What are the ‘bundle of benefits’ obtained by the customer? What do you
think the (different) customer expectations regarding service performance
are?
• Explain how the characteristics that distinguish manufacturers from service
providers impact this firm.
5. Key Success Factors/Speculation (apply your knowledge and research of the industry to the
firm you analyzed)
• Explain the role of technology/information
• Explain the role of customer service excellence
• Explain the role of loyalty
• Explain the use of supply and demand management
• Evaluate the positioning strategy of the firm you selected
• What opportunities appear to be available to this firm?
• What suggestions would you provide to this firm to help them improve and
remain competitive?
• What advice would you give to a firm planning to enter this industry?
docsity.com