AKTU Service Operations Management (BMBOM04) Syllabus PDF – MBA 4th Semester

Course Objectives: The objective of this course is to:

• Understand the fundamental concepts, nature, and scope of service operations management across diverse service sectors.
• Analyze the design, development, and delivery of service processes using various operational frameworks and models.
• Evaluate service quality management techniques, capacity planning, and demand-supply alignment strategies. .

Unit 1: (8 Hours)

Introduction to Service Operations: Nature and characteristics of services, Classification of service industries, Evolution of service operations management, Service Economy and Growth of Services. Service encounter and service delivery system, Service process matrix and service positioning strategies. Role of service operations in organizational competitiveness.

Unit 2: (8 Hours)

Service process design: flow diagrams, blueprinting, process analysis. Service capacity planning and management. Managing demand and capacity mismatches. Service Process Management:

Queue management and waiting line models, Service facility location decisions, Facility layout and service environment design. Employee scheduling and service staffing strategies.

Unit 3: (8 Hours)

Service Quality and Productivity: Concept of service quality and SERVQUAL model, Gap model of service quality, Techniques for measuring service quality. Productivity in service operations, Balancing productivity and customer satisfaction. Service recovery strategies. Customer retention and service guarantee strategies. Case Study Analysis and Industry Examples.

Unit 4: (8 Hours)

Technology in Service Operations: Role of Information Technology in service operations. Self-service technologies and automation, E-services and digital service delivery models, Integration of CRM systems in service operations. Cloud computing and IT-enabled services (ITES). Managing back-office and front-office integration. Technology adoption challenges and strategies. Case Discussions.

Unit 5: (8 Hours)

Service Operations: Service operations strategy formulation and execution. Strategic capacity and facility management. Innovation in service operations. Sustainable service operations and green practices. Benchmarking and continuous improvement in service processes. Performance measurement frameworks in services. Application of service operations strategies in banking, hospitality, healthcare, retail, ITES, and logistics sectors.

Suggested Readings

1. Fitzsimmons, J. A., Fitzsimmons, M. J., & Bordoloi, S. (2014). Service Management: Operations, Strategy, Information Technology, McGraw-Hill.
2. Chandrasekaran, K. (2016). Essentials of Services Marketing, Tata McGraw-Hill.
3. Johnston, R., & Clark, G. (2008). Service Operations Management: Improving Service Delivery, Pearson.
4. Apte, G. (2011). Services Marketing, Oxford University Press India.
5. Jha, S. M. (2015). Services Marketing, Himalaya Publishing House.
6. Lovelock, C., & Wirtz, J. (2021). Services Marketing: People, Technology, Strategy, Pearson.
7. Zeithaml, V. A., Bitner, M. J., Gremler, D. D. (2020). Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill.

Course Outcomes