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Facility Design and Layout
Creating the Right Environment
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Facility Design and the Servicescape
Designing Physical Surroundings to Affect Employee and Customer Behavior
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4
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Facility Design and the Servicescape
The servicescape must be in line with the service concept– Self-service: it must guide customers (signs,
hot buttons on website)– Remote service: motivate employee and
achieve operational efficiency– Professional services: project competence and
authority
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Servicescapes
Ambient Conditions: noise, music (tempo), lighting,
temperature, scent (cookies), color (performance). Spatial Layout and Functionality: reception area,
circulation paths of employees and customers, and focal points. (efficiency/uncertainty)
Signs, Symbols, and Artifacts: selection, orientation, location, and size of objects.
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Environmental Orientation Considerations
Need for spatial cues to orient visitors Formula facilities draw on previous
experience Entrance atrium allows visitors to gain a
quick orientation and observe others for behavioral cues
Orientation aids and signage such as “You Are Here” maps reduce anxiety
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Strategic Role of Servicescapes
Visually conveys usage and quality of service Facilitates the delivery of the service (employees
& customers) (floorplan, layout of website); can encourage social interaction (waiting room)
Acts as a market differentiator by signalling the intended market segment (signs of restaurants); conveys distinctiveness from competitors
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Facility Design Considerations Nature and Objectives of Service
Organization: internal as well as external design (church, mosque, ski lodge, Chinese restaurant)
Land Availability and Space Requirements (future expansion, parking)
Flexibility for changes in demand or service specification (Burger King walk-in+drive through) Cost of initial excess capacity for growth vs cost of later adjustments)
Aesthetic Factors The Community and Environment: Impact on traffic,
noise, pollution, waste disposal. zoning regulations, action groups
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Facility Layout Volume of demand Variability in the service provided Degree of personalization Skills, attributes of employees Nature of consumer interaction (self-service) Cost of providing the service Implicit and explicit cost to the customer Flexibility Consistency (reproducibility)
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Product Layout
Limited variety of services to a large number of customers
Operations are arranged in the sequence of their performance
Series and parallel arrangements
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Product Layout
Single server
Parallel
Series
Series+parallel
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Product Layout Line-balancing Problem
Automobile Driver’s License Office
Review Payment Violations Eye Test Photograph Issue
In Out1 240 15
2 120 30
3 60 60
4 90 40
5 180 20
6 120 30
Activitynumbers Flow rate per hour Time in seconds
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Automobile Driver’s License Office (Improved Layout)
1,4 65 55
3 60 60
3 60 60
1,4 65 55
6 120 30
5 180 20
2 120 30
In
In
Out
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Process Layout
Similar ops grouped together– Employee skills or equipment– Type of service– Attitude/expectations of customers
Intermittent flow– Variability in type of service– Variability in sequence of service delivery
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Process Layout
Point of control: scheduling Flexibility through:
– Employees with broad skills– General purpose equipment
Labour intensive Capacity to privide wide variety of services Cater for individual needs
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Process Layout How will layout affect attitude of customers?
(Distance walked, proximity to rest rooms, view from window)
How will layout affect quality of service? (attitude of employees, communication with other depts, compatibility with organizational hierarchy)
Costs associated with layout (fixed & variable costs, cost to customer)
n! Possible layouts (n=10; 3 128 800)
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Process LayoutRelative Location Problem
Ocean World Theme Park Daily Flows
10
0
6
60
10
7 5
0
6020
43
6
6201
7
010
15
2
8
3
10
15
8820
630
15030
8104012
6
8
530
10
10
A B C D E F A B C D E F
A
B
C
D
E
F
Netflow
Flow matrix Triangularized matrix
Description of attractions: A=killer whale, B=sea lions, C=dolphins, D=water skiing, E=aquarium, F=water rides.
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Ocean World Theme Park (Proposed Layout)(a) Initial layout (b) Move C close to A
Pair Flow distances Pair Flow distances
AC 30 * 2 = 60 CD 20 * 2 =40
AF 6 * 2 = 12 CF 8 * 2 =16
DC 20 * 2 = 40 DF 6 * 2 = 12
DF 6 * 2 = 12 AF 6 * 2 = 12
Total 124 CE 8 * 2 = 16
Total 96
(c ) Exchange A and C (d) Exchange B and E and move F
Pair Flow distances Pair Flow distances
AE 15 * 2 = 30 AB 15 * 2 =30
CF 8 * 2 = 16 AD 0 * 2 = 0
AF 6 * 2 = 12 FB 8 * 2 = 16
AD 0 * 2 = 0 FD 6 * 2 = 12
DF 6 * 2 = 12 Total 58
Total 70
A B C
D E F
A
C
D
B
E F
C
A
D
B
FE
A F
C E
D B
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Process Flow Charting Symbols
Category Symbol Description
Operation An operation performed by the server off-line or customers
self-service. A possible service failure point.
Customer An occasion when server and customer interact. An
contact opportunity to influence customer service perceptions.
Travel The movement of customers, servers, or information
between operations.
Delay D Delay resulting in a queue and a need for waiting space for
customers.
Inspection An activity by customer or server to measure service quality.
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Credit Card Processing (Before)Distance Time Activity
Customer requests check
30 ft. 0.5 min. D Server walks
0.5 min. D Server prepares check
30 ft. 0.5 min. D Server walks
0.25 min. D Server presents check
30 ft. 0.5 min. D Server walks
0.5 min. D Customer inspects, puts card out
30 ft. 0.5 min. D Server returns to table
0.25 min D Server picks up card
30 ft. 0.5 min. D Server walks to process
0.5 min D Server fills out slip
0.5 min. D Server processes slip
1.0 min. D Server obtains preauthorization
30 ft. 0.5 min. D Server walks
0.25 min. D Server presents slip
30 ft. 0.5 min. D Server walks
0.5 min. D Customer signs (leaves)
30 ft. 0.5 min. D Server walks
0.25 min. D Server picks up slip
30 ft. 0.5 min. D (Customer leaves) Server walks
Total time: Server:9 min. (270 ft.) Customer: 7.75 min.
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Credit Card Processing (After)
Distance Time Activity
Customer requests check
30 ft. 0.5 min. D Server walks
0.5 min. D Server prepares check
0.5 min. D Server fills out slip
30 ft. 0.5 min. D Server walks
0.25 min. D Server presents check and slip
30 ft. 0.5 min. D Server returns to table
0.5 min D Customer inspects, puts card out, signs slip
30 ft. 0.5 min. D Server returns to table
0.25 min D Server picks up card and slip
30 ft. 0.5 min. D Server walks
0.5 min. D Server processes slip an card
1.0 min. D Server obtains authorization
30 ft. 0.5 min. D Server walks
0.25 min. D Server presents card and receipt
30 ft. 0.5 min. D Server walks
D Customer leaves
Total time: Server: 7.5 min. (210 ft.) Customer: 6.75 min.
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Topics for Discussion Compare the attention to aesthetics in waiting rooms
that you have visited. How did the different environments affect your mood?
Give an example of a servicescape that supports the service concept and another that detracts. Explain the success or failure in terms of the servicescape dimensions
Based on your work experience, contrast a supportive servicescape with a poor one in terms of job satisfaction and productivity.
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