7/24/2019 Pizza Express Service Operation Management

1/9

Master of Management Studies Sem IV Div A

Operations

2015-2016

A Report on

PIA !"PR!SS

S!RVI#! OP!RA$IO%

&nder Su'(e)t

Servi)e Operation Management

Presented '*A'+inandan As+o, Saant

1.106A1020

&nder $+e /uidan)e ofMr Sudipta /angu*

1

7/24/2019 Pizza Express Service Operation Management

2/9

2

7/24/2019 Pizza Express Service Operation Management

3/9

1. SERVICE CONCEPT

Servi)e )on)eptsmar,ets re3uire differing approa)+es to servi)e designmanagement

$+e servi)e )on)ept is operationa* defined as portfoio of )ore and perip+era servi)e eements

Core services comprises of five elements:

Supporting fa)iities 4P+*si)a and stru)tura resour)es

a)iitating goods 4materias7 suppiers and mer)+andise

a)iitating information 4servi)e supporting information

!8pi)it servi)es 4e8perientiasensua 'enefits

Impi)it servi)es 4ps*)+oogi)a 'enefits

Peripheral services:

Suppement t+e )ore servi)e

Provide additiona 'enefits

!n+an)e vaue

Differentiate t+e )ore servi)e

Pizza Express Services:

&ni3ue !8perien)e

!8)eent ood

Stunning Design

9eautifu Musi)

3

7/24/2019 Pizza Express Service Operation Management

4/9

. PROCESS !"O# : OVERVIE#

4

7/24/2019 Pizza Express Service Operation Management

5/9

$. PROCESS !"O# : SE%T C&STO'ER

('eet an) *reet+ Seat C,stomer an) Or)er -rins/

Theor0:

o)us is not on* on time7 'ut on am'ien)e and e8perien)e

$+e aiting environment infuen)es t+e aiting time satisfa)tion and overa evauation of t+e

servi)e

irms adopt strategies to mat)+ )apa)it* demand to resove servi)e fu)tuation pro'ems

$+e aiting time +as four aspe)ts: o'(e)tive7 su'(e)tive7 )ognitive and affe)tive

O'(e)tive aiting time 4stopat)+

Su'(e)tive 4)ustomer estimation

#ognitive 4)ustomer toeran)e Affe)tive 4)ustomer emotion

enefits:

o)us remains on t+e food servi)e

#ustomer e8perien)e en+an)ed due to ;non-'at)+< seating

Restaurant oo,s 'us* due to seating spread

Mi8 of fi8ed and fe8i'e seating resuts in varied ta'e si=e

Iss,es:

Spread seating means more ares need to 'e maintained

Onine reservations are not operationa during 'us* periods

>imited aiting area resuts in potentia oss of )ustomer

5

7/24/2019 Pizza Express Service Operation Management

6/9

2. PROCESS !"O# : TRE%T C&STO'ER

(Serve -rins+ Comforts C,stomer+ Offer Starters an) Or)er 'ains/

Theor0:

$+e our V

7/24/2019 Pizza Express Service Operation Management

7/9

3. Process !lo4 : !ee) C,stomer

(Serve Starters+ Serve 'ain+ Offer -rins+ Chec Satisfaction an)

Or)er -essert/

Theor0:

i8ed >a*out for #ustomer Servi)e

Demands +ig+ variet* of tas,s for staff

#reates +ig+ servi)e mi8 and fe8i'iit*

#osts are genera* +ig+

#e >a*out for ood #reation Offers )osts and fe8i'iit* for reative* +ig+ variet* operations

Spe)ifi) resour)es are assigned for different areas of 'usiness

enefits:

In)uding +eat+ information drives innovation and improvement in 3uait* of food 'eing

served

>a'or division a'e to effi)ient* dea it+ 'us* periods

ood )reation forms effe)tive produ)tion met+ods

#ustomer servi)e )an 'e taiored to )ustomers events

Iss,es:

ood )reation is imited to spe)ifi) menu items

#ustomer servi)e fe8i'iit* )oud ead to over-utii=ation

7

7/24/2019 Pizza Express Service Operation Management

8/9

5. PROCESS !"O# : E6IT C&STO'ER

(ill provision an) C,stomer S,rve0/

Theor0:

#ustomer s+oud genera* 'e in)uded in t+e innovation pro)ess

Servi)e deveopment )an 'e )aptured '* )ustomer invovement

Servi)e firms s+oud redu)e t+e ris, of 'eing imitated and surpassed '* )ompetition

enefits:

#ustomer satisfa)tion )an 'e gauged

Servi)e eve is )ontinued to 4+opefu ne8t visit

Servi)e a'e to 'e offered up to end of servi)e en)ounter

Iss,es:

#ustomers ma* o))up* ta'es for ong periods of time

Spe)ia events ma* 'e una'e to 'e taiored to during 'us* periods

8

7/24/2019 Pizza Express Service Operation Management

9/9

7. REST%&R%NT EV%"&%TION

Team Empo4erment:

>o)a team is not empoered enoug+ to ma,e o)a mar,eting de)isions >o)a team +as no aut+orit* over )urrent maintenan)e issues 4Automati) door issue

Capacit0 &tilization:

$+e )apa)it* is underutii=ed during off pea, periods 4Monda* $uesda*

Attempt to ;ig+t* pus+< ;!8it #ustomer< during 'us* periods

Technolo80:

Smartp+one appi)ation to t+e )ustomers for t+em to 'rose food menu and pa)e orders7

aso ena'es restaurants to do fo)used )ampaigns and )ross-seing

C,stomer "o0alt0:

>o*at* )ard it+ RID )oud ena'e t+e data'ase to identif* t+e )ustomer as soon as it

enters t+e 'uiding

9