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The Supporting Facility

Creating the Right Environment

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Learning Objectives Discuss the impact of the “servicescape on the

behavior of customers an! employees"

Describe the critical facility !esign features"

Dra# a process flo# !iagram"

$!entify the bottlenec% operation in a pro!uct layoutan! rebalance for increase! capacity"

&se operations se'uence analysis to minimi(e flo#)!istance in a process layout"

Recommen! facility !esign features to remove an*ietyof !isorientation"

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Servicescapes Designing Physical Surroundings to Affect Employee andCustomer Behavior

+mbient Con!itions, bac%groun! characteristics such as

noise level- music- lighting- temperature- an! scent"

Spatial Layout an! Functionality, reception area-circulation paths of employees an! customers- an! focal

points"

Signs- Symbols- an! +rtifacts, selection- orientation-

location- an! si(e of objects"

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Typology of Servicescapes

.ho /erforms in

Servicescape

/hysical Comple*ity of the Servicescape

Elaborate Lean

Self)service

0customer only1

2olf course

.ater sli!e par%

/ost office %ios%

E)commerce

$nterpersonal

0both1

Lu*ury hotel

+irline terminal

3u!get hotel

3us station

Remote service0employee only1

Research labL"L" 3ean

Telemar%etingOnline tech support

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Facility Design Consi!erations

4ature an! Objectives of ServiceOrgani(ation

Lan! +vailability an! SpaceRe'uirements

Fle*ibility

Security

+esthetic Factors

The Community an! Environment

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/rocess +nalysis Terminology

Cycle Time is the average time bet#een completionsof successive units"

3ottlenec% is the factor that limits pro!uction usually

the slo#est operation" Capacity is a measure of output per unit time #hen

fully busy"

Capacity &tili(ation is a measure of ho# much

output is actually achieve!" Throughput Time is the time to complete a process

from time of arrival to time of e*it"

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/rocess +nalysis Terminology 0cont"1

Rush Or!er Flo# Time is the time to go throughthe system #ithout any 'ueue time"

Direct Labor Content is the actual amount of #or%

time consume!" Total Direct Labor Content is the sum of all the

operations times"

Direct Labor &tili(ation is a measure of the

percentage of time that #or%ers are actuallycontributing value to the service"

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/rocess Flo# Diagram of 5ortgage Services

/roperty SurveyCT678 min"

Cre!it ReportCT69: min"

Title SearchCT6;8 min"

&napprove!

5ortgages

+pprove!

5ortgages

Complete!

+pplications

5ortgage

+pplications

Final +pprovalCT6<: min"

=es

4o

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/ro!uct Layout

.or% +llocation /roblem+utomobile Driver>s License Office

Revie# /ayment ?iolations Eye Test /hotograph $ssue

$n Out1 240 15

2 120 30

3 60 60

4 90 40

5 180 20

6 120 30

Activity

Number(s) Capacity

per hour Cycle ime i! seco!"s

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+utomobile Driver>s License

Office 0$mprove! Layout1

1#4 65 55

3 60 60

3 60 60

1#4 65 55

6 120 30

5 180 20

2 120 30

$!

$!

%ut

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/rocess Layout

Relative Location /roblem Ocean .orl! Theme /ar% Daily Flo#s

10

0

6

60

10

& 5

0

6020

43

6

6201

&

010

15

2

8

3

10

15

8820

630

15030

8104012

6

8

530

10

10

A ' C * A ' C

A

'

C

*

Net+o,

*lo, matri- ria!.ulari/e" matri-

escriptio! o attractio!s Ailler ,hale# 'sea lio!s# C"olphi!s# ,ater sii!.#auarium# *,ater ri"es

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Ocean .orl! Theme /ar%

0/ropose! Layout10a1 Initial layout 0b1 Move C close to A

/air Flow distances Pair Flow distances

+C ;8 @ A 6 B8 CD A8 @ A 698

+F B @ A 6 <A CF @ A 6<B

DC A8 @ A 6 98 DF B @ A 6 <A

DF B @ A 6 <A +F B @ A 6 <A

Total <A9 CE @ A 6 <B

Total 7B

0c 1 Exchange A and C 0!1 Exchange B and E and move F

/air Flow distances Pair Flow distances

+E <: @ A 6 ;8 +3 <: @ A 6;8

CF @ A 6 <B +D 8 @ A 6 8

+F B @ A 6 <A F3 @ A 6 <B

+D 8 @ A 6 8 FD B @ A 6 <A

DF B @ A 6 <A Total :

Total 8

A ' C

*

A

C

'

*

C

A

'

*

A *

C

'

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Environmental Orientation

Consi!erations 4ee! for spatial cues to orient visitors

Formula facilities !ra# on previous

e*perience

Entrance atrium allo#s visitors to gain a

'uic% orientation an! observe others for

behavioral cues

Orientation ai!s an! signage such as “=ou

+re ere maps re!uce an*iety

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Topics for Discussion

Compare the attention to aesthetics in

#aiting rooms that you have visite!" o#

!i! the !ifferent environments affect your

moo!

2ive an e*ample of a servicescape that

supports the service concept an! another

that !etracts" E*plain the success or failure

in terms of the servicescape !imensions

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Topics for Discussion 0cont"1

Select a service an! !iscuss ho# the !esign an!layout of the facility meets the five factors ofnature an! objectives of the organi(ation"

For E*ample ";- the Ocean .orl! theme par%-ma%e an argument for not locating popularattractions ne*t to each other"

The CR++FT program is an e*ample of a heuristic

programming approach to problem solving" .hymight CR+FT not fin! the optimal solution to alayout problem

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$nteractive E*ercise

The class !ivi!es into small groups" One)

half of the groups pro!uce e*amples base!

on #or% e*perience #ith supportive

servicescapes in terms of job satisfaction

an! pro!uctivity" The other one)half of the

groups provi!e e*amples of poor

servicescapes in terms of job satisfactionan! pro!uctivity"

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