Description

Service Operations Management
June 2024 Examination
Q1. Defining the concept of the ‘Service Design; explain in detail the different ways in
which organizations can implement ‘Service Design’? Support your explanation with a
reference to a restaurant setup (you can choose any reference setup of your own choice)
(10 Marks)
Ans 1.
Introduction
Service design is a critical component in the operational framework of modern businesses,
particularly in the service industry. It focuses on creating efficient and effective service
delivery systems that meet customer expectations and enhance their overall experience. In
essence, service design involves the meticulous planning and organizing of people,
infrastructure, communication, and material components of a service, with the goal of
improving its quality and the interaction between the service provider and its customers. This
concept is especially pivotal in a restaurant setting where the customer’s satisfaction hinges not
just on the food, but also on the service quality and atmosphere. By exploring the application
of service design in a restaurant, we can better understand its impact on operational efficiency
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Q2. Enlist and explain in detail the various dimensions through which Service
organisations are evaluated for Quality by customers? Elaborate your answer with a
reference of any educational institute of your choice. (10 Marks)
Ans 2.
Introduction
Evaluating the quality of services provided by organizations is pivotal to their success, as it
directly influences customer satisfaction and loyalty. In service industries, quality evaluation is
particularly nuanced due to the intangible nature of services. Customers typically assess
service quality based on several key dimensions that capture the essence of their experiences.
These dimensions provide a framework for organizations to measure and enhance their service
offerings systematically. In the context of an educational institution, understanding these
dimensions is essential for maintaining the quality of education and administrative services,
thereby ensuring student satisfaction and institutional reputation. By examining how an
educational institute like a university is evaluated by students and staff, we can gain insights
Q3. The Healthcare sector has become a very critical service sector domain in recent
times, especially in the post Covid scenario. Hence it is very obvious for Healthcare
Institutes to plan their operations in several ways to provide the best services to their
target customers. Explain the following aspects of these organisations in context of the
following areas as given below.
a. Enlist and explain the various elements that need to be incorporated in a Service
Framework of the setup. (5 Marks)
Ans 3a.
Introduction
The healthcare sector plays a vital role in societal well-being, particularly highlighted by the
recent challenges posed by the COVID-19 pandemic. An effective service framework within
healthcare institutions is crucial to ensure the delivery of high-quality, reliable, and patientcentered
care. This framework must integrate various elements that cater to the complexities
and dynamic nature of healthcare services.
Concept and Application
The service framework in a healthcare setting is a comprehensive structure designed to ensure
b. How do healthcare setups use the concept of a Service Design (Blueprinting) for their
service operations. (5 Marks)
Ans 3b.
Introduction
Service design blueprinting is a strategic tool used in healthcare to map out the service process
from the patient’s perspective. It aids in visualizing all touchpoints and components involved
in service delivery, ensuring that every aspect is aligned for optimal patient care and
operational efficiency. This method is particularly crucial in healthcare, where precision and
patient experience are paramount.
Concept and Application
Service design blueprinting in healthcare involves several key steps and components that