Shikshan Prasarak Mandali’s

Prin L N Welingkar Institute

of Management Development and Research

Master of Marketing Management

Semester I (2019-2022 Batch)
Operations Management
Visiting Faculty
Prof Adv Anahat HULYALKAR
9323787458 anahul@rediffmail.com 9930817612
Prof Adv Anahat Hulyalkar
BSc (Maths) DA DFM DORM DCST LLM MAM (JBIMS)
• Guest/Visiting Faculty in Knowledge Domains of
Operations Management, General Management,
Marketing Management, Human Resource
Management, Law, Behavioural & Social Sciences,
Decision Sciences, etc
• Management Consultancy in areas of General
Management, Human Resources, Law
• General Counseling and Guidance
• Management Development Programs as per specific
organizational needs
• Soft Skills, Communication Skills and other Personality
Development Programs
• Advocate High Court
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 2
 Sequential Learning
A. 1. Introduction to Operations Management
B. 2 & 3 (Part I). Overview of Manufacturing industry
C. 14. A Strategic view of Operations
D. 9. Facility Location & Layout
E. 7. Supply chain Management
F. 2 & 3 (Part II). Overview of Manufacturing Resources
Planning, and 4. Planning
G. 5. Scheduling and Sequencing techniques
H. 6. Inventory
I. 8. Logistics, Transportation and Material Handling
J. 10 & 11. Quality Management
K. 12 & 13. Service Operations
L. 15. Contemporary Issues in Operations
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 3
 12 and 13. Service Operations
• Definition of Service and characteristics of a
service
• Service blue prints
• Capacity planning , scheduling etc. as applied
to services
• Concept of Quality as applied to service –
SERQUAL model
• Customer experience as an important aspect
of service operations
• Managing through a crisis and recovery from
failure
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 4
 Service Operations Management
Fundamentally, there are no differences
between service and manufacturing
operations! Both are concerned with:
• Efficiency
• Effectiveness
• Quality
• Cost

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 5
Efficiency Cost
• No. of servers • Inventory
• Use of resources management
• Tradeoffs
• Purchasing

Quality
Effectiveness
• Training
• Right prescription
• Error prevention
• Right advice
• Continuous
• Service availability
Improvement
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 6
Selected Issues : Service Operations Management

• New service development

• Managing service experiences
• Front-office/Back-office
• Analyzing processes
• Service quality
• Yield management
• Inventory management
• Waiting time management

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 7
 New Service Development
• Service Blueprinting
Focus on moments of truth
• Servicescapes
• Utility-based Service Design
Perceived utility to customer
• Relative importance of Dimensions of
Service Quality

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 8
 Service Blueprinting

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 9
Utility-based Service Design

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 10
 Dimensions of Service Quality
• Reliability
• Responsiveness
• Assurance
• Empathy
• Tangibles

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 11
 Managing Service Experiences
• Customer Engagement
• Context
• Time

• Service Blueprinting
Focus on moments of truth

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 12
 Front-office/Back-office
• Front-office work requires customer presence.
• Back-office work does not require customer
presence.
• Decoupling: separating work into high-
contact/low-contact jobs.
Ultimate = outsourcing/offshoring

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 13
 Analyzing Processes
• Process flow diagrams (flow charts)
– Process communication
– Focusing mgt. attention on customer
– Determining what to work on

• Process Simulation

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 14
 Service Quality
• Defining service quality is more difficult than
defining manufacturing quality.
– Expectation vs Perception
– Expectation vs Performance

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 15
Gaps in Service Quality SERQUAL Model

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 16
Developing a Culture of Service Quality

• Hire the right people.

• Educate and train them well.
• Allow them to fix anything.
• Recognize and reward them
regularly.
• Tell them everything, every day.
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 17
 Service Recovery
• Measure the costs
• Listen closely for complaints
• Anticipate needs for recovery
• Act fast
• Train employees
• Empower front line
• Close the loop
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 18
 Yield Management
Purpose is to sell the right capacity to the right
customer at the right price.

• Overbooking
• Differential pricing
• Capacity allocation

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 19
 Inventory Management
Service vs Manufacturing
• Setup/Ordering costs high
• Number of products higher
• Limited shelf space
• Lost sales vs backorders
• Product substitution
• Demand variance higher
• Information accuracy (complication of
customers)

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 20
 Waiting Time Management

• Waiting lines are pervasive in services

• The problem is important
• Lack of management intuition about waiting
lines

15/30 Waiting Time Rule in hospital ER

Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 21
 Sequential Learning
A. 1. Introduction to Operations Management
B. 2 & 3 (Part I). Overview of Manufacturing industry
C. 14. A Strategic view of Operations
D. 9. Facility Location & Layout
E. 7. Supply chain Management
F. 2 & 3 (Part II). Overview of Manufacturing Resources
Planning, and 4. Planning
G. 5. Scheduling and Sequencing techniques
H. 6. Inventory
I. 8. Logistics, Transportation and Material Handling
J. 10 & 11. Quality Management
K. 12 & 13. Service Operations
L. 15. Contemporary Issues in Operations
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 22
Prof Adv Anahat Hulyalkar
BSc (Maths) DA DFM DORM DCST LLM MAM (JBIMS)
• Guest/Visiting Faculty in Knowledge Domains of
Operations Management, General Management,
Marketing Management, Human Resource
Management, Law, Behavioural & Social Sciences,
Decision Sciences, etc
• Management Consultancy in areas of General
Management, Human Resources, Law
• General Counseling and Guidance
• Management Development Programs as per specific
organizational needs
• Soft Skills, Communication Skills and other Personality
Development Programs
• Advocate High Court
Prin LN Welingkar Instt MMM 1 Operations Management K Prof Adv Anahat Hulyalkar 23
 Shikshan Prasarak Mandali’s
Prin L N Welingkar Institute
of Management Development and Research

Master of Marketing Management

Semester I (2019-2022 Batch)
Operations Management
Visiting Faculty
Prof Adv Anahat HULYALKAR
9323787458 anahul@rediffmail.com 9930817612