UNIQUE SERIES AKTU Syllabus
BMBOM04

Service Operations Management

L-T-P3-0-0 Session2025-26 TypeTheory
Appears in 1 semester

MBA General · Sem 4 (Specialization: Operation Management (OM))

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Syllabus

5 units · 40 lecture hours
Unit1

Unit 1

8 hrs

Introduction to Service Operations: Nature and characteristics of services, Classification of service industries, Evolution of service operations management, Service Economy and Growth of Services. Service encounter and service delivery system, Service process matrix and service positioning strategies. Role of service operations in organizational competitiveness.

Unit2

Unit 2

8 hrs

Service process design: flow diagrams, blueprinting, process analysis. Service capacity planning and management. Managing demand and capacity mismatches. Service Process Management: Queue management and waiting line models, Service facility location decisions, Facility layout and service environment design. Employee scheduling and service staffing strategies.

Unit3

Unit 3

8 hrs

Service Quality and Productivity: Concept of service quality and SERVQUAL model, Gap model of service quality, Techniques for measuring service quality. Productivity in service operations, Balancing productivity and customer satisfaction. Service recovery strategies. Customer retention and service guarantee strategies. Case Study Analysis and Industry Examples.

Unit4

Unit 4

8 hrs

Technology in Service Operations: Role of Information Technology in service operations. Self-service technologies and automation, E-services and digital service delivery models, Integration of CRM systems in service operations. Cloud computing and IT-enabled services (ITES). Managing back-office and front-office integration. Technology adoption challenges and strategies. Case Discussions.

Unit5

Unit 5

8 hrs

Service Operations: Service operations strategy formulation and execution. Strategic capacity and facility management. Innovation in service operations. Sustainable service operations and green practices. Benchmarking and continuous improvement in service processes. Performance measurement frameworks in services. Application of service operations strategies in banking, hospitality, healthcare, retail, ITES, and logistics sectors.

Course Objectives4 points
  • The objective of this course is to:
  • Understand the fundamental concepts, nature, and scope of service operations management across diverse service sectors.
  • Analyze the design, development, and delivery of service processes using various operational frameworks and models.
  • Evaluate service quality management techniques, capacity planning, and demand-supply alignment strategies. .
Course Outcomes (COs)6 outcomes

After completion of the course student will be able to:

  1. CO1Define and explain the fundamental concepts, nature, and scope of service operations and their role in competitive advantage. K2: Understanding
  2. CO2Apply service process design and management techniques including capacity planning, queue management, and facility location strategies to real-world service organizations. K3: Applying
  3. CO3Analyze service quality using models like SERVQUAL and Gap Model, and develop strategies to manage productivity and customer satisfaction. K4: Analyzing
  4. CO4Evaluate technology applications, CRM systems, and self-service technologies for enhancing service operations and customer experiences. K5: Evaluating
  5. CO5Design and develop service operations strategies focusing on innovation, sustainability, and performance excellence across various service sectors. K6: Creating
  6. CO6Critically assess service recovery strategies, demand-supply alignment, and the challenges of digital service delivery models in a competitive business environment. K5: Evaluating

Suggested Readings

  1. Fitzsimmons, J. A., Fitzsimmons, M. J., & Bordoloi, S. (2014). Service Management: Operations, Strategy, Information Technology, McGraw-Hill.
  2. Chandrasekaran, K. (2016). Essentials of Services Marketing, Tata McGraw-Hill.
  3. Johnston, R., & Clark, G. (2008). Service Operations Management: Improving Service Delivery, Pearson.
  4. Apte, G. (2011). Services Marketing, Oxford University Press India.
  5. Jha, S. M. (2015). Services Marketing, Himalaya Publishing House.
  6. Lovelock, C., & Wirtz, J. (2021). Services Marketing: People, Technology, Strategy, Pearson.
  7. Zeithaml, V. A., Bitner, M. J., Gremler, D. D. (2020). Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill.

Official AKTU syllabus

This subject is on page 72, 73 of the original AKTU PDF.

Official AKTU syllabus PDF ↗