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Chapter 6: Service Capacity Design with an Integrated Market Utility-Based Method
As we move beyond the exploratory research stage of service management, leading scholars have emphasized that an integration of concepts and perspectives from both operations and marketing is essential for design and management of high-performing services. According to Lovelock (1992), the challenge for service managers is to search for compatibility among four basic forces in a service and to answer the following questions:
- What does management want?
- What do employees and suppliers want?
- What do customers want?
- What is the organization actually capable of doing?
Many researchers have helped to direct the development of methodologies to answer these questions by recommending that marketing, operations management, ...