This is the first book to address the topic of new service development for the evolving experience economy. It draws upon the expertise of internationally recognized authors and covers topics in service innovation, process design, and implementation. Contributors from the fields of operations management, marketing, marketing information technology, and organizational behaviour explore the issues that service firms must address to sustain advantage in the new experience economy.

Service Capacity Design with an Integrated Market Utility-Based Method

Service Capacity Design with an Integrated Market Utility-Based Method

Service capacity design with an integrated market utility-based method
Madeleine E.Pullman, John C.Goodale, RohitVerma

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, ...

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