Understanding of the Requirements for Service Design - Research Paper Example

Managing Services Table of Contents Table of Contents 2 Introduction and Background 3 Review of Literature 3 The Process of the Research 8 Findings 9A Critical and Strategic Conclusion 13 Limitations of the Research and Opportunities for Further Review 13 References 15 Introduction and Background The report is based on initial understanding of the requirements for service design for ‘Just in Time’ (JIT). JIT is an operational belief and is a subject of great interest for various organisations in order to enhance the services offered to customers. JIT is useful and beneficial strategy for minimising the expenses while simultaneously developing the quality of products (Gupta, 2011). The report contains various aspects of JIT such as JIT process, product life cycle of JIT and design specification of JIT. It also provides information regarding the implication of JIT system in the Hotel i.e. JW Marriot hotel for performing front desk services. Furthermore, the research also intends to define how the hotel has implement JIT in order to improve hotel booking services. The report also intends to provide recommendations reflecting the advantages of using PAD for delivering front desk services in JW Marriot. Review of Literature Service Design The present market scenario has intensified with competition owing to rapid expansion of business operations and decentralisation of production functions (Fritsche, 2010). According to Fritsche (2010), increased globalization and continuously evolving advanced technologies have changed market conditions as well as business environment owing to which business organisations are required to conduct their operations with better-framed strategies and structural frameworks. In this regard, business organisations especially service sectors with the intention of coping up with the challenges prevailing in the market are identified to formulate as well as implement effective service design based on which business operations are to be conducted. Contextually, Fritsche (2010) stated that service design is a procedure of developing, organising as well as planning infrastructure, material, people and communication factors related to a service with the aim of enhancing quality and meeting the customer specification (Fritsche, 2010). In a similar perspective, Edman (2011) noted that service quality is an important management tool with the assistance of which business organisations primary focus on seeking that the needs of customers are met in accordance to their changing requirements or preferences. Presently, the primary objective of business organisations is to meet the preferences of customers, so that business operations are conducted with better competitiveness and sustainability (Edman, 2011). In this regard, Mager & Sung (2011) stated that service design assists in designing desirable as well as usable services in accordance with the preferences of customers or end users. Mager & Sung (2011) also noted that it is a holistic approach, as services of an organisations involves different factors as well as process on the basis of which service and/or products are provided in worldwide market segments (Mager & Sung, 2011). According to the study conducted by Vermeulen & Seegers (2008), it can be observed that reviewing customers’ preferences assist hotels in providing better services on the basis of stored information. In this respect, the hospitality industry with the assistance of stored customers’ information is able to have a better understanding about customers’ preferences and behaviour (Vermeulen & Seegers, 2008) Understanding of the Just-in-Time Service Process There are different factors that include global competition, enhanced communication system and innovative technologies, which have raised the expectations of customers to a large extent (Gupta, 2011). According to Gupta (2011), business organisations in order to meet market demands are identified to adopt different service-design-management tools. In this respect, service design tool which include ‘Just-in-Time’ (JIT) is used in an immense manner with the objective of ensuring that business operations are conducted in time and cost effective manner. Business organisations with the assistance of JIT are facilitated in ensuring that products and/or services of enhanced quality are offered to customers. In this regard, Gupta (2011) stated that JIT is an essential management tool for managing production as well as manufacturing operations in an effective manner. Additionally, the management practices of JIT is also considered as a beneficial as well as useful approach for ensuing that products and/or services are offered in accordance with the preferences and needs of customers (Gupta, 2011). The Product Life Cycle in JIT According to Tseng & et. al. (2005), JIT is considered as an important management approach, which assists business organisations in ensuring that quality products and/or services are offered to customers based on their needs and requirements. Presently, owing to increased and continuously changing demands of customers in worldwide market segments have insisted business organisations in providing products and/or services in a time efficient as well as accurate manner. Additionally, business organisations are also required to ensure that products and/or services are produced and offered at affordable cost. In this respect, the management approach of JIT is used with the intention of providing products and/or services in accordance with changing customers’ needs and increasing market demands (Tseng & et. al., 2005). In this respect, Gecevska & et. al. (2012) noted that business organisations have shortened product life cycle in order to enhance as well as innovate businesses in different dimensions that include process, product and organisation. The development of shorter life cycle is identified to assist business organisations in performing business operations with better competitiveness and increased productivity (Gecevska & et. al., 2012; Ostrenga, 1992). The Role and Purpose of Design Specifications in JIT According to Gecevska & et. al. (2012), presently, business organisations are recognised to implement JIT service, so that business operations are conducted based on prevailing demands in different market segments. The specifications of JIT are based on the requirements of products and/or services demanded in the market segments. In this regard, business organisations adopt different sampling techniques, employee inspection processes and test equipment among others for ascertaining that business operations are performed effectively (Gecevska & et. al., 2012; Singh & Garg, 2011). The Management of JIT’s Design Activity and the Team Perspective Antic & Novicevic (2012) noted that the service design activity of JIT is maintained in an effective manner by business organisations through the development of different strategic routes. In the management of JIT, different measurements and strategies are adopted with the aim of ascertaining that prime factors accountable for improving business efficiency that include cost, quality and time are managed successfully. In this respect, businesses with effective management of JIT are facilitated in ensuring that enhanced products and/or services are offered at reduced costs. Respectively, organisations with proper management of JIT ascertain to eliminate wastes in their different business processes (Antic & Novicevic, 2012). Additionally, Antic & Novicevic (2012) stated that business processes are improved through the effective involvement of employees working as team. Team effort plays an important role in ensuring that business operations are conducted in accordance with the objectives of an organisation (Antic & Novicevic, 2012). Moreover, the study of Fritsche (2010) signified that there are different ways based on which service design can be developed which include brainstorming, blueprints and storyboards among others. In JIT, brainstorming plays an important role in terms of comprehending information related to market conditions and customers’ needs. In this regard, the decision making process is required to made on the basis of relevant as well as reliable information, so that products and/or services are offered in accordance with the needs of customers. Additionally, in the decision making process, employees should be involved with the aim of ensuring that business operations are conducted as a team perspective (Fritsche, 2010; Levy & et. al., 2008). Role of Technology in Service Development of JW Marriot According to the study of Gupta (2011), technologies have played an important role in reducing costs and ensuring superior quality products and/or services that are offered in marketplace. The use of technology in production, front desk as well as manufacturing services aids business in providing quality products and/or services in a time efficient manner (Gupta, 2011). Lai & Cheng (n.d.) noted that JIT comprises certain elements that include order processing, transportation management, customer service and inventory management. In this regard, the development of JIT system has facilitated JW Marriot in performing operations with better effectiveness. The development in the field of JIT technology has provided with better opportunity to the front desk employees in terms of conducting their operations in accordance with the demand of the clients. In the front desk, the employees with the assistance of PAD are facilitated in ensuring the front desk services are conducted in a timely manner. The front desk service are entrusted with the responsibility of having adequate personal information of clients, information related to accommodation as well as booking type and clients’ complaints (Paneru, 2011; Minghetti, 2003; Lai & Cheng, n.d.). The Process of the Research The aim of the research study was to identify the importance of service quality in the present competitive business scenario for JW Marriot to conduct front desk operations in accordance with the requirements of clients. The research study was aimed to determine the importance of PAD for front desk service of JW Marriot to conduct operations in a time efficient manner. Presently, JW Marriot with the intention of enhancing operations has focused towards service quality with utmost importance, so that the hotel booking services are performed in accordance with the needs of customers. In consideration to this specific research aim, the research design was based on qualitative research approach. In this particular study, a specific research design or process was followed in order to control its effective completion within a desired timeframe. The study comprised a series of activities, which were necessary for conducting the entire study in an effective and appropriate manner (Kumar, 2010). The research design consisted of seven phases, which have been described below: Source: (Kumar, 2010) In this particular study, a qualitative research approach was used with the intention of having immense understandings about the different domains of JIT. A qualitative study also assisted in identifying the procedures and specification associated with the implementation of service design i.e. JIT. Additionally, in order to conduct the research study successfully, data was collected from secondary sources. Thus, secondary collection method has been adopted with the aim of obtaining adequate information about the subject. The creditability of secondary data was ensured through collecting reliable data from internet sources such as journals, books, articles and websites. Moreover, a case study analysis has also been followed in order to improve the effectiveness of the findings in relation to JIT. Findings It can be identified from the review of literature that business organisations with the assistance of JIT are facilitated in managing internal business operations in an effective manner and in accordance with external conditions, which include preferences of customers, as well as market conditions among others. Additionally, business organisations implementing JIT in order to ensure that products and/or services are produced in accordance with desired market demands (Paneru, 2011; Fritsche, 2010; Levy & et. al., 2008). In the present scenario, different business organisations are identified to adopt service quality within business operations with the aim of ascertaining that products and/or services are offered in accordance with the needs of customers. In this respect, JW Marriot in order to conduct business operations on the basis of the requirements of the clients is identified to adopt the JIT system in its hotel booking services. JW Marriot with the assistance of the JIT system might be facilitated in ascertaining that the services are offered with better customer satisfactory level. In the present scenario, customers are identified to be inclined towards service quality. In this context, service quality is identified to play an effective role in meeting the needs as well as preferences of customers for better service delivery (Minghetti, 2003). The Buyer/ Guest-Hotel Relationship: The Informationm Loop Source: (Minghetti, 2003) JW Marriot has planned to strategically adopt PAD as an effective JIT approach with the aim of building relationship with customers. JW Marriot has implemented PAD in the front desk service with the intention of ascertaining that hotel booking services are conducted in accordance with the requirements of the clients. The PAD system will assist in ensuring that information about clients and hotel services are managed in an efficient manner. JW Marriot adopting PAD will be facilitated with the opportunity of possessing adequate information in relation to customers’ needs, preferences and behaviour. The front desk service is more likely to enhance, as JW Marriot might be able to store information of guests’ histories with better accessibility (Minghetti, 2003). Hotel-Guest Consumption Process: Interaction Points and IT Support Systems Source: (Minghetti, 2003) The relationship between clients and JW Marriot can be improved with the assistance of PAD, as it is based on a chain system that include initial request, negotiation, development and satisfaction or acceptance. In the present competitive scenario, the hotel with the assistance of PAD will be facilitated in obtaining ample information related to query, booking, check-in, stay and checkout. In this respect, the hotel with the assistance of PAD might be able to accumulate adequate important information about clients, so that services are offered to them on the basis of their needs and preferences. PAD might also assist in obtaining information relating to personal data about hotel stay and opinions as well as complaints of guests. Personal information that includes name, nationality, address, special preferences and credit cards among others can be recorded successfully. Information about hotel stay includes booking data, length of stay, hotel facilities requirements and room arrangements can be efficiently stored with the assistance of PAD. Additionally, PAD might also aid in keeping record of complaints as well as opinions of guests succinctly. Subsequently, the hotel with the assistance of PAD in the front desk services is able to store important information about clients or guests in the database of the Hotel (Antic & Novicevic, 2012; Minghetti, 2003). Contextually, it can be identified that adoption of PAD in the front office service might assist JW Marriot in enhancing service quality. The front desk employees with the assistance of PDA might be able have better information about customer mix, salient needs and hotel capabilities as well as supplies, so that services are offered with better efficiencies. In this manner, the effectiveness of front desk services might assist the hotel in meeting the preferences of clients with increased satisfaction level. Additionally, the hotel might be able to retain augmented number of customers through increased customer loyalty. PAD system might also facilitate in improving occupancy rates along with revenue earning capabilities for the hotel (Minghetti, 2003). The findings of the case study in relation to JIT service system used by JW Marriot signifies that the hotel with the assistance of JIT might facilitate in managing information of clients in an appropriate manner. Subsequently, the hotel might be able to meet the requirements of customers and perform operations with better flexibility. The management tool is also used as a measurement tool, as it facilitates companies in measuring and enhancing business operations successfully on the basis of customer visits and retention ratio. In this regard, JIT is considered to comprise different dimension and the management tool that can be enhanced with effective strategic approaches such as implementation of PAD in the front desk services of JW Marriot. A Critical and Strategic Conclusion JIT is an important management tool used for managing business operations effectively. JIT comprises different design specifications and accordingly needed improvements, so that product as well as service operations are conducted successfully in accordance with market requirements. In this context, JW Marriot should adopt PAD in the front desk services, so that the preferences of the clients are met suitably. Accordingly, the process improvement program i.e. JIT in the front desk service should be implemented with consideration to quality, time and cost, so that the objectives of the hotel are accomplished. Similarly, employees of the front desk services are required to be offered with effective training facilities in order to ensure that they are able to perform their activities in conjunction to the objectives of the hotel (Mpwanya, 2005; Gershon, n.d.). Limitations of the Research and Opportunities for Further Review One of the key limitations of the research is that only secondary sources have been used in the study. Use of only secondary sources has reduced the extensiveness of the study. On the other hand, no statistical relationship has been discovered in the research regarding the relationship between JIT and performance of JW Marriot. Thus, in future, research can be undertaken by incorporating primary data from organisations that implemented JIT in the operational system. It will provide more in-depth understanding regarding the usefulness of JIT. Furthermore, in future, research can also be undertaken on how service improvement through JIT can influence on financial performance of an organisation. Since, the key reason for service improvement is to enhance performance; implementation of JIT should assist in storing important information about customers, so that services are offered accordingly. Accordingly, the growth of organisation with respect to customers’ satisfaction and profitability can also be evaluated in further research. References Antic, L. & Novicevic, B., 2012. Just In Time and Total Quality Management for Need of Achieving Competitive Advantage of Companies. Economics and Organization, Vol. 9, No. 2, pp. 193 - 204. Edman, K. W., 2011. Service Design - A Conceptualization of an Emerging Practice. University of Gothenburg, pp. 1-20. Fritsche, K. R., 2010. What is Service Design? Bachelor’s Thesis, pp. 1-69. Gecevska, V. & et. al., 2012. Sustainable Business Solutions through Lean Product Lifecycle Management. Bulletin of Engineering, pp. 165-142. Gershon, M., No Date. Choosing Which Process Improvement Methodology to Implement. Jabe. [Online] Available at: http://na-businesspress.homestead.com/jabe/jabe105/gershonweb.pdf [Accessed June 22, 2014]. Gupta, A. K., 2011. A Conceptual JIT Model of Service Quality. International Journal of Engineering Science and Technology (IJEST), Vol. 3, No. 3, pp. 2214-2227. Kumar, R., 2010. Research Methodology: A Step-by-Step Guide for Beginners. SAGE. Lai, K. & Cheng, T. C. E., No Date. Just-in-Time Logistics. Chapter 1. [Online] Available at: https://www.ashgate.com/pdf/SamplePages/Just-in-Time_Logistics_Intro.pdf [Accessed June 22, 2014]. Levy, M. & et. al., 2008. Retailing Management 6E. Tata McGraw-Hill Education. Mager, B. & Sung, T., 2011. Special Issue Editorial: Designing for Services. International Journal of Design, Vol. 5, No. 2, pp. 1-3. Minghetti, V., 2003. Building Customer Value in the Hospitality Industry: Towards the Definition of a Customer-Centric Information System. Information Technology & Tourism, Vol. 6 pp. 141-152. Mpwanya, M. F., 2005. Inventory Management as a Determinant for Improvement of Customer Service. Thesis. [Online] Available at: http://upetd.up.ac.za/thesis/submitted/etd-12222005-101331/unrestricted/dissertation.pdf [Accessed June 22, 2014]. Ostrenga, M. R., 1992. The Ernst & Young Guide to Total Cost Management. John Wiley & Sons. Paneru, N., 2011. Implementation of Lean Manufacturing Tools in Garment Manufacturing Process Focusing Sewing Section of Men’s Shirt. Master’s Thesis. [Online] Available at: http://www.theseus.fi/bitstream/handle/10024/34405/Paneru_Naresh.pdf [Accessed June 22, 2014]. Singh, S. & Garg, D., 2011. Comparative Analysis of Japanese Just-in-Time Purchasing and Traditional Indian Purchasing System. International Journal of Engineering Science and Technology (IJEST), Vol. 3, No. 3, pp. 1816-1834. Tseng, Y. & et. al., 2005. The Role of Transportation in Logistics Chain. Proceedings of the Eastern Asia Society for Transportation Studies, Vol. 5, pp. 1657 – 1672. Vermeulen, I. E. & Seegers, D., 2008. Tried and Tested: The Impact of Online Hotel Reviews On Consumer Consideration. Tourism Management, pp. 1-5. Read More