New Service Development : Creating Memorable Experiences

by James Fitzsimmons

• ISBN13: 9780761917427
• ISBN10: 076191742X
• Format: Paperback
• Copyright: 1999-11-12
• Publisher: Sage Publications, Inc

Summary

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.

Author Biography

James A. Fitzsimmons is the William H. Seay Centennial Professor of Business in the Texas Business School Mona J. Fitzsimmons holds an undergraduate degree in journalism from the University of Michigan and has done graduate work in geology at California State University, Northridge, and the University of Texas at Austin Ravi S. Behara is Assistant Professor of Operations Management at Florida Atlantic University Tonya Boone is Assistant Professor of Operations Management at Ohio State University Richard B. Chase is Justin B. Dart Professor of Operations at the Marshall School of Business, University of Southern California Graham Clark is a Senior Lecturer in Operations Management at Cranfield University, United Kingdom Jo Ann Duffy is Associate Professor of Management at Sam Houston State University Cheryl Gaimon is Professor of Operations Management in the DuPree College of Management at the Georgia Institute of Technology Susan E. Geurs is Vice President of Guest Services at Radisson Hospitality Worldwide John C. Goodale is Assistant Professor of Management at Ball State University Sudheer Gupta is Assistant Professor of Operations Management at the University of Michigan Business School Julie M. Hays is a doctoral student in the Operations and Management Science department at the University of Minnesota Gregory R. Heim is a doctoral candidate in the Operations and Management Science department at the Carlson School of Management, University of Minnesota Arthur V. Hill is Professor in the Operations and Management Science department at the University of Minnesota Susan Paul Johnson is Adjunct Assistant Professor of Decision and Information Analysis at the Roberto C. Goizueta Business School, Emory University Robert Johnston is Associate Dean at Warwick Business School, University of Warwick, United Kingdom Larry J. Menor is a doctoral candidate in operations management at the Kenan-Flagler Business School, University of North Carolina at Chapel Hill Richard Metters is Assistant Professor at the Cox School of Business, Southern Methodist University Karen Napoleon is Assistant Professor in the Department of Management, University of Georgia Richard W. Oliver is Professor of the Practice of Management, Owen Graduate School of Management, Vanderbilt University Madeleine E. Pullman is Assistant Professor of Operations Management at Southern Methodist University Aleda V. Roth (Ph.D., Ohio State University) is Professor and Area Chair of Operations Management at the Kenan-Flager Business School, University of North Carolina at Chapel Hill Roland T. Rust is the Madison S. Wigginton Professor of Management and Director of the Center for Service Marketing, Owen Graduate School of Management, Vanderbilt University Roger W. Schmenner is Associate Dean of Indianapolis programs at Indiana University Michael Shulver is a Lecturer in Operations Management at Warwick Business School, University of Warwick, United Kingdom Kingshuk K. Sinha is Associate Professor in the Operations and Management Science department, Carlson School of Management, University of Minnesota William L. Smith is Assistant Professor of Management and Director of the Center for Business and Economic Development, Emporia State University David A. Tansik is Associate Professor of Management and Policy at the University of Arizona Mirjana Vajic is a Ph.D. candidate in the Faculty of Management, McGill University, Montreal Rohit Verma is Assistant Professor of Operations at DePaul University

Table of Contents

Preface	ix
Introduction	xi
Service Innovation	xi
Service Process Design	xiii
Service Process Implementation	xiv
A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design	1	(32)
Susan Paul Johnson
Larry J. Menor
Aleda V. Roth
Richard B. Chase
An NSD Primer	3	(6)
A Review of NSD Processes	9	(8)
NSD Process Cycle	17	(2)
The NSD-Innovation Matrix	19	(5)
Propositions for Future Research	24	(3)
Conclusion	27	(6)
The Contextual and Dialectical Nature of Experiences	33	(19)
Sudheer Gupta
Mirjana Vajic
What Is an Experience?	35	(5)
Context/Cognition Dialectics: Situated Action Framework	40	(3)
Designing Experiences	43	(5)
Implications for Organizations	48	(2)
Conclusion	50	(2)
The Real-Time Service Product: Conquering Customer Time and Space	52	(19)
Roland T. Rust
Richard W. Oliver
Blurring the Line Between Products and Services	53	(1)
Real-Time Marketing	54	(1)
The Changing Nature of the Service Product	55	(4)
How Technology Is Shrinking Segment Sizes	59	(5)
The Real-Time Service Product	64	(3)
A New Paradigm for Service Development	67	(2)
Conclusion	69	(2)
Exploiting the Service Concept for Service Design and Development	71	(21)
Graham Clark
Robert Johnston
Michael Shulver
Defining the Service Concept	72	(3)
Using the Service Concept to Gain Alignment	75	(4)
Profiling Organisations' Service Concepts	79	(3)
Using the Service Concept to Understand and Manage Change	82	(8)
Conclusion	90	(2)
Exploring the Link Between Product and Process Innovation in Services	92	(19)
Tonya Boone
Product and Process Research	93	(3)
Case Study Method	96	(2)
Case Descriptions	98	(6)
Study Results	104	(3)
Conclusion	107	(4)
Service Capacity Design With an Integrated Market Utility-Based Method	111	(27)
Madeleine E. Pullman
John C. Goodale
Rohit Verma
A Review of Related Research	113	(7)
The Market Utility-Based Model	120	(4)
Illustration of the MUM	124	(10)
Conclusion	134	(4)
Process Innovation in Knowledge-Intensive Services	138	(14)
Ravi S. Behara
Service Process Innovation as Knowledge Management	139	(2)
The Project	141	(1)
Empathic Process Innovation Methodology	141	(2)
Systemic Problem Formulation	143	(2)
Process Mapping	145	(3)
System Specification	148	(1)
Conclusion	149	(3)
Design and Delivery of Electronic Services: Implications for Customer Value in Electronic Food Retailing	152	(31)
Gregory R. Heim
Kingshuk K. Sinha
Electronic and Traditional Services: Some Background	154	(2)
Food Retailing: An Overview	156	(3)
Electronic Service Product Structure	159	(4)
Electronic Services Process Structure	163	(6)
The Matrix	169	(2)
Discussion of the Propositions	171	(2)
Conclusion	173	(6)
Glossary	179	(4)
Information Technology: Worker Systems in Structured and Unstructured Environments	183	(33)
Cheryl Gaimon
Karen Napoleon
The Simple IT-Worker System	185	(3)
The Complex IT-Worker System	188	(4)
Modeling Simple and Complex IT-Worker Systems	192	(8)
Measuring Output Volume for IT-Worker Systems	200	(5)
Measuring Premium Quality for IT-Worker Systems	205	(5)
Optimal Solutions for Models A and B	210	(2)
Research Results and Summary	212	(2)
Conclusion	214	(2)
The Location Decisions of New Services	216	(23)
Roger W. Schmenner
Investigating the Location Choice	223	(9)
Service-Process Matrix-Related Distinctions	232	(4)
Conclusion	236	(3)
Scripting the Service Encounter	239	(25)
David A. Tansik
William L. Smith
The Work of the Organization: Jobs	240	(1)
The Role of Scripts in Designing Service System Jobs	241	(1)
Psychological Issues in Scripts	242	(2)
Nonverbal Scripting	244	(2)
Issues in Job Scripting for Services	246	(10)
Scripting in Service Organizations	256	(4)
Conclusion	260	(4)
The Impact of Service Guarantees on Service Quality at Radisson Hotels Worldwide	264	(13)
Julie M. Hays
Arthur V. Hill
Susan E. Geurs
Radisson's Strategic Business Context	265	(2)
Radisson's Service Guarantee	267	(3)
Employee Survey	270	(3)
Radisson Performance Metrics	273	(2)
Conclusion	275	(2)
Service Recovery	277	(14)
Jo Ann Duffy
Advantages of Service Recovery Systems	278	(1)
The Recovery System	279	(8)
Special Design Issues	287	(1)
Approaches to Service Recovery	288	(1)
Conclusion	289	(2)
Models for Customer Selection	291	(14)
Richard Metters
History of Scoring Models	293	(1)
Scoring Methodologies and Implementation	294	(6)
Problems With Scoring Models	300	(2)
Conclusion	302	(3)
Index	305	(16)
About the Editors and Contributors	321