Service Operations Management Evaluation – Singapore

1. Assignment Objective:

Students will research, observe (on-site visit) and apply their knowledge on Service Operations Management in performing an evaluation study assignment of a service organisation in Singapore.

2. Assignment Requirements:

Select a service organisation from any service industry, e.g. Food & Beverage, Retail, Hotel, Spa & Wellness, etc. and perform the following tasks:

a. Research and summarise concisely on the background and introduction of the service organisation that you are working on.

b. Illustrate the service organisation’s current system in managing waiting lines using the following Psychology of Waiting components:

• That old empty feeling (Empty or unoccupied time goes slowly)
• A foot in the door (Pre-service waits seem longer when it has not started)
• The light at the end of the tunnel (Reducing anxiety)
• Excuse me, but I was first (Fairness)

c. Share 1 good and 1 bad waiting experiences observed in the organisation’s current management of customer waiting. The waiting process may be before or after entering the facility.

d. Elaborate and substantiate on 2 recommendations on how to improve the organisation’s current system in managing waits.

e. Describe your chosen organisation’s current location (a specific outlet, e.g. NTUC FairPrice Finest at Bukit Timah Plaza) using any 5 of the following Site Selection Considerations:

• Access
• Visibility
• Traffic
• Parking
• Expansion
• Environment
• Competition
• Complements

3. Assignment Approach

You will work individually to complete this assignment. Student will have to conduct relevant research, observations and is encouraged to have direct contact and interactions to experience the services in the chosen service organisation.

Your individual assignment should be presented in PowerPoint presentation format (narrated) and should include the following sections:

• Cover Slide (1 slide)
• Introduction of the Company (1 slide)
• Psychology of waiting components (no more than 4 slides on this section)
• Sharing of good and bad experiences in the management of customer waiting and recommendations (no more than 8 slides on this section)
• 5 site selection considerations (no more than 5 slides on this section)

Expert’s Answers on Above Service Operations Management Questions

Introduction

The organisation selected for the purpose of analysing its service operations is Toast Box, which is a Singaporean based Cafe known for providing Nanyang Coffee, toast and breakfast delights. The company has more than 70 outlets in Singapore and provides a pleasant dining experience with high convenience.

Psychology of waiting components

That old empty feeling: The waiting time of customers is very high especially during peak hours which lead to a feeling that time moves slowly.
A foot in the door: After having a seat, the time that a customer needs to wait for a visible staff engagement looks very longer.
The light at the end of the tunnel: Customers often feel satisfied by seeing the menu and visible kitchen activity as it helps in reducing anxiety among them.
Excuse me but I was first: The clear signage as included everywhere in the cafe helps in maintaining fairness and proper queue in the waiting line.

Good and bad experiences

The good experience is the well managed queue system by Toast Box, which allows for quick service after the order placement. However the bad experience is huge congestion because of its high popularity and it sometimes leads to frustration.

Recommendation

It is recommended to introduce a digital queue system which allows the customer to manage their order using a mobile app. It is also important to consider enhancement in the pre-service engagement as it leads to anxiety.

Site selection consideration – Toast Box at VivoCity

This site is easily accessible to customers via HarbourFront MRT. It is clearly visible as it is near the mall entrance, and traffic is significantly higher. The environment is clean and air conditioned, and the outlet faces significant competition from Starbucks which requires it to maintain quality services.

Want a Full Worked Out Answer with References?

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