For this assignment (part A, B & C), please choose a luxurious hotel and make the
\nassignment according to the instruction below.
\nA. Service concept
\nService Design
\n1. Present a quick overview to introduce your company (max 1 A4):
\n– Give the name.
\n– Describe the basic characteristics: in a short summary, describe these things which
\nare essential to understand what kind of company it is, the message or image it
\nprojects and what it sells.
\n– Give a few key numbers which give an impression of size and pricing.
\n2. Present one market segment of the company (max 1 A4):
\nCreate a persona for one target group of the chosen company. You can choose any
\ntarget group that you want.
\n– Give the title of the target group.
\n– Show one fictional character that is representative of the chosen target group.
\nGive this character a name.
\n– The persona can be presented by combining textual and visual elements together.
\nIt means the persona is more visually oriented.
\n– The persona is based on a relevant selection of demographic, psychographic and
\nbehavioral segmentation variables.
\n3. Create a value proposition for the target group above. The value proposition is a
\nstatement of 1 or 2 sentences of what experience the hotel offers to the target group
\nbased on their wish and needs.
\nService Blueprint
\n4. Create a Service Blueprint for the chosen target group which is described previously:
\n– Draw a service blueprint based on the value proposition above. This blueprint
\nfollows the standards set by Zeithaml & Bitner (2009) \/ Lovelock (2010).
\n– Required are 4 lines (customer action, front-stage contact employee, back-stage
\ncontact employee & support process) and line of visibility. It is optional to add an
\nIT line, a second support process line or tangibles \/ physical aspects line.
\nB. Operations Management & Quality Management
\nThe PDCA cycle (Deming cycle) is a never-ending cycle which is used to improve a process.
\nPDCA stands for:
\nPlan: includes an examination, evaluation and assessment of the current situation by
\ncollecting and analysing data in order to create a plan to improve the process.
\nDo: includes execution and implementation of the plan.
\nCheck: includes an evaluation of the implementation in \u201cdo\u201d stage to see if the performance
\nis improved as expected.
\nAct: includes consolidation or standardization of the plan if it successes. If not, this stage
\nwill collect what has been learned in this cycle before starting the cycle again.
\nThis part of the assignment focuses on what happens in the Plan stage. Here, you analyse
\nand improve one operational issue, and create a quality management system to ensure the
\nissue is addressed.
\nOperations Improvement
\nChoose 1 operational department for this part of the assignment. The chosen department
\nmust be operational departments such as rooms division, F&B, meetings, spa, etc.
\n5. From the chosen department, identify an operational issue based upon (online)
\nreviews:
\n– Check (online) reviews and make an inventory of what issues are mentioned and
\nhow often they are mentioned.
\n– Present the findings in a Pareto chart and give a small description of what can be
\nlearned from this chart.
\n– Identify an issue from the Pareto chart for improvement.
\nNote: It is possible to focus on other operational issues which have improvement potential.
\n6. Analyze the issue:
\n– Draw a fishbone (cause-effect diagram) to analyze the chosen issue.
\n– Give a small description of what can be concluded from the fishbone (cause-effect
\ndiagram).
\n7. Based on the improvement techniques above:
\n– Give ONE recommendation\/solution to solve the issue. This
\nrecommendation\/solution needs to be about process improvement.
\n– Motivate how the recommendation\/solution links\/relates\/supports to the service
\nconcept and\/or the chosen target group of this organization.
\nProcess Design & Management
\n8. Give the name of the process that relates to \/ is relevant to the operational issue and
\nthe recommendation in the previous part.
\n9. Apply the input \u2013 output model for the chosen process:
\n– Output: identify the output and the requirements\/qualifications for the desired
\noutput.
\n– Process (transformation process):
\no Flowchart of the chosen process: Draw a flow chart for this process by
\nusing the symbols given in Slack, Brandon Jones & Johnston (2019),
\nchapter 6, symbols derived from system analysis.
\no Based on the flowchart, describe:
\n\u25aa The most important performance objective(s) and how they relate
\nto the desired output.
\n\u25aa Where this process locates on the volume\/variety axis and process
\ntype.
\n\u25aa Layout type
\n\u25aa Possible activity(ies) in the flowchart may cause bottle
\nnecks\/delays.
\n– Input:
\no Identify the main transforming and transformed resources with a brief
\nindication of their qualifications.
\no Capacity plans: based on the main transforming resources above, discuss
\ncapacity decisions (level capacity plan vs chase demand capacity plan,
\nlong term vs short term decisions).
\no Forecasting: Identify the main demand number (dependent variable) for
\nforecasting for this process. Choose ONE forecasting method (moving
\naverages, seasonality or regression analysis) to forecast the main demand
\nnumber and motivate the choice. Briefly explain how this method can be
\napplied (moving averages: identify the periods for calculation, seasonality:
\nidentify high\/low seasons, regression analysis: dependent and independent
\nvariables).
\n10. Apply job design principle:
\n– Identify who is working in the process which is discussed above and what the
\nmain tasks of this person in this process are. Link this to the flowchart.
\n– From the 4 behavioral approaches of job design (job rotation, job enrichment, job
\nenlargement, empowerment), choose critically which approach can be applied to
\nthis job, supported by examples.
\nQuality Management
\nIn order to make sure that the suggestions described above are implemented, a quality
\nmanagement system is created to control and monitor.
\n11. Create a check list for this process. Briefly motivate how you came to this checklist
\nand how it can be used.
\n12. Sketch how the results of this check list can be presented in a run chart. Briefly
\nexplain how over time this chart can help in monitoring quality. <\/p>\n","protected":false},"excerpt":{"rendered":"
For this assignment (part A, B & C), please choose a luxurious hotel and make the assignment according to the instruction below. A. Service concept Service Design 1. Present a quick overview to introduce your company (max 1 A4): – Give the name. – Describe the basic characteristics: in a short summary, describe these […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"disciplines":[650],"paper_types":[],"tagged":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/21208"}],"collection":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions"}],"about":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/types\/questions"}],"author":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/comments?post=21208"}],"version-history":[{"count":0,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/questions\/21208\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/media?parent=21208"}],"wp:term":[{"taxonomy":"disciplines","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/disciplines?post=21208"},{"taxonomy":"paper_types","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/paper_types?post=21208"},{"taxonomy":"tagged","embeddable":true,"href":"https:\/\/www.goodacademic.com\/blog\/wp-json\/wp\/v2\/tagged?post=21208"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}