Optimal Service Design- Integrating Marketing and Operations Elem
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Optimal Service Design- Integrating Marketing and Operations Elem
Optimal Service Design- Integrating Marketing and Operations Elem
B SMƯ COXSouthern Methodist UniversitySMU ScholarHistorical Working PapersCox School of Business35431Optimal Service Design: Integrating Marketing and Optimal Service Design- Integrating Marketing and Operations Elemd OperationsElements for Capacity DecisionsMadeleine E. PullmanSouthern Methodist UniversityWilliam MooreUniversity of UtahFollow this and additional works at: https /Zscholar,smu.edu/business_workingpapers & Part of the Business CommonsThis document is brought to you for free and open access by the Optimal Service Design- Integrating Marketing and Operations Elem Cox School of Business at SMU Scholar. It has been accepted for inclusion in Historical Working Papers by an authorized administrator of SMU Scholar.Optimal Service Design- Integrating Marketing and Operations Elem
For more information, please visit http://digitalrepository smu edu.Optimal Service Design: Integrating Marketing and Operations Elements for CapacitB SMƯ COXSouthern Methodist UniversitySMU ScholarHistorical Working PapersCox School of Business35431Optimal Service Design: Integrating Marketing and Optimal Service Design- Integrating Marketing and Operations Elemrsity Dallas, Texas 75275* This paper represents a draft of work in progress by the authors and is being sent to you for information and review. Responsibility for the contents rests solely with the authors, and such contents may not be reproduced or distributed without written consent by the author Optimal Service Design- Integrating Marketing and Operations Elems. Please address all correspondence to Madeleine Pullman.Optimal Service Design: Integrating Marketing and Operations Elements for Capacity DecisionsOptimal Service Design- Integrating Marketing and Operations Elem
Madeleine E. PullmanCox School of BusinessSouthern Methodist UniversityDallas, TX 75272William MooreEccles School of BusinessUniversity of UtahSalt LaB SMƯ COXSouthern Methodist UniversitySMU ScholarHistorical Working PapersCox School of Business35431Optimal Service Design: Integrating Marketing and Optimal Service Design- Integrating Marketing and Operations Elemssues related to simultaneous production and consumption of services, the optimal service model uses conjoint analysis and strategies for capacity and demand management to illustrate the interaction between a firm’s market share and the waiting time of its customers. This service optimizing model pr Optimal Service Design- Integrating Marketing and Operations Elemovides unique advantages for solving complex service design problems over the existing product optimizing models. Fữst, the model accounts for all relOptimal Service Design- Integrating Marketing and Operations Elem
evant operations and marketing costs for demand and capacity management decisions. Second, by integrating actual customer preference data, all approprB SMƯ COXSouthern Methodist UniversitySMU ScholarHistorical Working PapersCox School of Business35431Optimal Service Design: Integrating Marketing and Optimal Service Design- Integrating Marketing and Operations Elems models. Finally, the model is tested and applied to an existing service, a ski resort. The example bicorporates empirical data from existing customers, potential customers, and industry experts in the region. The objective is to determine the mix of capacity and demand management strategies which Optimal Service Design- Integrating Marketing and Operations Elemmaximize annual profits. The results of the application show that optimal solutions involve increasing capacity and installing queue information signaOptimal Service Design- Integrating Marketing and Operations Elem
ge while use of inter-day demand smoothing led to substantial loss in profits. Many so called “improvements” to the service, actually led to declines B SMƯ COXSouthern Methodist UniversitySMU ScholarHistorical Working PapersCox School of Business35431Optimal Service Design: Integrating Marketing andB SMƯ COXSouthern Methodist UniversitySMU ScholarHistorical Working PapersCox School of Business35431Optimal Service Design: Integrating Marketing andGọi ngay
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