Facility Design and Layout

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Facility Design and Layout

• Creating the Right Environment

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Facility Design and the Servicescape

• Designing Physical Surroundings to Affect
  Employee and Customer Behavior

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Facility Design and the Servicescape

• The servicescape must be in line with the service
  concept
• Self-service it must guide customers (signs, hot
  buttons on website)
• Remote service motivate employee and achieve
  operational efficiency
• Professional services project competence and
  authority

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Servicescapes

• Ambient Conditions noise, music (tempo),
  lighting, temperature, scent (cookies), color
  (performance).
• Spatial Layout and Functionality reception
  area, circulation paths of employees and
  customers, and focal points. (efficiency/uncertain
  ty)
• Signs, Symbols, and Artifacts selection,
  orientation, location, and size of objects.

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Environmental Orientation Considerations

• Need for spatial cues to orient visitors
• Formula facilities draw on previous experience
• Entrance atrium allows visitors to gain a quick
  orientation and observe others for behavioral
  cues
• Orientation aids and signage such as You Are
  Here maps reduce anxiety

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Strategic Role of Servicescapes

• Visually conveys usage and quality of service
• Facilitates the delivery of the service
  (employees customers) (floorplan, layout of
  website) can encourage social interaction
  (waiting room)
• Acts as a market differentiator by signalling the
  intended market segment (signs of restaurants)
  conveys distinctiveness from competitors

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Facility Design Considerations

• Nature and Objectives of Service Organization
  internal as well as external design (church,
  mosque, ski lodge, Chinese restaurant)
• Land Availability and Space Requirements
  (future expansion, parking)
• Flexibility for changes in demand or service
  specification (Burger King walk-indrive through)
  Cost of initial excess capacity for growth vs
  cost of later adjustments)
• Aesthetic Factors
• The Community and Environment Impact on traffic,
  noise, pollution, waste disposal. zoning
  regulations, action groups

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Facility Layout

• Volume of demand
• Variability in the service provided
• Degree of personalization
• Skills, attributes of employees
• Nature of consumer interaction (self-service)
• Cost of providing the service
• Implicit and explicit cost to the customer
• Flexibility
• Consistency (reproducibility)

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Product Layout

• Limited variety of services to a large number of
  customers
• Operations are arranged in the sequence of their
  performance
• Series and parallel arrangements

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Product Layout

• Single server
• Parallel
• Series
• Seriesparallel

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Product Layout Line-balancing Problem

• Automobile Drivers License Office
• Review Payment
  Violations Eye Test
  Photograph Issue
• In
  
  
  Out

2 120 30
4 90 40
1 240 15
3 60 60
5 180 20
6 120 30
Activity numbers
Flow rate
per hour Time
in seconds
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Automobile Drivers License Office (Improved
Layout)

1,4 65 55
3 60 60
In
Out
6 120 30
5 180 20
2 120 30
3 60 60
1,4 65 55
In
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Process Layout

• Similar ops grouped together
• Employee skills or equipment
• Type of service
• Attitude/expectations of customers
• Intermittent flow
• Variability in type of service
• Variability in sequence of service delivery

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Process Layout

• Point of control scheduling
• Flexibility through
• Employees with broad skills
• General purpose equipment
• Labour intensive
• Capacity to privide wide variety of services
• Cater for individual needs

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Process Layout

• How will layout affect attitude of customers?
  (Distance walked, proximity to rest rooms, view
  from window)
• How will layout affect quality of service?
  (attitude of employees, communication with other
  depts, compatibility with organizational
  hierarchy)
• Costs associated with layout (fixed variable
  costs, cost to customer)
• n! Possible layouts (n10 3 128 800)

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Process LayoutRelative Location Problem

• Ocean World Theme Park Daily Flows

A B C D E F
A B C D
E F

A
7
5
6
0
20
15
15
0
30
6
6
0
10
2
8
10
40
12
8
B
Net flow
C
10
6
7
15
8
8
8
20
D
0
3
6
30
5
30
10
E
10
6
20
1
10
10
F
6
0
0
4
3
Flow matrix
Triangularized matrix
Description of attractions Akiller whale,
Bsea lions, Cdolphins, Dwater skiing,

Eaquarium, Fwater rides.
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Ocean World Theme Park (Proposed Layout)

• (a) Initial layout
  (b) Move C close to A
• Pair Flow
  distances
  Pair Flow distances
• AC 30
  2 60
  CD 20 2 40
• AF 6
  2 12
  CF 8 2 16
• DC 20
  2 40
  DF 6 2 12
• DF 6
  2 12
  AF 6 2 12
• Total
  124
  CE 8 2 16
• 
  
  Total 96
• (c ) Exchange A and C
  (d) Exchange B and E and move F
  
  
• Pair Flow
  distances
  Pair Flow distances
• AE 15
  2 30
  AB 15 2 30
• CF 8
  2 16
  AD 0 2 0
• AF 6
  2 12
  FB 8 2 16
• AD 0
  2 0
  FD 6 2 12
• DF 6
  2 12
  Total 58
  
• Total
  70

C
A
B
C
A
B
D
E
F
D
F
E
A
A
F
C
B
C
E
D
E
F
D
B
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Process Flow Charting Symbols

• Category Symbol Description
• Operation An
  operation performed by the server off-line or
  customers
• 
  self-service. A possible service failure point.
• Customer An
  occasion when server and customer interact. An
• contact
  opportunity to influence customer service
  perceptions.
• Travel
  The movement of customers, servers, or
  information
• 
  between operations.
• Delay D
  Delay resulting in a queue and a need for waiting
  space for
• 
  customers.
• Inspection An
  activity by customer or server to measure service
  quality.

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Credit Card Processing (Before)

• Distance Time
  Activity
• 
  
  Customer requests check
• 30 ft. 0.5 min.
  D Server
  walks
• 0.5 min.
  D Server
  prepares check
• 30 ft. 0.5 min.
  D Server
  walks
• 0.25 min.
  D Server
  presents check
• 30 ft. 0.5 min.
  D Server
  walks
• 0.5 min.
  D Customer
  inspects, puts card out
• 30 ft. 0.5 min.
  D Server
  returns to table
• 0.25 min
  D Server
  picks up card
• 30 ft. 0.5 min.
  D Server
  walks to process
• 0.5 min
  D Server
  fills out slip
• 0.5 min.
  D Server
  processes slip
• 1.0 min.
  D Server
  obtains preauthorization
• 30 ft. 0.5 min.
  D Server
  walks
• 0.25 min.
  D Server
  presents slip
• 30 ft. 0.5 min.
  D Server
  walks
• 0.5 min.
  D Customer
  signs (leaves)
• 30 ft. 0.5 min.
  D Server
  walks

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Credit Card Processing (After)

Distance Time
Activity


Customer requests check 30 ft.
0.5 min. D
Server walks
0.5 min. D
Server prepares check
0.5 min.
D Server fills
out slip 30 ft. 0.5 min.
D
Server walks 0.25 min.
D
Server presents check and slip 30 ft.
0.5 min. D
Server returns to table
0.5 min
D Customer
inspects, puts card out, signs slip 30 ft.
0.5 min. D
Server returns to table
0.25 min
D Server picks
up card and slip 30 ft. 0.5 min.
D
Server walks 0.5
min. D
Server processes slip an card
1.0 min.
D Server obtains
authorization 30 ft. 0.5 min.
D
Server walks 0.25 min.
D
Server presents card and receipt 30 ft.
0.5 min. D
Server walks

D Customer
leaves Total time Server 7.5 min. (210 ft.)
Customer 6.75 min.
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Topics for Discussion

• Compare the attention to aesthetics in waiting
  rooms that you have visited. How did the
  different environments affect your mood?
• Give an example of a servicescape that supports
  the service concept and another that detracts.
  Explain the success or failure in terms of the
  servicescape dimensions
• Based on your work experience, contrast a
  supportive servicescape with a poor one in terms
  of job satisfaction and productivity.