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Simulating service operations, towards the borders of intangibility

Shafti, F. (2006) Simulating service operations, towards the borders of intangibility. In: 13th International Annual Conference of the European Operations Management Association, 2006-06-18 - 2006-06-21.

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Abstract

The aim of this paper is to expand the application of simulation in service operations. Four influential factors in services are chosen for simulating. These factors include ?customer?s expectation versus perception?, ?customer as co-producer?, ?customer groups? and ?high versus low customer contact operations?. A number of generic models are designed (using Simul8, a popular simulation software) in attempt to provide tools to illustrate and study the effects of these factors in service operations and to make managerial decisions with these factors into the account. Challenges faced when making the models are described. The main outcome is recognition of technical features that can be introduced and included in simulation modelling tools (in general) and in Simul8 software (in particular). Academia and practitioners are invited to contribute in generating (respectively) theoretical bases and demand for service ? based features in simulation software.