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Browse Articles by "Operations Management"
Title: Application of Soft Operations Research for Enhancing the Servicescape as a Facilitator
Authors: Masood H Siddiqui, Shalini N Tripathi
Issue/Year: Jan-2011
Section: Research
Abstract: Servicescape provides a visual metaphor for an organization’s total offering. Re- patronage of the service provider is assumed to be dependent on consumers’ level of satisfaction with the service rendered. This paper discusses the use of Soft Operations Research, in dealing with the issues of designing, improving, and managing the Servicescape for organizations delivering high contact services like shopping malls. A selective mixing of two Soft OR methodologies — Soft System Methodology and Strategic Choice Approach — was applied for enhancing the Servicescape as a facilitator. AHP was used to prioritize the major dimensions of the Servicescape Finally, a conceptual model for the project was developed using the participative bottom-up Soft OR modeling process and the most efficient decision package (commitment package) was decided upon.
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