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Combining Operations and Marketing to Manage Capacity and Demand in Services

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  • K.J. Klassen
  • T.R. Rohleder

Abstract

Although profitability is generally increased when services do well at matching demand and capacity, service managers continue to struggle in this area. This article summarises major demand and capacity management literature from both operations and marketing fields with the view to combine the knowledge into a pragmatically based framework. The primary focus is on services that cannot schedule customers (e.g., banks, supermarkets), since these provide the greatest challenge for demand management. Narrowing this further, the article gives preference to work that has information useful to promote future modelling efforts.

Suggested Citation

  • K.J. Klassen & T.R. Rohleder, 2001. "Combining Operations and Marketing to Manage Capacity and Demand in Services," The Service Industries Journal, Taylor & Francis Journals, vol. 21(2), pages 1-30, April.
    • Handle: RePEc:taf:servic:v:21:y:2001:i:2:p:1-30
    DOI: 10.1080/714005019
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    Citations

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    Cited by:

    1. Boon-itt, Sakun & Wong, Chee Yew & Wong, Christina W.Y., 2017. "Service supply chain management process capabilities: Measurement development," International Journal of Production Economics, Elsevier, vol. 193(C), pages 1-11.
    2. François Meyssonnier & Caroline Tahar, 2011. "Le contrôle des temps et des délais dans les services communaux," Post-Print hal-00650556, HAL.
    3. François Meyssonnier, 2012. "Le contrôle de gestion des services : réflexion sur les fondements et l'instrumentation," Working Papers hal-00694326, HAL.
    4. Ortiz-Barrios, Miguel & Arias-Fonseca, Sebastián & Ishizaka, Alessio & Barbati, Maria & Avendaño-Collante, Betty & Navarro-Jiménez, Eduardo, 2023. "Artificial intelligence and discrete-event simulation for capacity management of intensive care units during the Covid-19 pandemic: A case study," Journal of Business Research, Elsevier, vol. 160(C).
    5. Keh, Hean Tat & Chu, Singfat & Xu, Jiye, 2006. "Efficiency, effectiveness and productivity of marketing in services," European Journal of Operational Research, Elsevier, vol. 170(1), pages 265-276, April.
    6. Gabriel R. Bitran & Juan-Carlos Ferrer & Paulo Rocha e Oliveira, 2008. "OM Forum--Managing Customer Experiences: Perspectives on the Temporal Aspects of Service Encounters," Manufacturing & Service Operations Management, INFORMS, vol. 10(1), pages 61-83, July.
    7. Prof. N. A. Khan, 2007. "Productivity of Human Resource in Higher Education," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 2(2), pages 54-62, October.
    8. Hongyan Li & Joern Meissner, 2018. "Capacity optimization and competition with cyclical and lead-time-dependent demands," Annals of Operations Research, Springer, vol. 271(2), pages 737-763, December.
    9. François Meyssonnier & Caroline Tahar, 2012. "Le contrôle des temps et des délais dans les services communaux," Working Papers hal-00693398, HAL.
    10. Cheng, Li & Wang, Yue & Zhang, Xiao & Zhu, Di, 2023. "Double-edged sword of global demand heterogeneity: How service multinationals capture the benefits and mitigate the costs of managing customer knowledge," Journal of Business Research, Elsevier, vol. 154(C).
    11. Kuiper, Alex & de Mast, Jeroen & Mandjes, Michel, 2021. "The problem of appointment scheduling in outpatient clinics: A multiple case study of clinical practice," Omega, Elsevier, vol. 98(C).
    12. Dirk Morschett & Hanna Schramm-Klein & Bernhard Swoboda, 2008. "Entry Modes for Manufacturers’ International After-Sales Service: Analysis of Transaction-specific, Firm-specific and Country-specific Determinants," Management International Review, Springer, vol. 48(5), pages 525-550, November.
    13. Ketelhöhn, Niels & Sanz, Luis, 2016. "Healthcare management priorities in Latin America: Framework and responses," Journal of Business Research, Elsevier, vol. 69(9), pages 3835-3838.
    14. François Meyssonnier, 2011. "Le contrôle de gestion des services : Réflexion sur l'instrumentation et les concepts," Post-Print hal-00650555, HAL.
    15. TANASE, George Cosmin, 2014. "The Value Contribution of Service Capacity Management to the Company s Operations and Performance," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 5(4), pages 14-18, December.

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