Title: The IDEAL service transaction analysis approach for projects in operations management courses

Authors: Angela M. Wicks, John K. Visich

Addresses: Bryant University, 1150 Douglas Pike, Smithfield, RI 02917–1284, USA. ' Bryant University, 1150 Douglas Pike, Smithfield, RI 02917–1284, USA

Abstract: The walk-through service audit has been used in classrooms for some time (Fitzsimmons and Fitzsimmons, 2004). In 1999, Johnston recommended an extension of the walk-through service audit, the Service Transaction Analysis (STA) concept. This paper is an extension of the STA whereby we incorporate a system|s approach that includes the organisation|s vision, mission statement, core competencies, and order winners and qualifiers to determine how well key business processes are designed, executed, integrated, and aligned with these factors (IDEAL STA). Students learn to identify the mis-messages that an organisation sends to its customers, learn to identify where mis-alignment exists, and learn to prepare corrective recommendations. Survey results indicate students feel the group project is an effective classroom tool that relates to job performance and knowledge development. The project is well suited for international adaptation since a grocery store is used for the in-class exercises and fast food restaurants are the project companies.

Keywords: service operations management; operations management education; framework; customer satisfaction; corporate strategy; service transaction analysis; key business processes; group projects; job performance; knowledge development; grocery stores; fast food restaurants; service delivery; strategic planning; student-centred learning; experiential learning.

DOI: 10.1504/IJIOME.2006.010491

International Journal of Information and Operations Management Education, 2006 Vol.1 No.4, pp.327 - 342

Published online: 25 Jul 2006 *

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