Page 281 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes disadvantage of multiple lines in a busy facility is that arrivals often shift lines if several
previous services have been of short duration or if those customers currently in other lines
appear to require a short service time.
Queue discipline A queue discipline is a priority rule or set of rules for determining the order of
service to customers in a waiting line. The rules selected can have a dramatic effect on the
system’s overall performance. The number of customers in line, the average waiting time, the
range of variability in waiting time, and the efficiency of the service facility are just a few of the
factors affected by the choice of priority rules.

The following are some useful ways to manage waiting lines:

Determine an acceptable waiting time for your customers.

Determine a standard acceptable time for which your customers are willing to wait to avail the
service. Set operational objectives based on what is acceptable to the customer.

Example: In a fast food restaurant, the personnel know that the customer will wait for
some time before moving out.

Try to divert your customer’s attention when waiting.

This can be an effective way of dealing with the issue of waiting line. The service firms these
days provide music, a video, magazines, play area for kids etc. that may help to distract the
customers from the fact they are waiting. Customers get involved in these things and don’t
complain much about the time they spent waiting.

Inform your customers of what to expect

This is especially important when the waiting time will be longer than normal. Tell them why
the waiting time is longer than normal and what you are doing to alleviate the queue.

Example: A pizza delivery boy can inform the customer that he is getting late because of
the bad weather. This will at least give the customer a thought that the service firm is concerned
about him.

Keep employees not serving the customers out of sight?

Nothing is more frustrating to someone waiting in line than to see employees, who potentially
could be serving those in line, working on other activities. If the employees are carrying out any
maintenance task or any back office task, he should be kept away from the waiting area so that
customers are not able to see him.

Segment Customers

If a group of customers needs something that can be done very quickly, give them a special line
so they do not have to wait for the slower customers. This has both advantages and disadvantages
as the customer who are served quickly in a special line get satisfied but those waiting for long
in the other line can get annoyed on seeing that.

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