Estudo comparativo das ferramentas para mapeamento das atividades executadas pelos consumidores em processos de serviço
A comparative study on tools for mapping activities performed by consumers in service processes
Jorge, Gabriela Andre; Miyake, Dario Ikuo
http://dx.doi.org/10.1590/0103-6513.128413
Production, vol.26, n3, p.590-613, 2016
Resumo
O objetivo deste artigo é explorar o potencial de aplicação das ferramentas de mapeamento na construção de mapas de processo que evidenciem as atividades executadas pelos consumidores em processos de serviço. O artigo aborda as ferramentas SIPOC, Fluxograma, Blueprint, Process-Chain-Network, Mapa do Consumo, SERVPRO e Carta de Atividades, exemplificando sua aplicação na construção de mapas que oferecem diferentes visões processuais para um processo de compra via internet adotando a abordagem de decomposição hierárquica na análise do fluxo de atividades do consumidor. Estas ferramentas são analisadas quanto à capacidade de representar os diferentes aspectos do processo mapeado, considerando características como a forma de representação gráfica e o enfoque, abrangência e granularidade da visualização que oferecem. Finalmente, é apresentada uma avaliação comparativa da capacidade informativa destas ferramentas, procurando-se evidenciar o diferencial de cada uma.
Palavras-chave
Mapeamento de processos, Gestão de operações de serviços, Serviços, Consumidor.
Abstract
The objective of this article is to explore the potential application of mapping tools to build process maps that bring into view the activities performed by consumers in service processes. The article addresses a set of tools, namely, SIPOC, Flowchart, Blueprint, Process-Chain-Network, Consumption Map, SERVPRO, and Activity Chart, exemplifying their application in the building of maps that offer different visions for an online shopping process undertaking the approach of hierarchical decomposition in the analysis of a consumer’s activities flow. These tools are analyzed with regard to their capacity to represent the different aspects of the mapped process, considering characteristics such as the graphic representation form and the focal points, scope, and granularity of the visualization they provide. Finally, a comparative evaluation of the informative capacity of these tools is presented, which highlights the distinct attributes of each one.
Keywords
Process mapping, Service operations management, Service, Customer.
References
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Biazzo, S. (2000). Approaches to business process analysis: a review. Business Process Management Journal, 6(2), 99-112. http://dx.doi.org/10.1108/14637150010321277.
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service Blueprinting: a practical technique for service innovation. California Management Review, 50(3), 66-95. http://dx.doi.org/10.2307/41166446.
Corrêa, H. L., & Corrêa, C. A. (2004). Administração de produção e operações: manufatura e serviços: uma abordagem estratégica. São Paulo: Atlas.
Damelio, R. (2011). The basics of process mapping (2. ed.). Boca Raton: CRC Press. 65 p.
Daychoum, M. (2007). 40 ferramentas e técnicas de gerenciamento. Rio de Janeiro: Brasport.
Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36(1), 97-108. http://dx.doi.org/10.1007/s11747-007-0061-1.
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2005). Administração de serviços: operações, estratégia e tecnologia de informação (4. ed.). São Paulo: The Bookman. 537 p.
Fliess, S., & Becker, U. (2006). Supplier integration: controlling of co-development processes. Industrial Marketing Management, 35(1), 28-44. http://dx.doi.org/10.1016/j.indmarman.2005.07.004.
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Gil, A. C. (1999). Métodos e técnicas de pesquisa social (5. ed.). São Paulo: Atlas.
Grönroos, C. (1998). Marketing services: the case of a missing product. Journal of Business and Industrial Marketing, 13(4/5), 322-338. http://dx.doi.org/10.1108/08858629810226645.
Gummesson, E. (2008). Extending the service-dominant logic: from customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36(1), 15-17. http://dx.doi.org/10.1007/s11747-007-0065-x.
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Krajewski, L. J., Ritzman, L. P., & Malhotra, M. K. (2009). Administração de produção e operações (8. ed.). São Paulo: Pearson.
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Lovelock, C. H., & Young, R. F. (1979). Look to consumers to increase productivity. Harvard Business Review, 57(3), 168-178.
Madison, D. J. (2005). Process mapping, process improvement, and process management: a practical guide to enhancing work and information flow. Chico: Paton Professional.
Martin, J. C., & Román, C. (2006). A benchmarking analysis of spanish commercial airports: a comparison between SMOP and DEA ranking methods. Networks and Spatial Economics, 6(2), 111-134. http://dx.doi.org/10.1007/s11067-006-7696-1.
McLean-Conner, P. (2006). Customer service: utility style: proven strategies for improving customer service and reducing customer care costs. Tulsa: Penn Well.
Mills, P. K., & Morris, J. H. (1986). Clients as “partial” employees of service organizations: Role development in client participation. Academy of Management Review, 11(4), 726-735. http://dx.doi.org/10.5465/AMR.1986.4283916.
Mohan, G. & Sinciya, P. O. (2013). Real time healthcare system for patients with chronic diseases in home and hospital environments. International Journal of Science, Engineering and Technology Research, 2(4), 931-936.
Nakatsu, R. T. (2010). Diagrammatic reasoning in AI. New Jersey: John Wiley & Sons.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. http://dx.doi.org/10.2307/1251430.
Rasmusson, D. (2006). The SIPOC picture book: a visual guide to the SIPOC/DMAIC relationship. Madison: Oriel Incorporated. 19 p.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30. http://dx.doi.org/10.1108/03090569610106626.
Sampson, S. E. (2012). Visualizing service operations. Journal of Service Research, 15(2), 182-198. http://dx.doi.org/10.1177/1094670511435541.
Santos, L. C., & Varvakis, G. (2002). SERVPRO: uma técnica para a gestão de operações de serviços. Revista Produção, 12(1), 34-45.
Schütz, H., Speckesser, S., & Schmid, G. (1998). Benchmarking labour market performance and labour market policies: theoretical foundation and applications. Discussion Paper FS I 98-205. Berlin: Wissenschaftszentrum Berlin für Sozialforschung.
Shostack, G. L. (1984). Designing services that deliver. Harvard Business Review, 62(1), 133-139.
Shostack, G. L. (1987). Service positioning through structural change. Journal of Marketing, 51(1), 34-43. http://dx.doi.org/10.2307/1251142.
Smith, G. F. (1998). Quality problem solving. Milwaukee: ASQ Quality Press.
Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: the service encounter. Journal of Marketing, 49(1), 99-111. http://dx.doi.org/10.2307/1251180.
Stevens, J. D. (1996). Blueprint for measuring project quality. Journal of Management Engineering, 12(2), 34-39. http://dx.doi.org/10.1061/(ASCE)0742-597X(1996)12:2(34).
Summers, M. R. (1998). Analyzing operations in business: issues, tools, and techniques. Westport: Quorum Books.
Tiku, S., Azarian, M., & Pecht, M. (2007). Using a reliability capability maturity model to benchmark electronics companies. International Journal of Quality & Reliability Management, 24(5), 547-563. http://dx.doi.org/10.1108/02656710710748394.
Torres Junior, N., & Miyake, D. I. (2011). A participação do cliente em processos de serviço e as implicações dos possíveis papéis do cliente na criação de valor. Produto & Produção, 12(1), 91-120.
Tseng, M. M., Qinhai, M., & Su, C. J. (1999). Mapping customers’ service experience for operations improvement. Business Process Management Journal, 5(1), 50-64. http://dx.doi.org/10.1108/14637159910249126.
Womack, J. P., & Jones, D. T. (2006). Soluções enxutas lean solutions: como empresas e clientes conseguem juntos criar valor e riqueza. Rio de Janeiro: Campus. 298 p.
Ben-Shabat, H., Moriarty, M., & Nilforoushan, P. (2013). Online retail is front and center in the quest for growth: the 2013 global retail E-Commerce index. Recuperado em 11 de fevereiro de 2014, de http://www.atkearney.com/consumer-products-retail/e-commerce-index.
Berry, L. L., Zeithaml, V. A., & Parasuraman, A. (1985). Quality counts in services, too. Business Horizons, 28(3), 44-52. http://dx.doi.org/10.1016/0007-6813(85)90008-4.
Biazzo, S. (2000). Approaches to business process analysis: a review. Business Process Management Journal, 6(2), 99-112. http://dx.doi.org/10.1108/14637150010321277.
Bitner, M. J., Ostrom, A. L., & Morgan, F. N. (2008). Service Blueprinting: a practical technique for service innovation. California Management Review, 50(3), 66-95. http://dx.doi.org/10.2307/41166446.
Corrêa, H. L., & Corrêa, C. A. (2004). Administração de produção e operações: manufatura e serviços: uma abordagem estratégica. São Paulo: Atlas.
Damelio, R. (2011). The basics of process mapping (2. ed.). Boca Raton: CRC Press. 65 p.
Daychoum, M. (2007). 40 ferramentas e técnicas de gerenciamento. Rio de Janeiro: Brasport.
Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36(1), 97-108. http://dx.doi.org/10.1007/s11747-007-0061-1.
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2005). Administração de serviços: operações, estratégia e tecnologia de informação (4. ed.). São Paulo: The Bookman. 537 p.
Fliess, S., & Becker, U. (2006). Supplier integration: controlling of co-development processes. Industrial Marketing Management, 35(1), 28-44. http://dx.doi.org/10.1016/j.indmarman.2005.07.004.
George, M. L. (2003). Lean Six Sigma for Service: how to use lean speed and six sigma quality to improve services and transactions. New York: McGraw-Hill.
Gil, A. C. (1999). Métodos e técnicas de pesquisa social (5. ed.). São Paulo: Atlas.
Grönroos, C. (1998). Marketing services: the case of a missing product. Journal of Business and Industrial Marketing, 13(4/5), 322-338. http://dx.doi.org/10.1108/08858629810226645.
Gummesson, E. (2008). Extending the service-dominant logic: from customer centricity to balanced centricity. Journal of the Academy of Marketing Science, 36(1), 15-17. http://dx.doi.org/10.1007/s11747-007-0065-x.
Jacka, J. M., & Keller, P. J. (2009). Business process mapping: Improving customer satisfaction. New York: Wiley.
Johnston, R., & Clark, G. (2002). Administração de operações de serviço. São Paulo: Atlas. 562 p.
Kanawaty, G. (Ed.). (1992). Introduction to work study (4. ed). Geneva: International Labour Office.
Koning, H., Does, R. J. M. M., & Bisgaard, S. (2008). Lean Six Sigma in financial services. International Journal of Six Sigma and Competitive Advantage, 4(1), 1-17. http://dx.doi.org/10.1504/IJSSCA.2008.018417.
Krajewski, L. J., Ritzman, L. P., & Malhotra, M. K. (2009). Administração de produção e operações (8. ed.). São Paulo: Pearson.
Kumar, S., & Steinebach, M. (2008). Eliminating US hospital medical errors. International Journal of Health Care Quality Assurance, 21(5), 444-471. http://dx.doi.org/10.1108/09526860810890431. PMid:18785345.
Kumar, S., Hudson, B., & Lowry, J. (2010). Consumer purchase process improvements in e-tailing operations: a case study. International Journal of Productivity and Performance Management, 59(4), 388-403. http://dx.doi.org/10.1108/17410401011038928.
Kumar, S., Strandlund, E., & Thomas, D. (2008). Improved service system design using Six Sigma DMAIC for a major US consumer electronics and appliance retailer. International Journal of Retail & Distribution Management, 36(12), 970-994. http://dx.doi.org/10.1108/09590550810919388.
Lee, Q., & Snyder, B. (2006). The Strategos guide to value stream and process mapping. Bellingham: Enna.
Lovelock, C. H., & Young, R. F. (1979). Look to consumers to increase productivity. Harvard Business Review, 57(3), 168-178.
Madison, D. J. (2005). Process mapping, process improvement, and process management: a practical guide to enhancing work and information flow. Chico: Paton Professional.
Martin, J. C., & Román, C. (2006). A benchmarking analysis of spanish commercial airports: a comparison between SMOP and DEA ranking methods. Networks and Spatial Economics, 6(2), 111-134. http://dx.doi.org/10.1007/s11067-006-7696-1.
McLean-Conner, P. (2006). Customer service: utility style: proven strategies for improving customer service and reducing customer care costs. Tulsa: Penn Well.
Mills, P. K., & Morris, J. H. (1986). Clients as “partial” employees of service organizations: Role development in client participation. Academy of Management Review, 11(4), 726-735. http://dx.doi.org/10.5465/AMR.1986.4283916.
Mohan, G. & Sinciya, P. O. (2013). Real time healthcare system for patients with chronic diseases in home and hospital environments. International Journal of Science, Engineering and Technology Research, 2(4), 931-936.
Nakatsu, R. T. (2010). Diagrammatic reasoning in AI. New Jersey: John Wiley & Sons.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. http://dx.doi.org/10.2307/1251430.
Rasmusson, D. (2006). The SIPOC picture book: a visual guide to the SIPOC/DMAIC relationship. Madison: Oriel Incorporated. 19 p.
Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30. http://dx.doi.org/10.1108/03090569610106626.
Sampson, S. E. (2012). Visualizing service operations. Journal of Service Research, 15(2), 182-198. http://dx.doi.org/10.1177/1094670511435541.
Santos, L. C., & Varvakis, G. (2002). SERVPRO: uma técnica para a gestão de operações de serviços. Revista Produção, 12(1), 34-45.
Schütz, H., Speckesser, S., & Schmid, G. (1998). Benchmarking labour market performance and labour market policies: theoretical foundation and applications. Discussion Paper FS I 98-205. Berlin: Wissenschaftszentrum Berlin für Sozialforschung.
Shostack, G. L. (1984). Designing services that deliver. Harvard Business Review, 62(1), 133-139.
Shostack, G. L. (1987). Service positioning through structural change. Journal of Marketing, 51(1), 34-43. http://dx.doi.org/10.2307/1251142.
Smith, G. F. (1998). Quality problem solving. Milwaukee: ASQ Quality Press.
Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: the service encounter. Journal of Marketing, 49(1), 99-111. http://dx.doi.org/10.2307/1251180.
Stevens, J. D. (1996). Blueprint for measuring project quality. Journal of Management Engineering, 12(2), 34-39. http://dx.doi.org/10.1061/(ASCE)0742-597X(1996)12:2(34).
Summers, M. R. (1998). Analyzing operations in business: issues, tools, and techniques. Westport: Quorum Books.
Tiku, S., Azarian, M., & Pecht, M. (2007). Using a reliability capability maturity model to benchmark electronics companies. International Journal of Quality & Reliability Management, 24(5), 547-563. http://dx.doi.org/10.1108/02656710710748394.
Torres Junior, N., & Miyake, D. I. (2011). A participação do cliente em processos de serviço e as implicações dos possíveis papéis do cliente na criação de valor. Produto & Produção, 12(1), 91-120.
Tseng, M. M., Qinhai, M., & Su, C. J. (1999). Mapping customers’ service experience for operations improvement. Business Process Management Journal, 5(1), 50-64. http://dx.doi.org/10.1108/14637159910249126.
Womack, J. P., & Jones, D. T. (2006). Soluções enxutas lean solutions: como empresas e clientes conseguem juntos criar valor e riqueza. Rio de Janeiro: Campus. 298 p.
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