Service Excellence
Assignment 3: Service Robots for Hajj
Watch the lecture on Service Robots by Jochem Wirtz: https://www.youtube.com/watch?v=rfaqk8JoyC4
A central element of the lecture is the quadrant which helps us think about the division of service operations between humans and robots along the dimensions of cognitive/analytic complexity versus emotional-social complexity.
a) Draw the graph as it occurs in the lecture and explain it in your own words.
One of the Vision2030 objectives is to grow Hajj & Umrah pilgrim numbers to 30 million annually. This will bring continuous service demands for the crowds of pilgrims in Makkah while performing Hajj or Umrah.
b) Give four service demands that the pilgrims may have during the days of performing Hajj or Umrah in Makkah, one in each of the four categories:
1. Simple Cognitive/Analytic, Simple Social/Emotional
2. Simple Cognitive/Analytic, Complex Social/Emotional
3. Complex Cognitive/Analytic, Simple Social/Emotional
4. Complex Cognitive/Analytic, Complex Social/Emotional
c) Argue which of the tasks described when answering question b can best be executed by a service robot. For these cases, describe how a service robot can provide these services.
d) Address whether service robots would be appropriate at all (and when) for a religious service such as performing Hajj and Umrah? Base your answer as much as possible on theory of the content from the sessions 1-12 of the Service Excellence Course.
Assignment 4: Service Excellence at Ritz Carlton Hotels
Ritz Carlton Hotels has long set the standards of excellence in the hospitality industry. Read the attached case on the Ritz Carlton hotel carefully and then answer the following three questions. You are actually advised to read the questions first, so that you can start taking notes immediately while reading the case.
a) Identify 3 categories from Chase & Hays’ framework of 4 stages of service firm competitiveness on which Ritz Carlton has advanced most (to World Class?) Clarify your answer by citing from the case (or other sources).
b) Compare the organizational Culture of Ritz Carlton to the ‘Culture of Discipline’ Collins describes in Chapter 6 of Good to Great. Identify 3 or more similarities. Clarify your answer by citing from the case (or other sources).
c) Compare the organizational Culture of Ritz Carlton to the ‘Culture of Discipline’ Collins describes in Chapter 6 of Good to Great. Can you find some differences? Two (or more) characteristics of Ritz Carlton that Collins hasn’t mentioned? Two (or more) characteristics mentioned by Collins you don’t see at Ritx Carlton?
