Estratégias de operações em serviços profissionais: análise do efeito da presença do cliente nas decisões de alocação de recursos

Abstract

The purpose of this work is to explain how the professional services organizations manage customer participation in the service system. Thus, the objective is to identify the tactics and practices used to reduce the unwanted effects in the operation brought by variability, enhanced by the co-production, as well as improve customer experience. To achieve the results, considering the complexity of the studied phenomenon, it was decided to conduct a multi-case study in four professional service organizations: a law office, a hospital, a management consultant company and an information technology company. From four main sources of variability, fourteen key strategies related to operations management were observed and systematized in order to mitigate idleness problems and overloaded resources. Theoretical advances related to the increased level of understanding of the operational specificities in professional services and practical contributions that support and guide the operational decision-making process and promote better customer experience were listed. Although limitations could be identified in relation to the used method and research opportunities considering the defined scope, this work may contribute to the advancement of understanding between efficiency and flexibility in operations service management field.