Posted: June 1st, 2015

Managing operational performance through people engagement and information systems – A Casino Case Study

Objectives

1. Evaluate the framework ‘The Service Profit Chain’ in the context of the casino gaming floor. (OM)
2. Investigate why the implementation of the framework ‘The Service Profit Chain’ integrated with a revenue management systems application can be a key success factor in the global gaming industry. (SA)
3. Demonstrate with quantitative and qualitative analytical insight the value of pursuing the convergence of the Service Profit Chain and Table Games Revenue Management. (MAM)
4. Create an action plan take-away to optimize systems implementation in a service industry. (MC/OB)

Background Information

Previous work experience has seen the trial to implement of the Service Profit Chain to improve Internal Service Quality, Employee Satisfaction, and Employee Productivity as a driver for External Service Value, Customer Satisfaction, Loyalty, Revenue Growth, and Profitability. It (the case study) has also seen the demise of the SPC when operational focus and leadership changed to a short term cost cutting strategy.
The challenge is how to de-fluff and quantify the value of employee satisfaction and identify it as a market differentiator. Intelligent predictive analytics optimization tool can provide quantitative insight to the connection between the Service Profit Chain and casino revenue management best practices for long term growth.

Proposed Methodology

Operation Management theories of TQM quality management control will help interpret the value from analytical metrics to business solutions. Business Process Management models will also be an area of research.
Fringe theories will involve leadership and motivational theories from organisational behaviour to grease the wheels for the real life action plan for implementing a recommended solution – ‘How to strip the service encounter back to its core aided by technology intervention through systems applications.’
The project will use comparative resources that are also available to measure this case study to current industry standards and other market spaces within the casino global market.
I expect Change management theories will be critical for actual implementation recommendations to answer the question ‘Now you have a systems application, how do you get the employee to engage with it?’ And the Corporate Finance module to provide insight into the most relevant key performance indicators for arguing the case of applying a Service Profit Chain convergence with a Revenue Management systems application in the casino gaming industry.

Book resources are noted – unlimited online resources are accepted.

Availability of Information/Literature
Key References:

Putting the Service-Profit Chain to Work, by James L. Heskett, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger. Harvard Business Review, March – April 1994.

Reputation Gaps and the Performance of Service Organisations by, Gary Davies, Rosa Chun, and Michael A. Kamins, 2009. Strategic Management Journal Strat, Mgmt. J., 31: 530-546 (2010)

TOWARDS A VALUE-ORIENTED APPROACH TO BUSINESS PROCESS MODELLING
Jan vom Brocke, Jan Mendling, Jan Recker, https://www.academia.edu/Download

The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value, Frederick F. Reichheld.

The Value Profit Chain: Treat Employees Like Customers and Customers Like Employees, James L. Heskett, W. Earl Sasser, Leonard A. Schlesinger

Johnston, R. and Clark, G. (2008)
Service Operations Management (3rd edn)
London: Prentice Hall

Anupindi, R. et al. (2006)
Managing Business Process Flows (3rd edn)
Upper Saddle River, NJ: Pearson/Prentice Hall

9 Key benefits of the Project
What will be the benefits of successfully completing your project? What will be the anticipated value to your client (if applicable) or your company or your role etc.?

1. Provide industry insight into how variable the ROI of a systems application is dependent to the satisfaction level of the employees that converge with it.
2. As Director of Program Management for a systems application technology solution, I want to provide actionable insight into User Centered Design and draw objective and analytical conclusions on the value of intuitive and easy to use design in systems products by demonstrating the concept of ‘service profit chain design.’
3. To be a case study that provides quantitative analysis that there can be a direct link between superior service experiences, customer loyalty, and financial performance (profit and growth). Thus establishing a potential benchmark of service excellence within the gaming industry.