This article presents the results of a study using discrete choice analysis (DCA) in the dine‐in pizza industry. DCA offers an effective approach for incorporating customer preferences into operating decisions in service businesses. Our results show how customers tradeoff among several...

This paper describes the steps taken by a major commercial bank in the USA to redesign a critical function within its check‐processing operation. Animated simulation models of the current and new process were developed to understand the relationship between process parameters, waiting times,...

Purpose – The purpose of this paper is to discuss the importance of a coordinated marketing and operations strategy in goods and service producing business organizations. Customer engagement and co-production are imperative service delivery considerations, and therefore an aligned marketing...