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Service Innovation as a Drive for Competitiveness
Kováčová, Petra ; Michelfeit, Stanislav (referee) ; Zich, Robert (advisor)
Diplomová práce představuje paradigmata servisně orientované ekonomiky z hlediska konkurenceschopnosti firmy. Zaměřuje se na konkurenční výhody, kterých lze dosáhnout nebo podporovat rozvojem služeb. Teoretický základ prezentuje specifika a význam sektoru služeb v současných nejvyspělejších ekonomikách. Jmenuje hlavní konkurenční strategie používané v sektoru služeb a srovnává je se zažitými strategiemi známými z produktově orientované ekonomiky. Práce blíže analyzuje metody rozvoje služeb ve společnosti IBM GSDC Brno v oblasti globalních IT služeb. Pojednává o hlavních problémech spojených s jejich inovací a zároveň naznačuje současné a budoucí trendy v oblasti IT služeb. V praktické návrhové části jsou prezentovány nové přístupy k rozvoji služeb, které by mohly podpořit konkurenceschopnost firmy na globálním trhu služeb.
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Service Innovation as a Drive for Competitiveness
Kováčová, Petra ; Michelfeit, Stanislav (referee) ; Zich, Robert (advisor)
Diplomová práce představuje paradigmata servisně orientované ekonomiky z hlediska konkurenceschopnosti firmy. Zaměřuje se na konkurenční výhody, kterých lze dosáhnout nebo podporovat rozvojem služeb. Teoretický základ prezentuje specifika a význam sektoru služeb v současných nejvyspělejších ekonomikách. Jmenuje hlavní konkurenční strategie používané v sektoru služeb a srovnává je se zažitými strategiemi známými z produktově orientované ekonomiky. Práce blíže analyzuje metody rozvoje služeb ve společnosti IBM GSDC Brno v oblasti globalních IT služeb. Pojednává o hlavních problémech spojených s jejich inovací a zároveň naznačuje současné a budoucí trendy v oblasti IT služeb. V praktické návrhové části jsou prezentovány nové přístupy k rozvoji služeb, které by mohly podpořit konkurenceschopnost firmy na globálním trhu služeb.
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Service Innovation in a Selected Enterprise
STUDNIČKOVÁ, Alžběta
The service sector is very broad. It covers various activities, from simple proc-esses to the most complicated ones. This sector can also be called tertiary sector. It is the youngest and largest sector of the world economy. Inflow of funds and job opportunity growth is linked to it. The aim of this thesis is to analyze the services provided by the Theresia Hotel, located in the centre of Kolín, to evaluate customers´ satisfaction with the provided ser-vices. Further it proposes new, missing services to customers and suggests improvement of existing services, which are not satisfactory at present. The thesis is divided into a theoretical and a practical part. The theoretical part is focused on services, tourism, innovation, Customer Relationship Management and clas-sification of accommodation. All segments are divided into sub-sections, each focusing on a special area. The practical part is based on a directed interview with a senior executive and a questionnaire based survey carried out in the above mentioned hotel in the period from July to December 2014. Customers were asked to answer questions related to services provided by the hotel. Based on their replies issues and problems were revealed, which helped improve the provided services and the hotel as a whole. One of the proposed innovations is a virtual tour placed on the hotel website. Its aim is to show to potential guests the hotel rooms and other spaces to make their deci-sion easier. Another possible innovation of the website is the video presentation, which should present hotel services during a few minutes. Possibility to rent a bike or a scooter will be appreciated by people without chance to bring their own bikes to the hotel. At the reception should be placed information materials about region and souvenirs with hotel theme. It is also necessary to improve Facebook pages of the hotel, especially in terms of the upload several photos of employees and guests, regularly posting news concerning the hotel and creating bilingual profile in Czech and English. To help to improve guests' satisfaction it is necessary to eliminate shortcomings in rooms and bathrooms and provide new hotel services.
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Service innovation: The use of service design in practice
Kánská, Kateřina ; Jaklová, Martina L. (advisor) ; Siser, Roman (referee)
The theoretical part is devoted to an explanation of the issue. Specifics of services are outlined as well as trends that will shape future services. A service design is presented as a main topic. Its aim is to find all customer-service "touchpoints", to discover a customer's journey through the service and, on the basis of these inputs, to innovate the service for the highest customer satisfaction and efficiency for a provider on the other hand. There are also presented arguments for the service design as well as methods how services can be improved -- "customer journey map", "personas", own experience with the service, "ethnographic research" and "webdesign". These methods are also used in a practical part. The practical use of the service design is shown on a business "Glasses home". Its focus is a sale of glasses through an e-shop bryle-domu.cz as well as through a patented self-service optician "Optiscont". Using the previously introduced methods, a survey for "Glasses home" is realised. The survey have two phases. The first phase is devoted to the testing of a service prototype, the second phase is devoted to the complex assessment of the service that has been innovated based on the first phase. The final part is devoted to interpretation of results. Based on the practical part, a "customer journey map" is compiled, including "personas" -- archetypes of service customers. The "reservoir of good will" is used to present the strengths and weaknesses of the service. Finally, recommendations for innovations are formulated. The main message is to simplify the website, to explain the "Optiscont" concept to customers at the point of sale and to focus on interconnecting all touchpoints.
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