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Table of Content

Contents

Chapter 1 Introduction 3

Chapter 2 Service Processes 5

2.1 Equipment/People Focus 5

2.2 Customer Contact Time 5

2.3 Degree of Customization 5

2.4 Degree of Discretion 5

2.5 Back-office-oriented / Front-office-oriented 6

2.6 Product/Process Focus 6

2.7 Production and Quality 7

Chapter 3 SWOT Analysis of Citibank 9

3.1 Strengths of Citibank 9

3.2 Weaknesses of Citibank 10

3.3 Opportunities for Citibank 11

3.4 Threats for Citibank 12

Chapter 4 Operational Challenges Faced by Citibank Berhad 11

4.1 Limited Number of Branches 12

4.2 Absence in Rural/Suburb Area 12

4.3 Inefficient Online Banking System 12

4.4 High Level of Service Automation 13

Chapter 5 Recommendation 13

5.1 Enhance the Number of Operating Branches 13

5.2 Customer-centric Service Delivery 13

5.3 Upgrade the Online Banking System 14

Chapter 6 Conclusion 14

Reference 14

Introduction

Operations management is an area of business concerned with the production of goods and services, and involves the ensuring that business operations are efficient in terms of using as little resource as needed, and effective in terms of meeting customer requirements. It is concerned with managing the process that converts inputs (in the forms of materials, labor and energy) into output (in the form of goods and services).

Operations traditionally refers to the production of goods and services separately, although the distinction between these two main types of operations is increasingly difficult to make as manufacturers tend to merge product and service offerings. More generally, Operations Management aims to increase the content of value-added activities in any given process. Fundamentally, these value-adding creative activities should be aligned with market opportunity (see Marketing) for optimal enterprise performance.

According to the U.S. Department of Education, Operations Management [is the field...