Combining operations and marketing to manage capacity and demand in services

Although profitability is generally increased when services do well at matc hing demand and capacity, service managers continue to struggle in this are a. This article summarises major demand and capacity management literature from both operations and marketing fields with the view to combine the know ledge into a pragmatically based framework. The primary focus is on service s that cannot schedule customers (e.g., banks, supermarkets), since these p rovide the greatest challenge for demand management. Narrowing this further , the article gives preference to work that has information useful to promo te future modelling efforts.