Service value stream management (SVSM) - a case study

Main Article Content

Delmo Alves de Moura
Victor Carneiro Bonadio
صندلی اداری


Air transport accounts for a significant portion of all wealth production in the world. In the case of Brazil, although the air transport industry is undergoing profound changes because of the economic crisis, there is enormous potential for this market to resume growth, especially when compared to the number of passengers/inhabitant of already consolidated markets, such as the United States. However, to grow in this market, airlines need to be prepared to adapt to new dynamics and overcome the effects of the economy on the industry. This paper presents a case study of an airline that in the crisis period lost its market leadership and chose to restructure the business-to-business (B2B) sales department to achieve better results in its Business Process Management (BPM). It seeks to identify which factors led the company to lose this leadership from the perspective of its customers and propose a way to review internal processes, eliminating waste, so that the company can resume its position in the market. It has been applied lean service-focused concepts to raise possible causes, identifying and optimized internal sales department flows to create a more appropriate customer value proposition, and correcting for each type of waste mapped. The objective of this case study was to apply the concepts related to the Value Stream Map tool to reduce activities that do not add value, in a service area, of a large airline. The objective was to improve the company's Business Process Management, aiming at a lean, effective and efficient process, improving the organization's performance and competitiveness.


Download data is not yet available.

Article Details

Author Biographies

Delmo Alves de Moura, Federal University of ABC

Professor at  Federal University of ABC - Industrial Engineering

Victor Carneiro Bonadio, Federal University of ABC

Management Engineering


Abdi, F., Shavarini, S. K., & Hoseini, S. M. S. (2006). Glean Lean: How to use Lean Approach in Service Industries? Journal of Services Research, 6, 191-206, Special Issue.

Akdağ, H. C., Çalişkan, E., & Toma, S. (2017).. Lean process design for a radiology department. Business Process Management Journal, 23(4), 779-791.

Balocco, R., Cavallo, A., Ghezzi, A., & Mirabent, J. B. (2019). Lean business models change process in digital entrepreneurship. Business Process Management Journal, 25(7), 1520-1542.

Barber, C. S., & Tietje, B. C. (2013). A Research Agenda for Value Stream Mapping the Sales Process. Journal of Personal Selling & Sales Management, 28(2), 155–165.

Bauer, J. M., Vargas, A., Sellito, M. A., Souza, M. C., & Vaccaro, G. L. (2019). The thinking process of the theory of constraints applied to public healthcare. Business Process Management Journal, 25(7), 1543-1563.

Bonaccorsi, A., Carmignani, G., & Zammori, F. (2011). Service Value Stream Management (SVSM).: Developing Lean Thinking in the Service Industry. Journal of Service Science and Management, 4(4), 428-439.

Bose, R. (2002). Customer Relationship Management: Key Components for IT Success, Industrial. Management & Data Systems, 102(2), 89-97.

Braglia, M., Carmignani, G., & Zammori, F. (2006). A New Value Stream Mapping Approach for Complex Production Systems. International Journal of Production Research, 44(18-19), 3929-3952.

Braglia, M., Frosolini, M., & Zammori, F. (2009). Uncertainty in Value Stream Mapping Analysis. International Journal of Logistic: Research and Application, 12(6), 435-453.

Caceres, R. C., & Paparoidamis, N. G. (2007). Service Quality, Relationship Satisfaction, Trust, Commitment and Business‐to‐Business Loyalty. European Journal of Marketing, 41(7/8), 836-867.

Cavdur. F., Yagmahan, B., Oguscan, E., Arslan, N., & Sahan, N. (2019). Lean service system design: a simulation-based VSM case study. Business Process Management Journal, 25(7), 1802-1821.

Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.

Emiliani, M. L., & Stec, D. J. (2004). Using Value‐Stream Maps to Improve Leadership. Leadership & Organization Development Journal, 25(8), 622-645.

Ferreira, G. S. A., Silva, U. R., Costa, A. L., Pádua, S. I. D., (2018). The promotion of BPM and lean in the health sector: main results. Business Process Management Journal, 24(2), 400-424.

Gębczyńska, A. (2016). Strategy implementation efficiency on the process level. Business Process Management Journal, 22(6), 1079-1098.

Gibbert, M., Leibold, M., & Probst, G. (2002). Five Styles of Customer Knowledge Management and How Smart Companies use then to Create Value. European Management Journal, 20(5), 459-469.

Gummesson, E., & Polese, F. (2009). B2B is Not an Island! Journal of Business & Industrial Marketing, 24(5/6), 337-350.

Håkansson, H., Ford, D., Gadde, L. E., Snehota, I., & Waluszewski, A. (2009). Business in Networks, John Wiley & Sons, Chichester.

Hines, P., Holweg, M., & Rich, N. (2004). Learning to Evolve: A Review of Contemporary Lean Thinking. International Journal of Operations & Production Management, 24), 994-1011.

Hines, P., Rich, N., Bicheno, J., Brunt, D., Taylor, D., Butterworth, C., & Sullivan, J. (1998). Value Stream Management. The International Journal of Logistic Management, 9(1), 25-42.

Hines, P., Silvi, R., & Bartolini, M. (2002). Demand Chain Management: An Integrative Approach in Automotive Retailing. Journal of Operations Management, 20(3), 707-28.

Kaplan, S., & Sawhney, M. (2000). E-Hubs: The New B2B Marketplaces. Harvard Business Review, 78(3, p. 97-103.

Keyte, B., & Locher, D. (2004). The Complete Lean Enterprise: Value Stream Mapping for Administrative and Office Processes, New York: Productivity Press.

Khodakarami, F., & Chan, Y. E. (2014). Exploring the Role of Customer Relationship Management (CRM). Systems in Customer Knowledge Creation. Information & Management, 51(1), 27-42.

Khosravi, A. (2016). Business process rearrangement and renaming: A new approach to process orientation and improvement. Business Process Management Journal, 22(1), 116-139.

Lasa, I. S., Laburu, C. O., & Castro Vila, R. (2008).. An Evaluation of the Value Stream-Mapping Tool. Business Process Management Journal, 14(1), 39-52.

Lee, R. P., Naylor, G., & Chen, Q. (2011). Linking Customer Resources to Firm Success: The Role of Marketing Program Implementation. Journal of Business Research, 64(4), 394-400.

Leonidou, L. (2004). Industrial Manufacturer-Customer Relationships: The Discriminant Role of the Buying Situation. Industrial Marketing Management, 33, 731-742.

Li, T., & Calantone, R. J. (1998). The Impact of Market Knowledge Competence on New Product Advantage: Conceptualization and Empirical Examination. Journal of Marketing, 62(4), 13-29.

Lovelock, H., & Wright, L. (2001). Principles of Service Marketing and Management, Prentice Hall.

Maleyeff, J. (2006). Exploration of Internal Service Systems Using Lean Principles. Management Decision, 44(5), 674-689.

Mcgill, M. E., & Slocum, J. W. (1993). Unlearning the Organization. Organisational Dynamics, 22(2), 67-79.

Mikolon, S., Kolberg, A., Haumann, T., & Wieseke, J. (2015). The Complex Role of Complexity: how Service Providers can Mitigate Negative Effects of Perceived Service Complexity when Selling Professional Services. Journal of Service Research, 18(4), 513-528.

Mithas, S., Krishnan, M. S., & Fornell, C. (2005). Why do Customer Relationship Management Applications Affect Customer Satisfaction? Journal of Marketing, 69(4), 201-209.

Monden, Y. (1983). The Toyota Production System, Productivity Press, Portland, OR.

Ohno, T. (1988). The Toyota Production System: Beyond Large-Scale Production, Productivity Press, Portland, OR.

Paciarotti, C., Ciatteo, V., & Giacchetta, G. (2011). Value Stream Mapping Implementation in the Third Sector. Operations Management Research, 4(3/4), 99–110.

Ray, S., & John, B. (2011). Lean Six-Sigma Application in Business Process Outsourced Organization. International Journal of Lean Six Sigma, 2(4), 371–380.

Rich, M. K. (2000). The Direction of Marketing Relationships. Journal of Business & Industrial Marketing, 15(2/3), 170-179.

Senge, P. (1990). The Fifth Discipline, New York, NY, Currency Doubleday.

Shingo, S. (1981). Study of the Toyota Production Systems, Japan Management Association, Tokyo.

Shou, W., Wang, J., Wu, P., Wang, X., & Chong, H. (2017). A Cross-Sector Review on the Use of Value Stream Mapping. International Journal of Production Research, 55(13), 3906-3928.

Singh, B., Garg, S. K., & Sharma, S. K. (2010). Value Stream Mapping: Literature Review and Implications for Indian Industry. The International Journal of Advanced Manufacturing Technology, 53(5-8), 799- 809.

Thomas, A. (2018). Developing an integrated quality network for lean operations systems. Business Process Management Journal, 24(6), 1367-1380.

Ulaga, W., & Eggert, A. (2006). Value-based Differentiation in Business Relationships: Gaining and Sustaining key Suplier’s Status. Journal of Marketing, 70, 119-136.

Womack, J. P., & Jones, D. T. (1996). Lean Thinking - Banish Waste and Create Wealth in your Corporation, New York: Free Press.

Woo, K. S., & Ennew, C. T. (2004). Business-to-Business Relationship Quality: An IMP Interaction-Based Conceptualization and Measurement. European Journal of Marketing, 38(9/10), 1252-1271.

Wu, S. T. P. (2014). The Impact of Customer Knowledge and Customer Relationship Management on Service Quality. International Journal of Quality and Service Sciences, 6(1), 77-96.

Wynstra, F., Axelsson, B., & Van Der Valk, W. (2006). An Application-Based Classification to Understand Buyer Supplier Interaction in Business Services. International Journal of Service Industry Management, 17(5), 474-496.

Xu, M., & Walton, J. (2005). Gaining Customer Knowledge Through Analytical CRM. Industrial Management & Data Systems, 105(7), 955-971.

Zelt, S., Schmiedel, T., & Vom Brocke, J. (2018). Understanding the nature of processes: an information processing perspective. Business Process Management Journa, 24(1), 67-88.

Zolkiewski J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., O’malley, L., Peters, L. D., Raddats, C., & Robinson, W. (2017). Strategic B2B Customer Experience Management: the Importance of Outcomes-Based Measures. Journal of Services Marketing, 31(2), 172-184.

Zoltners, A. A., Sinha, P., & Lorimer, S. E. (2008). Sales Force Effectiveness: A Framework for Researchers and Practitioners. The Journal of Personal Selling and Sales Management, 28(2), 115-131.

فروشگاه اینترنتی