Roger Schmenner’s matrix, also known as the Schmenner Process-Choice
Model, is a framework used in operations management to analyze the
manufacturing and service processes of organizations. It classifies processes
based on two dimensions: the degree of customization and the degree of
labor intensity.
1. **Degree of Customization:** This dimension refers to the extent to
which a product or service can be tailored to individual customer
requirements. It ranges from low customization (standardized
products/services) to high customization (custom-made
products/services).
2. **Degree of Labor Intensity:** This dimension refers to the proportion
of labor cost in the total cost of producing a product or delivering a
service. It ranges from low labor intensity (automated processes with
minimal human involvement) to high labor intensity (processes heavily
reliant on human labor).
The matrix is divided into four quadrants:
1. **Service Factory (Low Customization, Low Labor Intensity):**
Examples include fast-food restaurants and call centers, where
standardized services are provided with minimal customization and
automation.
2. **Service Shop (High Customization, Low Labor Intensity):** Examples
include hospitals and legal firms, where services are customized to
individual needs but are not highly labor-intensive due to the use of
specialized equipment and technology.
3. **Mass Service (Low Customization, High Labor Intensity):** Examples
include retail stores and airlines, where services are standardized but
require significant human labor to deliver.
4. **Professional Service (High Customization, High Labor Intensity):**
Examples include consulting firms and architectural firms, where
services are highly customized and rely heavily on skilled human labor.
This matrix helps organizations understand the characteristics of their
processes and make strategic decisions regarding process design, resource
allocation, and competitive positioning.
