An Approach for Determining the Mix between Human and Automated Service Providers

With the growing popularity of self‐service technologies (SST), businesses have to determine how to combine traditional human service with SST technologies. These mix problems have not received adequate attention in the research literature. This paper offers a decision model for solving mix problems between human service channels and SSTs. The decision problem cannot be determined as a traditional max or min problem and it is fuzzy. In fuzzy problems, the decision maker (DM) is considered as the focal point with the relevant knowledge and preferences and therefore, the objective is to maximize the DM's preferences. This paper develops a decision support system for eliciting a DM's value function when the service channels are considered to be substitutes, but when the rate of substitution may change and then uses a linear‐fractional model to fit the DM's data and optimize the DM's preferences. A service mix problem for a grocery store with human service providers and SSTs is used to demonstrate how the decision model can be employed to analyze and solve service mix decision making problems. Copyright © 2014 John Wiley & Sons, Ltd.