Scribd
Upload
28 views5 pages

Service Blueprint

Service blueprinting illustrates key elements of a recurring service process involving customers and employees. It maps customer actions, visible and invisible employee actions, supporting processes, and physical evidence from the customer's perspective. Blueprinting aids in understanding customer experiences, improving satisfaction and efficiency by streamlining workflows. It also fosters innovation by identifying opportunities to meet changing customer needs through continuous improvement.

Uploaded by

nicholasd1604
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
28 views5 pages

Service Blueprint

Service blueprinting illustrates key elements of a recurring service process involving customers and employees. It maps customer actions, visible and invisible employee actions, supporting processes, and physical evidence from the customer's perspective. Blueprinting aids in understanding customer experiences, improving satisfaction and efficiency by streamlining workflows. It also fosters innovation by identifying opportunities to meet changing customer needs through continuous improvement.

Uploaded by

nicholasd1604
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 5

Service blueprint.

Service blueprinting illustrates the essential elements of a recurring service procedure that engages
multiple participants alongside a customer (Bitner, Ostrom, & Morgan, 2008). It primarily adopts the
customer's perspective rather than focusing on the organization's viewpoint.

Key features

 Customer Actions
 Onstage/visible Contact Employee Actions
 Backstage/Invisible Contact Employee Actions
 Support Processes
 Physical Evidence

Fig 1: Blueprint for a Hotel Stay (from Bitner et al, 2008)

Service blueprints prioritize customer actions alongside visible on-stage employee actions, unseen
backstage employee actions, and supporting processes unrelated to contact employees. Additionally,
physical evidence is depicted along the top of a service blueprint, recognizing the significance of the
service-scape in influencing a customer's perception of service quality (Bitner, 1992).

Fig 2: Service blueprint of guests when staying in Sky City in Adelaide

The importance and significance of mapping service processes


Understanding the customer journey through service mapping is essential for gaining insights into the
overall customer experience, identifying pain points, and improving satisfaction (Zeithaml & Bitner,
2000). It also aids in optimizing efficiency by streamlining workflows and eliminating redundancies
(Fitzsimmons & Fitzsimmons, 2014), leading to enhanced service quality and consistency (Johnston &
Clark, 2008).

Moreover, service mapping fosters innovation by identifying opportunities for differentiation and
responding to changing customer needs (Bitner, Ostrom, & Morgan, 2008). Continuous improvement is
empowered through regular review and adaptation of service processes (Homburg, Wieseke, & Hoyer,
2009).
Service scape

The concept of servicescape, coined by Bitner (1992), pertains to the tangible surroundings, known as
the 'built environment,' which influence the behaviors of both customers and employees within service
organizations. According to Bitner (1992, p. 59), "a range of objective environmental factors is perceived
by both customers and employees, eliciting cognitive, emotional, and physiological responses.

 Ambient conditions include air quality, temperature, noise, music, lighting and scent.

 Spatial layout refers to the arrangement of the furniture and equipment, easy-to-move furniture
and furniture location.

 Signs, symbols and artifacts refer to the decor style, personal artifacts and signs to help
customers.
Theoretical framework

Fig 3: Theoretical framework of service scape of SkyCity Adelaide

Communication to Employees:

 Conduct training sessions to educate staff on the importance of the service scape in influencing
guest perceptions and behaviors.
 Provide guidelines and standards for maintaining and enhancing environmental elements,
emphasizing their role in delivering exceptional guest experiences.
 Encourage staff to actively observe and respond to guests' reactions to environmental stimuli,
making adjustments as needed to optimize the overall guest experience.
 Foster a culture of teamwork and collaboration, encouraging staff to work together to create a
cohesive and memorable environment for guests (Hultén et al., 2009).
References
Bitner, M.J. (1992). Servicescapes: The impact of physical surroundings on customers and employees.
Journal of Marketing, 56(2), 57–71.

Bitner, M.J., A.L. Ostrom and F.N. Morgan (2008). Service blueprinting: A practical technique for service
innovation. California Management Review, 50(3), 66-94.

Fitzsimmons, J. A., & Fitzsimmons, M. J. (2014). Service management: Operations, strategy, information
technology (8th ed.). McGraw-Hill Education.

Fließ, S., & Kleinaltenkamp, M. (2004). Blueprinting the service company. Journal of Business Research,
57(4), 392–404

Homburg, C., Wieseke, J., & Hoyer, W. D. (2009). Social identity and the service-profit chain. Journal of
Marketing, 73(2), 38-54.

Hultén, P., Broweus, N., & Dijk, M. (2009). Sensory marketing: The multi-sensory brand-experience
concept. The Journal of Consumer Marketing, 26(4), 269-279.

Johnston, R., & Clark, G. (2008). Service operations management: Improving service delivery (3rd ed.).
Pearson Education Limited.

Zeithaml, V. A., & Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm
(2nd ed.). McGraw-Hill Education.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy