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Services Marketing
Themes Of My Presentation
The Servuction Model Art of BluePrinting Steps in Designing a BluePrint Fail Points
The Servuction Model( the service experience)
Model used to illustrate factors that influence service experience, including those that are visible and invisible to consumer.
Invisible component consists of invisible organizations and systems.
The Servuction Model( the service experience)
Visible part consists of 3 parts: inanimate environment, contact personnel/service providers, and other consumers.
Inanimate environment: All nonliving features present during service encounter.
Contact personnel: :Employees other than primary providers that interact with consumer.
The Servuction Model( the service experience)
Service Provider: Primary provider of core service, such as dentist, physician or instructor.
Other Customers• Customer A : Recipient of bundle of
benefits created through service experience.
• Customer B : Other customers who are part of Customers A’s experience.
Customer Involvement in Production Process
Servuction model demonstrates consumers are an integral part of service process.
Participation may be active or passive, but always there.
Managers must understand interactive nature of services and customer involvement in production process.
Art of Blueprinting
Blueprinting is flowcharting of a service operation.
Enables marketing managers to understand the parts of operating system visible to consumer, hence part of servuction system.
Identifying components of an individual firm’s servuction system is difficult.
Art of Blueprinting
Many firms underestimate points of contact.
Service flowcharts allow managers to better understand servuction process.
Designing the process is key to product design.
Visible part of operations must be supported by invisible process.
Art of Blueprinting
Blueprint provides communications between operations and marketing on paper before they occur in real time.
Steps in Designing a Blueprint
Identify the process to blueprinted Map process from the customer’s
point of view Draw line of interaction Draw line of visibility Map process from customer contact
person’s view distinguishing visible activities form invisible
Steps in Designing a Blueprint
Draw line of internal interaction Link customer and contact person
activities to needed support functions
The Evidence of Service
(from the customer’s point of view)
People
Process PhysicalEvidence
Contact EmployeesOther Customers
TangibleCommunication
PriceServicescapeGuarantees
Operational Flowof Activities
Steps in the Process Flexibility
Service Blueprint Components
Line of Interaction
Line of Visibility
Line of Internal Interaction
INVISIBLE SUPPORT ACTION
“BACKSTAGE” CONTACT ACTIONS
“ONSTAGE” CONTACT EMPLOYEE ACTIONS
CUSTOMER ACTIONS
Service Blueprint Component
Line of Interaction
Line of Visibility
Line of Internal Interaction
INVISIBLE SUPPORT ACTION
“BACKSTAGE” CONTACT ACTIONS
“ONSTAGE” CONTACT EMPLOYEE ACTIONS
CUSTOMER ACTIONS
Overnight Hotel StayP
hysi
cal
Evi
denc
e
Con
tact
P
erso
nC
usto
mer
Invi
sibl
e P
roce
ss
(Back Stage)
(On Stage)
Arrive
HotelExteriorParking
Cartsfor
Bags
Give Bags
GreetTakeBags
DeskLobbyKey
CheckIn
ProcessPapers
PaperSystem
Take bagsto room
DeliveryBags
ReceiveBags
Cartfor
Bags
Go to Room
ElevatorsHallways
Room
Overnight Hotel StayP
hysi
cal
Evi
denc
e
Con
tact
P
erso
nC
usto
mer
Invi
sibl
e P
roce
ss
(Back Stage)
(On Stage)
Menu
Call Room Service
Take FoodOrder
PrepareFood
DeliverFood
ReceiveFood
DeliveryTray Food
Appearance
Food
EatCheck Out& Leave
ProcessCheck Out
Paper System
BillDesk
LobbyHotel
Parking
Art of Blueprinting
Provides a check on logical flow of whole process
Bottlenecks represent points in system where consumer waits longest.
Balanced Production Line: Process times and inventories of all steps are same or consumer never waits for next process.
Art of Blueprinting
Managers should recognize benefits of changing system to process consumers more effectively.
Target times should initially be set by marketing and based on consumers expected level of service.
Fail Points
Three Characteristics:• Potential for operations malfunction is
high.• Results of the malfunction visible to
consumers.• System malfunction is regarded by
consumers as particularly significant.
Operations Blueprint
Alternative way to develop blueprint would be to start from consumer scripts.
Consumers would describe their process they follow in using a service.
USAir Blueprint
Consumers asked about a USAir flight might start with the travel agent.
Then they might describe the airport, parking, and terminal.
Constructing Blueprint
1st step: elicit scripts from both employees and consumers.
One-sided blueprint: Unbalanced blueprint based on management’s perception of how sequence events should occur.
USAir Blueprint
Employee scripts are equally important in identifying parts not observable to consumer.
Constructing Blueprint
Consumers posses purchasing scripts that guide their thinking and behavior during service encounters.
Convergent/Divergent Scripts
Convergent scripts: Employee/consumer scripts that are mutually agreeable and enhance consumer satisfaction.
Divergent scripts: Scripts that mismatch and point to areas in which expectations are not met.
Constructing Blueprint
Two-Sided blueprint: Considers both employee and customer perceptions of how events occur.
Consumers are asked to pay special attention to contact activities of service encounters.
Script Norms
Script Norms: Proposed scripts that group events and orders events in sequence of occurrence.
Constructing Blueprint
Blueprint development process identifies steps where system can go awry.
Process involves specifying timeframe of service execution.