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Services Marketing
Themes Of My Presentation ,[object Object],[object Object],[object Object],[object Object]
The Servuction Model ( the service experience) ,[object Object],[object Object]
The Servuction Model ( the service experience) ,[object Object],[object Object],[object Object]
The Servuction Model ( the service experience) ,[object Object],[object Object],[object Object],[object Object]
Customer Involvement in Production Process ,[object Object],[object Object],[object Object]
Art of Blueprinting ,[object Object],[object Object],[object Object]
Art of Blueprinting ,[object Object],[object Object],[object Object],[object Object]
Art of Blueprinting ,[object Object]
Steps in Designing a Blueprint ,[object Object],[object Object],[object Object],[object Object],[object Object]
Steps in Designing a Blueprint ,[object Object],[object Object]
The Evidence of Service (from the customer’s point of view) People Process Physical Evidence Contact Employees Other Customers Tangible Communication Price Servicescape Guarantees Operational Flow of 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 Stay Physical Evidence Contact  Person Customer Invisible  Process (Back Stage) (On Stage) Arrive  Hotel Exterior Parking Carts for Bags Give  Bags Greet Take Bags Desk Lobby Key Check In Process Papers Paper System Take bags to room Delivery Bags Receive Bags Cart for Bags Go to  Room  Elevators Hallways  Room
Overnight Hotel Stay Check Out & Leave Process Check Out Paper  System Bill Desk Lobby Hotel Parking Physical Evidence Contact  Person Customer Invisible  Process (Back Stage) (On Stage) Menu Call  Room  Service Take Food Order Prepare Food Deliver Food Receive Food Delivery Tray Food Appearance Food Eat
Art of Blueprinting ,[object Object],[object Object],[object Object]
Art of Blueprinting ,[object Object],[object Object]
Fail Points ,[object Object],[object Object],[object Object],[object Object]
Operations Blueprint ,[object Object],[object Object]
USAir Blueprint ,[object Object],[object Object]
Constructing Blueprint ,[object Object],[object Object]
USAir Blueprint ,[object Object]
Constructing Blueprint ,[object Object]
Convergent/Divergent Scripts ,[object Object],[object Object]
Constructing Blueprint ,[object Object],[object Object]
Script Norms ,[object Object]
Constructing Blueprint ,[object Object],[object Object]

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Service Marketing

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  • 12. The Evidence of Service (from the customer’s point of view) People Process Physical Evidence Contact Employees Other Customers Tangible Communication Price Servicescape Guarantees Operational Flow of Activities Steps in the Process Flexibility
  • 13. 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
  • 14. 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
  • 15. Overnight Hotel Stay Physical Evidence Contact Person Customer Invisible Process (Back Stage) (On Stage) Arrive Hotel Exterior Parking Carts for Bags Give Bags Greet Take Bags Desk Lobby Key Check In Process Papers Paper System Take bags to room Delivery Bags Receive Bags Cart for Bags Go to Room Elevators Hallways Room
  • 16. Overnight Hotel Stay Check Out & Leave Process Check Out Paper System Bill Desk Lobby Hotel Parking Physical Evidence Contact Person Customer Invisible Process (Back Stage) (On Stage) Menu Call Room Service Take Food Order Prepare Food Deliver Food Receive Food Delivery Tray Food Appearance Food Eat
  • 17.
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