service marketing

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

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Evi

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Con

tact

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Invi

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(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

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usto

mer

Invi

sibl

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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.