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Unit 5: Market Positioning
6. Big Bazaar has positioned itself on the basis of ………………… Notes
7. If a service brand positions itself as the “best service in the world”, it has positioned itself
on the basis of …………………
8. Virgin Mobile has positioned itself on the basis of …………………
9. Goodwill is ………………… feature attached with the service.
10. A positioning map is also referred to as ………………… map.
11. A positioning map consists of a grid on two axes, with ………………… on each of them.
12. If the market is not growing, it might result in a …………………
13. If the brand is able to set its offer apart from those of the rest of the competition, it gets a
decisive …………………
5.2 Service Blueprinting
The service encounter is difficult to describe with accuracy and therefore there is a lot of
subjectivity in its analysis. This inconsistency (variability) prevents quality measurement. This
has given rise to many methodologies in service encounter analysis and measurements which
seek to ‘map’ the service process. With such a ‘map’ and ‘scripts’, it is possible to be systematic in
the encounter analysis. This process is called ‘blueprinting’. Blueprinting has given rise to other
methodologies like ‘servuction’.
Figure 5.3: Blueprint for Student Acquisition and Education Delivery Process of a B-school
5.2.1 Service Blueprint Components
Customer Action
Line of Interaction
“Onstage” Contact Employee Actions
Line of Visibility
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