Page 151 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 8.2.1 Service Blueprint Components

Customer Action

Line of Interaction

“Onstage” Contact Employee Actions

Line of Visibility
“Backstage” Contact Actions

Line of Internal Actions
Invisible Support Actions

The service blueprint components consist of customer interaction, on-stage contact employee
actions, backstage contact employee actions, invisible support actions and processes. Customer
interaction is in the ‘line of interaction’ in the blueprint.

Example: In a travel agency, customer interaction is on the phone for tickets and
reservations, over the counter for foreign exchange transactions or across a desk of the package
tour itinerary designer. The line of visibility is for the onstage contact employee actions. Thus a
customer for foreign exchange and tour package will be in the line of visibility. In the line of
internal interaction is the backstage employee interaction. Here the tour guide or car pool
operator will interact with the tour group marketer or itinerary designer. The invisible support
will be the systems personnel who will ensure online connections to the other branches, human
resource personnel undertaking training and the branch administrator supervising the branch.

Figure 8.4: Service Blueprint Components

Physical Evidence

Customer Action
Line of Interaction

Onstage Contact
Employee Actions
Line of visibility

Backstage Contact
Employee Actions
Line of Internal Interaction

Support Processes

Task Prepare a blueprint of the service delivery process of a restaurant.

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