![]() The most important characteristics of service Blueprinting (Lovelock & Wirtz 2007) are: Afterwards, it might be possible to refine the given activities by “drilling down” to reach higher levels of detail. The best way is to keep these activities relatively aggregated in order to define the “big picture”. First, require to focuses all the key points involved in creating and delivering the service, second, need to specify the linkages between these points. Lovelock and Wirtz (2007) also stated two important things to develop a Blueprint. Since the service process are mostly intangible in nature so it is tough to visualize. According to Lovelock & Wirtz (2007) service process such an instrument of service, which depicts the way, and the sequence of an operating system to create the value proposition that been promised to customers. To enrich service innovation and service development service blueprint must be customers centric. Blueprinting is a key tool used to design new service or to redesign existing ones, and it specifies in some details how the service process should be constructed. As the service organization, one restaurant from Karlstad named “Wok Kitchen” is selected.Ī service blueprint such a diagram that depicts all the related parties participates in service delivery process. Lastly, the paper also tries to focus on possibilities of further improvement of the service design by enhancing value co-creation. ・ Find key failure points and redesign the service process to solve them. ・ Present the service design of a real-world service organization. ・ Discuss the conceptual framework of service design. This paper also target to find out failure points to prevent the critical failures from occurring and reduce the risk of service failures. ![]() ![]() This paper aims to discuss the conceptual strategies about service blueprinting and presents a reflection of those theories with a service design of a restaurant. An effective service blueprint can reduce the failures and enhance service quality in a large extend. However, most of the firms desired to zero-defects service performance, but the nature of service itself encounters such an environment where service failure is almost inevitable. In reference Edvardsson (1997) suggests that service designer should take account of customers’ expectations in designing each element of the service and to define how and what of service design and help linking the customer needs and an organization’s strategic intent. The ultimate aim of service design should be enhanced service quality, retained existing customers, attracting potential customers and who has loyal and positive attitude towards the company. Moreover, from the service oriented organization’s point of view, like restaurant, designing a service process is a combination of physical and non-physical components. Therefore, new service design becomes a distinctive task for service professionals. Human needs are multi-dimensional as result physical goods are not enough to meet human needs, invisible services indeed. It is evident from the recent trend of the economy that service industries are somehow providing social/personal services, transportation, finance, advertising, repair, distribution, or communication support for manufacturing industries. Service industries become the ultimate source of economic leadership for most developed and developing countries in the past recent years. Moreover, service blueprinting could be the vital instrument to realize customer service expectations. Thus restaurant should identify customers service expectation at the time of service performed. Basically, customers evaluate the satisfaction level of a service comparing with their previous expectations. Why customers visit the restaurant? It may be for many reasons but for sure the best reason is to gain positive dining experience so restaurant service provider needs to ensure high-quality dining experience for customers. The restaurant business all over the world is growing in a significant manner due to the customer behavior on eating out. ![]() To enhance service quality, service blueprint may play a crucial role. Quality service is the critical factor facing restaurants today and it becomes vital to achieve the success in restaurant business. ![]()
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