MCS 1000 Chapter 19: Chapter 19 Introductory Marketing Notes
17 Dec 2011
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Document Summary
Chapter 19 marketing: designing & managing service processes. Flowchart: a visual representation of the steps involved in delivering service to customers. Allows us to see the way customer involvement is different for each of the 4 categories of services people, possession, metal stimulus and information processing. Blueprinting services to create valued experiences & productive operations: Blueprinting: a visual map of the sequence of activities required for service delivery that specifies front stage and backstage elements & the linkages between them. Specifies in more detail than flowcharting how a service process should be constructed. Should identify all key activities involved in creating & delivering the service. Big picture = boarding airplane small pictures = waiting for seat to be called, stand in line etc. Blueprinting differentiates what customers experience front stage and the activities of employees backstage . Blueprints show how customers & employees interact & how these are supported by backstage operations.
