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Name: Heba Ashraf Youssef

ID: 190320

Services Marketing

Doctor Reham ElSaeidy


Components of Blueprint:
1) Physical evidence: This is what the customer can see and use , includes the
restaurant, tables and chairs, menu, cooked meal, and receipt
2) Customer Actions: what customers do during the service experience,
includes visiting the restaurant, sits at table, order meal, eat meal and pay
for meal.
3) Line of interaction: It is the direct interactions between the customer and
the organization.
4) Onstage contact person: what customers see and who they interact with,
including greeting the customer, showing customer the table, taking the
order and delivering the meal.
5) Line of visibility: A key characteristic of service blueprinting is that it
distinguishes between what customers experience “front stage” and the
activities of employees and support processes “back stage,” where
customers can’t see them. Between the two lies what is called the line of
visibility.
6) Backstage contact person: all other employee actions, preparations, or
responsibilities customers don’t see but makes the service possible,
includes assigning the table, adding order to queue to be cooked, preparing
food and processing payment.
7) Line of internal interaction: It separates contact employees from those who
do not directly support interactions with customers/users
8) Support processes: Many support processes involve a lot of information,
including the scheduling system, kitchen appliances and point of sales
system.
Detailed Description:
First the physical evidence when the customer arrives at the restaurant, a valet
parks their car. They leave their coats in the coatroom and enjoy a drink in the bar
area while waiting for their table. The act concludes with them being escorted to
a table and seated. Then the Customer actions when the customer reach the table
in the dining room, he will sit, review the menu and place the order. And then the
line of interaction between the customer and the onstage contact person. The
onstage contact person includes greeting the customer and showing him his table
in the restaurant, provides suggestions for food, taking the customer’s order and
delivering the meal to the customer. Then the line of visibility where the
employee or the organizational processes become invisible to the customer. After
the line of visibility, the backstage contact person will occur which is behind the
scenes activities to support front stage activities, and it includes the waiter
assigning the table to the customer, then adding order to queue to be cooked,
preparing the food that the customer has ordered and processing the payment.
After that the line of internal interaction which separates employees who have
direct customer contact with those who don’t directly support customer. Then
the support process which includes the scheduling system and the kitchen
appliances.

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