Service Blueprint Analysis of Food Market

This assignment delves into the service blueprint of a hypothetical food market, likely inspired by real-world examples like David Jones Food Hall. The core focus is on understanding the customer journey within this market, identifying pain points and areas for improvement. The analysis aims to highlight how implementing a well-defined service blueprint can enhance service quality, ultimately leading to increased customer satisfaction and loyalty.

SERVICE AND RELATIONSHIP MARKETING
Assignment Week
Name of Student
Name of Institute

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DAVID JONES
Table of Contents
Introduction..............................................................................................................................3
Organizational Description.....................................................................................................4
Service Organization as Blue print.........................................................................................5
Service organization’s front stage and back stage function.................................................5
Moment of truth for Service organization.............................................................................6
Determinants of satisfaction/dissatisfaction (Gap Model)...................................................6
Service recovery strategies......................................................................................................7
Maturity Stages of Service recovery strategies:................................................................7
Conclusion.................................................................................................................................9
Reference.................................................................................................................................10

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Introduction
Service is an intangible material which is offered by the organization which satisfies the need
of the customer. The aim of the organization should be to have a long-lasting relationship
with the customer in order to retain their customers to win their customer loyalty.
Service blueprint helps the organization to understand several operational issues that are
generally faced by the organization. It helps the organization to find the solution to all their
issues.
It would be correct to say that the concepts of service marketing enables the organizations to
have a good understanding about the customers and it eventually helps the organizations to
have good relationship with customers.
For David Jones, it is important to focus on continuous service improvements so that it can
deliver high value to its customers. The competition is high in the industry and the cost of
switching is very low. Therefore, service delivery matters a lot for David Jones. The
objective of this paper is to discuss the service blue print of David Jones. The paper discusses
the front stage and back stage operations of the company and analyzes the concept of service
quality for David Jones. It is expected that this report would help the management of David
Jones to develop the strategy of service marketing for its customers.

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Organizational Description
David Jones opened their first store in 1838 in Sydeny. Since their inception, the organization
has grown upto 35 stores along with the warehouse outlets and entered into the e-commerce
market. This brand server the customers with one of the finest brands such as fashion, beauty,
home and recently it has also entered into food and beverage industry. The organization is
one of the oldest stores of Australia but also one of the most trusted one among their
customers. This report focuses on the service quality provided with them in Food & Beverage
industry known as FoodHall. The organization has also added more 30 new label for their
fashion and is also stocking with more than 6000 edible products.

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Service Organization as Blue print
Service blueprint are the techniques used for service designs and innovation. It is a graphical
depiction of service which simplifies the complexity of service by displaying the operations
of a system. It has also helped in finding the solution of all the operation issues which helps
in increasing the operational efficiency (Chuang, 2007). Blueprint is a process chart which
defines all service delivery process from customer’s perspective. It is one of most used tools
to manage the service operations, service design and positioning.
There are certain benefits of blueprint. They are:
1. Blueprint is a task oriented which helps in improving the design of existing service
system or in designing the new service system.
2. It is the guide to implement the service plan through the sequence of steps requires
delivering the service.
3. Blueprint also serves the purpose of their decision-making activities. These decisions
can vary about setting the strategy, resource allocations, integration of service
function and performance evaluation.
4. Blueprint helps in marketing and communication for their detailed services. Blueprint
can be used by the marketing manager for their customer reach in order to understand
the key elements of the customer satisfaction.
5. In blueprint there is a line of visibility which separates the front stage and back stage
of the brand. This line of visibility helps in determining what customer should see and
which employee from the organization should be in contact with the customers.
6. Through the line of interaction, it clarifies the departmental line which strengthens the
quality of service of the organization (Hummel & Murphy, 2011).
The process to develop the service blueprint can be shown as:
David Jones being one of the oldest chains of stores needs to implement blue print in order to
improve their customer service and resolve their regular operational issues. David Jones has
recently entered into Food and Beverage industry which is being setup with the relationship
of Celebrity Chef. There will be food product at their new Malvern food hall under the
organization’s label which also includes the pre-package meals. The organization is focused
on convenience, freshness of the food items; these things can be successfully achieved by

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implementing the service blueprint at every stage and make it a part of their regular business
process.
The diagrammatic representation of service blueprinting for Shoe line of business can be
shown as:
Service organization’s front stage and back stage function
There is always a focus on the interaction between the customer and the service provider and
other activities. Front stage and back stage are the former and latter part of service
respectively which is separated by line of visibility.
This framework makes a decision in service design with the placement of line of visibility
which is the process the material and information required by the service provider (Polaine,
Løvlie, & Reason, 2013).
David Jones foodhall is a high-end retailer and is opened in approximately 2000 square meter
food emporium. The entire stores contain more than 6000 edible items from bread to meat
around the places of the world. The items are stacked in the store according to the items that
get easily picked by the customer and hassle free. Therefore, aisled of the store has been
made wide enough that no customers face any issue while picking their items. The
organization has ensured that all their items get fresh items and which complements with
their existing fashion, beauty and homeware offerings. The organization has tied with several
celebrity chefs who will be looking after the design of the venues, focus on developing fresh
recipes and offer the flawless services.
Moment of truth for Service organization
Moment of truth is defined as the moment where the customer and organizations come in
contact with one another which give the opportunity to the customers to either form an
opinion about the organization or change their decision about the firm. The moment could be
through the product or service which is being offered to the customer. There are several ways

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it can be constituted such as handling the customer queries, offering any special discounts or
even closing the interaction (Beaujean, Davidson & Madge,2006).
In today’s market where there are several market player present for a particular product or
service, it is important for customer interaction that marketing manager of the organizations
(Söderlund, & Julander, 2009). All the customer feedback and interaction are important as
this helps the organization understand to understand the customer’s perception and reaction
about the brand. The moment of truth is important in-case of service providers as they are
providing an intangible service. Consumers should be able to differentiate among the other
market players (Christopher, Payne &Ballantyne,1991).
David Jones has marked their physical appearance of their all 35 stores in Australia which
makes possible for the organization to get in direct contact with all their customers. Since, the
food hall has opened in last 7 week, therefore the customers felt that there are limited options
of food in their store and they would be gravitated towards the market players. One of the
several feedbacks of the customer also stated that they would only visit in this store as it is
nearest to their home. All the feedbacks that the customers are providing are been taken by
the upper management of the organization. The organization is also trying to come with the
solution to all the customer problem to improve their services and ensure that they customers
can feel the importance of their food hall market and understand the main motive of
organization to provide the best food items around the country and fresh in the budget of their
customers. The organization intend to stock up all their product from farmer’s market directly
and according to them, the customer will start to soon notice the difference in David Jones
Food Hall and the stores of another market player. The five key moments of truths for David
Jones are:
i. Greeting
ii. Aisle in the stores
iii. Billing Desk
iv. Customer Service Executive Interaction
v. Store ambience
Determinants of satisfaction/dissatisfaction (Gap Model)
Gap model is a part of service evaluation which is known as servqual, this methodology is
used for evaluating and managing service quality. It is an analytical tool to determine the
cause of customer experience low quality service (Naik, Gantasala & Prabhakar, 2010).
Customer satisfaction is a concept that includes the service quality and other causes related to
customer satisfaction with products and extended/ expanded products.
A Gap Analysis is a tool which reflects the previous cause of dissatisfaction and leads us to
all the possible solutions to it. There are five possible reasons of customer satisfaction, they
are:
1. Difference between customer expectation and understanding of the management. This
generally happens when the organization doesn’t understand the needs or wants of the
customer.
2. Difference between the understanding the needs by the organization and specification
of the service. This stage occurs when the organization understands the need of the
customer but they are not able to convey the service into correct specifications.

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3. The third of gap analysis is difference between specification of the service and the
service produced. This happens when organization are unable to understand that how
to reach the specifications.
4. The fourth gap stage is the difference between the service produced and
communication. This occurs when the service expectation is customer based on
corporate communication is not met.
5. The fifth stage is used to identify the customer dissatisfaction which appears the result
of other gap stages (Wilson, Zeithaml, Bitner, & Gremler, 2012).
Since the stores of David Jones had recently started their operations and it has become a
task for the organization to make the customers understand the motive behind their
concept. As per several feedback received from the customer, they stated that David
Jones’s Food Hall, there is no differentiator factor Food Hall and other market players.
The upper management has to recognize the major gap happening in between the
organization’s mission and customers understanding. The South African food retail group
which has the turnover of more 60% was able to recognize the gap immediately and tried
to fix it. It is necessary for the organization to fix the gap between the stakeholders to
increase their customer loyalty.
The service gap model for David Jones can be shown as:
As shown in the above diagram, the five gaps are important that the management of
David Jones should fill. The focus on all the five gaps would help the organization to
improve its quality in a continuous manner.
Service recovery strategies

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A Service recovery strategy is used to identify the issues with the customer and address those
issues to satisfy the customer and promote customer retention. Service recovery is a
systematic business process that must be designed and implemented in the organization. The
culture of the organization should be customer centric- the customers are important and they
should be valued (Roggeveen, Tsiros & Grewal, 2012).
Customer whose service failure get immediate attention and resolved by the companies, they
become more loyal to brand and to an organization. The key value to effective service
recovery and complaint handling is customer retention. Service recovering is a means to
achieve the potential, lateral value of customer that holds a value for the organization for
ongoing positive relationship. For the organization, service recovery has a secondary value
but it creates a positive word of mouth about the brand and the organization (Wang, Wu, Lin,
& Wang, 2011). It is also important that David Jones should also use benchmarking as a tool
to improve its service quality. The management of David Jones can learn from the
experiences and methods of other organization in the same sector.
Maturity Stages of Service recovery strategies:
There are certain service recovery strategies which process through. These stages are:
1. Moribund- There is no complaint handling in this stage. Customer who are angry are
generally been ignore in this stage.
2. Reactive – Customer complaints are been heard and response is made. But there is no
defined goal for the response and no owing to the business process.
3. Active Listening – In this stage, the response to the customer’s issue gets structured.
Certain people are been assigned with the complaint responses and guidelines are in
place for the same. This stage is still in reactive stage.
4. Solicitous - A change has been made when moving from stage 3 to 4 i.e. moving
from reactive stage to proactive solicitous of customers with issues. In the stage, the
customer do not take much interest in making a complain. They simply switch to
other brand,
5. Infused - This stage is achieved when any complaints merges with the business
process improvement to identify the root cause of the issue and resolve it (Betts,
Wood & Tadisina, 2011).

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As of today, Food Hall is having a major gap between the customer understanding and the
organizations translating. All the feedback given by their customer are taken seriously and the
organization is trying to find the relevant solution to their problems. In case of David Jones,
the customer has been responsive enough to give their complaints and their issues regarding
the services. Due to these problems, the upper management could find out the gap between
them and their customers. There are several strategies have also been opted to understanding
the needs of customers such as price discounting, free wine tasting, offering juice bars etc.
Infus
ed
Feed
back
to
Inter
nal
Proc
ess
Solicitous
Proactive Complaint
Solicitatious
Active Listening
Systematic but Reactive Response
Reactive
Reactive response to complaints
Moribund
No response to complaints

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Conclusion
Food and grocery market is one of the most growing market segments which will continue to
offer new service and entrants of new players would also be continued. It depends upon the
organization that how they are able to differentiate themselves among the other market
players. David Jones Food hall has also entered into this market by opening 4 stores in
Australia. The aim is bring out the best food article and avail to their customers. To build a
strong batch of customer loyalty, the organization would have to implement the service
blueprint which will help to understand the challenges been faced by them. The company has
already started to take all their feedback given by the customers seriously and all necessary
are also been taken. Due to this, the management were able also able to find the gap in their
services.

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Reference
Chuang, P.T., 2007. Combining service blueprint and FMEA for service design. The
Service Industries Journal, 27(2), pp.91-104.
Hummel, E. and Murphy, K.S., 2011. Using service blueprinting to analyze restaurant
service efficiency. Cornell Hospitality Quarterly, 52(3), pp.265-272.
Polaine, A., Løvlie, L. and Reason, B., 2013. Service design. From Insight to
Implementation, p.202.
Beaujean, M., Davidson, J. and Madge, S., 2006. The “moment of truth” in customer
service. Mckinsey Quarterly, 1, pp.62-73.
Söderlund, M. and Julander, C.R., 2009. Physical attractiveness of the service worker in
the moment of truth and its effects on customer satisfaction. Journal of Retailing and
Consumer Services, 16(3), pp.216-226.
Christopher, M., Payne, A. and Ballantyne, D., 1991. Relationship marketing: bringing
quality customer service and marketing together.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing:
Integrating customer focus across the firm. McGraw Hill.
Naik, C.K., Gantasala, S.B. and Prabhakar, G.V., 2010. Service quality (SERVQUAL)
and its effect on customer satisfaction in retailing. European Journal of Social
Sciences, 16(2), pp.231-243.
Roggeveen, A.L., Tsiros, M. and Grewal, D., 2012. Understanding the co-creation effect:
when does collaborating with customers provide a lift to service recovery?. Journal of the
Academy of Marketing Science, 40(6), pp.771-790.
Betts, T.K., Wood, M.S. and Tadisina, S.K., 2011. The impact of failure severity, prior
failure, and company control on service recovery outcomes. Journal of Leadership &
Organizational Studies, 18(3), pp.365-376.
Wang, Y.S., Wu, S.C., Lin, H.H. and Wang, Y.Y., 2011. The relationship of service
failure severity, service recovery justice and perceived switching costs with customer
loyalty in the context of e-tailing. International journal of information
management, 31(4), pp.350-359.