Service Marketing and Relationship Marketing: A Case Study of Pizza Hut

Running Head: SERVICE MARKETING AND RELATIONSHIP MARKETING 0
9/24/2018

SERVICE MARKETING AND RELATIONSHIP MARKETING 1
Pizza Hut Blueprint
Pizza Hut is an American restaurant chain offering many different styles of pizza along with
several other dishes. It was founded by Dan and Frank Carney in 1958 and currently, it is one
of the flagship brands of Yum! Brands. It is also the world largest restaurant chain with over
16,796 restaurants globally.
The brand has positively developed a repeated commitment relating to the product quality.
Building a leading pizza company requires a continuous innovation, advancement in
technology, and dedication to customer service and value (He, Zha and Li, 2013). This is the
reason that why Pizza Hut is one of the leading restaurant chains from the four decades in
spite of having so many competitors. Pizza Hut has a strong strength of its heritage and
culture, which help them in the future, success of the company. The mission statement of
Pizza Hut speaks a lot about its operations as it is based on five aspects (PEARL) – Passion,
Execute, Accountable, Recognize and Listen.
In the course of intense competition, there is a need to achieve a competitive advantage with
the help of new methods and strategies (Gao and Yoshida, 2013). These strategies and
methods can include diversification or improvement in the service delivery model.
In the restaurant chain of Pizza Hut, services are encountered among the employees of the
restaurant and the customers. Every service or roadmap is connected with one another in a
form of organised structure so that to execute the service delivery model in an effective
manner. In Pizza Hut, the services are categorised in these ways –
 Services to the dine-in customers.
 Services to the online customers.
 Recovery of customers.
 Services to the employees.
Now, the blueprint is stated below that is defines as a service innovation technique that
defines various processes within the organization separated in to several components. Pizza
Hut service blueprint includes customer actions, onstage actions, backstage actions, support
processes and physical evidence (Bitner, Ostrom and Morgan, 2008).

SERVICE MARKETING AND RELATIONSHIP MARKETING 2
Line of Interaction
Line of Visibility
Line of Internal Interaction
Physical
Evidence
Customer
Actions
Back- Stage
Employee
Contact
On-Stage
Employee
Contact
Support
Processes
Parking
Bike Waiting
at Cafe
Entering
and
Ordering
Pizza
and Pasta
Leaving
Pizza Hut
CAFE
Eating
Pizza
and
Pasta
Collecting
Order
SOUCE
BOTTLE
WATTER
COOLERTABLECHAIR
Staff greeted
with smile and
take order.
Serving
Order
Cook started
making Pizza
Cook started
making pasta.
Assembling
with sachet and
coke
Dough and Veggies,
Cheese Inventory
Kanban for
Stock