Service Management and Marketing

Service Management
and Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
SERVICE BLUEPRINT..................................................................................................................3
McDonald’s service blueprint................................................................................................3
Fall Points...............................................................................................................................3
TECHNOLOGY..............................................................................................................................4
Role of technology.................................................................................................................4
Technology used at McDonald’s............................................................................................4
Ethical implications................................................................................................................4
PERFORMANCE AND SERVICE CAPACITY MANAGEMENT..............................................6
Balance Score Card................................................................................................................6
Service capacity......................................................................................................................8
RECOMMENDATIONS.................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDIX....................................................................................................................................11
Service Blueprint..................................................................................................................11

INTRODUCTION
Services are considered as an activity in which one party tends to offer suitable intangible
factor that does not impact the ownership and its result. For this, every service is quite different
and also has various degrees and features like intangibility and degree of heterogeneity. It is
considered as the customer focused approach that leads to deliver suitable information and
technology by focusing over the offerings of valuable products to their customers and effective
relationship (Grönroos, 2019). To carry forward this report, McDonald’s is considered which is
an American fast food company and also founded in 1940 as the restaurant chain. They establish
their business as the hamburger stand and also turned the company into a franchise. It is the
largest restaurant chain and had its previous headquarter in Oak Brook, but also moved its global
headquarter in Chicago in June 2018. The report leads to focus over the service blueprint by
analysing the fall points, role of technology with its ethical considerations, service capacity and
performance management with suitable recommendations for development.
SERVICE BLUEPRINT
McDonald’s service blueprint
Service blueprint depict as the map or picture that show the service system by which
different people are involved in delivering suitable system and also understand and deal with the
objectively (Al-Hazmi, 2020). For this, the organisation and customers also go through various
actions in order to complete the service process. For this, the service blueprint depicts the
suitable journey of customers. In this context, there will be the differences in the services which
are offered like queries of customers or missing of food from the customer orders and so on.
Fall Points
There are various failures in the service process that can be from the side of service provider
or from the perspective of customers. Hence, the suitable fall points in the service blueprint that
cannot be controlled are discussed as:
Fall points Solutions
Lack of management: In regard of having
proper answers, customers need to wait for the
contact with the customer representative of
McDonald’s as they might be dissatisfied
For this, McDonald’s tends to use online
applications and updates special column for
queries by which customers can order online
rather than placing an order on the phone.

regarding their services. Moreover, at the busy time staff members are
assigned in order to take phone orders.
Confused customers: It will be the job of
employees to properly explain what is
available for them. For this, employees need to
offer suitable information to their customers
but sometimes it would be the form of stress
among employees to provide accurate
information.
If there are too many orders for delivery, then
McDonald’s need to stop taking the orders or
explain it to their customers as it will take time
for the preparation of food. Moreover, at the
busy times they also lead to bring extra drivers
in regard of delivering food.
TECHNOLOGY
Role of technology
Technology is considered as the disrupted practice as it leads to bring various benefits for
McDonalds in an effective manner regarding the employee control and branding as it will come
with ethical considerations.
Technology used at McDonald’s
In this context, McDonald’s tends to use EPOS system (Electric point of sale) in order to
record data undertaking the contact number, address, name, amount and past orders. It also leads
to maintain record for the phone number of customer in terms of recognising suitable address
from the past orders. It also tends to develop speed for the time which is taken on the phone call
by not address it constantly (Wali, 2018). Moreover, Google maps is also being used by the
drivers in order to ensure that they are effectively heading proper address. In the takeaway
sector, most of the restaurants tends to use this service in order to delivery extreme service to
their customers quickly. In terms of decreasing the time for the service, the owners tend to offer
those drivers who can deliver food quickly.
Ethical implications
Working in an ethical manner tends to undertake difference among the wrong doing and
right factor in order to make right and effective choice. In terms of McDonald’s there are various
discussion that leads to take place undertaking the suitable ethics in order to introduce new and
effective technology in order to speed up their service procedure.