MKT203 Service Marketing: Analysis of Service Blueprint and Map

This assignment focuses on service blueprinting and process mapping for a chosen service brand, as part of the MKT203 Services Marketing course. It includes a service offering diagram that distinguishes between core, supplementary, and augmented services. A detailed service process map/blueprint outlines the different steps in the service organization's processes, along with the time taken for each process. The analysis considers complexity and divergence in the service delivery. The assignment references at least five sources of information, including corporate websites, journal articles, and textbook material to support the analysis and visual aids are incorporated to enhance understanding. The example showcases the application of service marketing tools to a real-world business case.

Service marketing 0
(Source: Lovelock, and Patterson, 2015 & Simplicable, 2017)
Core services
Luxurious and
private rooms with
well-designed
bathroom
Supplementary services
Information
Billing
Order- taking
Hospitality
Consultation
Augmented services
24x7 services to
customers
Transport facilities to visit new
country and places
Maintaining Quality and
expectation of customers
Interactive hotel rooms,
gamification, adoption of
Beacon technology
Exceptions
After services- such as
luggage placing in cars,
transport facilities for
customers’ next
destination.

Service marketing 1
(Source: Lovelock, and Patterson, 2015 & Simplicable, 2017

Service marketing 2
Physical
evidence
Customer
actions
On stage
contact
person
Back stage
Support
person
Voucher
website
visit (5 sec)
Cart
bags (5
min)
Lobby
(15 min)
Rooms
(10 min)
Check out
Process registration
(10 min)
Assigning
(5 sec)
Menu
(10 min)
Spa, pool
(60 min)
Meetings,
events
(120 min)
Make RSVN
(Time
consuming)
Arrive at
hotel
(5 sec)
Check in (5
min)
Registration and
billing
(15 min)
Planning and
organising
meetings
(Time
consuming)
Facilitate
events and
meetings (30
min )
Process check
out
(10 min)
Spa and
training
(60 min)
Call room
service (5 min)
Taking food order and
prepare food
(30 min)
Delivering
food service
(10 min)Taking bags to
room
(5-10 min)
Central RSVN
system (5 min)
Making
RSVN
for guest
Customer
entry (2
sec)

Service marketing 3
(Source: Hummel, and Murphy, 2011 & Hunt, and Ivergard, 2014)

Service marketing 4
References
Hummel, E. and Murphy, K.S., (2011) Using service blueprinting to analyze hotel service efficiency. Cornell Hospitality Quarterly, 52(3),
pp.265-272.
Hunt, B. and Ivergard, T., (2014) Designing service excellence: people and technology. CRC Press
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Simplicable.(2017). 9 types of augmented products [Online] Available from: https://simplicable.com/new/augmented-product [Assessed
15/04/2019]