MKT203 - Service Marketing: Travel Inn Hotel Service Blueprint

This assignment presents a detailed service mapping and blueprint analysis of the Best Western Plus Travel Inn Hotel, fulfilling the requirements of the MKT203 Services Marketing course. The project begins with a service offering diagram, meticulously differentiating between the core, supplementary, and augmented services provided by the hotel, including coupons for luxury brands, valet parking, room service, priority booking, and loyalty points. Following this, a comprehensive service process map/blueprint is constructed, outlining the various stages of the service delivery process, from the customer's arrival at the hotel to their departure. This blueprint visually represents customer actions, onstage actions, backstage actions, and lines of interaction, visibility, and internal interaction, with detailed consideration of complexity and divergence. The analysis incorporates visual aids such as diagrams and images to enhance understanding and is supported by references from academic journals and industry publications, demonstrating a strong understanding of service marketing principles and their practical application in the hospitality industry. The assignment effectively addresses the scenario analysis by applying relevant service marketing tools to a real-world business case, providing valuable insights into service design and customer experience management within the context of a hotel environment.

Service Offering Diagram of “The Best Western Plus Travel Inn Hotel”
Meal
A Bed for the Night
in an Elegant Private
Room with a
Bathroom
Core
Supplementary Services
Room Service Valet Parking
Cashier
Baggage Service
Augmented Services
Coupons for
luxury brands
Prority
Bookin
g
Free Laundry Free
coffee/drink
in Bar
Loyalty
Points
Deluxe
Rooms
Meal
Gym/
Cockta
il Bar
Reception
Reservation
Source: (Patrício et al., 2011; Kalbach, 2016)

Blueprint of “The Best Western Plus Travel Inn Hotel”
Source: (Albrecht, 2014; Milton & Johnson, 2012)
Physical
evidence
Hotel
exterior
parking
Cart for
bags
Desk
regis-
tration
Papers
Elevators
Hallway
Room
Cart for
bags
Room
Amenities
Bath
Menu
Delivery
tray
Food
Appear-
ance
Food
taste
and
tempe-
rature
Bill desk
Lobby
Hotel
Customer
action
Reachin
g at
hotel
Giving
bag to
bell
person
Checkin
g in
Going to
rooms
Receiving
the bags
Sleep &
shower
Calling
room
service
Receivin
g food Eating Checkin
g out &
leave
Line of
interaction
Onstage action Greetin
g,
Ballet
for
vehicle
parking
Taking
bags
Process
ing
regis-
tration
Calling Lift
man for
help
Delivering
the bags
Deliverin
g the
food
Process
ing the
check
out
Line of visibility
Backstage
action Taking bags to
room
Taking
the food
order
Line of internal
interaction
Support
process and IT
Online or
phone
reser-
vation
Room
mainta-
nanc,
facilities,
decoration,
cleanliness,
Preparing the food,
Ensure availability of
items and timely delivery.
Maintaining Heath and
Quality standards
Quick
and
easy
billing
process.

References
Albrecht, J.N., 2014. Micro-mobility patterns and service blueprints as foundations for visitor management planning. Journal of Sustainable Tourism, 22(7),
pp.1052-1070.
Kalbach, J., 2016. Mapping experiences: A complete guide to creating value through journeys, blueprints, and diagrams. " O'Reilly Media, Inc.".
Milton, S.K. and Johnson, L.W., 2012. Service blueprinting and BPMN: a comparison. Managing Service Quality: An International Journal, 22(6), pp.606-621.
Patrício, L., Fisk, R. P., Falcão e Cunha, J., & Constantine, L. (2011). Multilevel service design: from customer value constellation to service experience
blueprinting. Journal of service Research, Vol. 14(2), pp. 180-200.
Search.creativecommons.org. (2019). CC Search. [Online] Available at: http://search.creativecommons.org/ [Accessed 14 Apr. 2019]