In writing this essay, you must complete the following two tasks:
a)Draw a service blueprint of your experience of using any service. How could your service blueprint be of use to the operations manager of the service provider? (400-500 words)
b)Critically analyse the following three papers. You need to draw from your experience of creating a service blueprint to inform your analysis. (1200-1500 words)
1) Bitner, M.J., Ostrom, A.L. and Morgan, F.N. (2008). Service blueprinting: a practical technique for service innovation, California Management Review, Vol. 50, No. 3, pp. 66-94.
2) Sampson, S. E. (2012). Visualizing service operations. Journal of Service Research, Vol 15, Issue 2, pp. 182‐198
3) Calabrese, A. and De Francesco, F. (2014). A pricing approach for service companies: service blueprint as a tool of demand-based pricing. Business Process Management Journal, Vol. 20, Issue 6, pp. 906-921
You must cover all three papers but you do not need to include other references in this assignment.
NB. Service blueprinting was originally developed as a marketing tool but that is not to say that it is not useful for other areas of management.
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