The service blue print is the map or the picture that helps in showing the process of service in the service domain. This would help in understanding the way that the Tesco consumers would judge the services of Tesco. To build the service blueprint, there are most importantly five different steps followed. The different steps are as follows:
Action by the Customer: This involves the identification of the actions and the choices of performance of customers in the consumption, purchases and evaluation of service.
Onstage Contact: The face contact by the frontline employees with the customers
Backstage Contact: The activities that are invisible are looked into by the Back stage staff
Support Processes: The internal interaction and services that take place for supporting the workers in the service delivery
Physical Evidence: The exposure to the tangibles by the customers or through interaction
The following are the steps that are taken by the customers for buying the product Greek yoghurt:
The steps are followed for the purchase of the Greek Yoghurt. The customers primarily evaluate any type of problem regarding the product then it searches for the relevant information with respect to it. They also look for the alternative. After the consideration of the alternative of Greek yoghurt, they consider on making purchase decisions. After that, they are seen to purchase the product Greek Yoghurt. A post evaluation is done to look whether they are getting the maximum level of satisfaction from the product.
Use of SERVQUAL
A practical approach has been undertaken for service blue printing by buying the Tesco labelled Greek Style Yoghurt from Tesco Egham. This would help in getting qualitative evidence of the approach and help in providing the feedback on the way the service blueprint looks for the Greek Style Yoghurt. Evidences are likely to furnish about what the customer is going to see and receive the step for customer experience (Kallweit, Spreer and Toporowski, 2014).
The service blueprint in this particular case involves a number of stakeholders. Among all the stakeholders, the most important one is the customers. The use of the SERVQUAL model will help in qualitative measurement of the quality of service. There are five categories in the model, which includes courtesy, reliability, competence, responsiveness and tangibles (Lee and Lin, 2005).
Application of the SERVQUAL Model
In order to apply the SERVQUAL Analysis, the questionnaires are directed to the customers, which would be highlighting on the five factors as it has been mentioned in the above section. The analysis would be focused on the customers and this will help in highlighting the differences in the perception and the expectation level of the customers. The customer’s judgment with respect to quality is what is considered in the model (Fernie and Sparks, 2014). The customers they are said to rate the answers for the different criteria relating to their perception and experience. The questions are generally answered on likert scale where there is range of options from ‘Strongly Agreeing’ to ‘Strongly Disagreeing’. The methodology will be applied for the service quality analysis, which is assessed through the five gaps in between the expected and perceived experiences by the customers. Gap 1 will show the diversion in the expectation by the customers and the idea of the management about the customer perception. Gap 2 will help in finding the mismatch in the management expectation. The service performance related gap which is Gap 3 could be the training, communication and the employee preparation for interacting with the customers. Gap 4 is the diversion in the delivery of the service and communication with the customers. Gap 5 will help indicate the different in the expectation and the perception of the services by the customers (Dabholkar, Thorpe and Rentz, 2013).