• Ms. P. Gayathri Student, Saveetha School of Management
  • Ms. Benita S. Monica Assistant Professor, Saveetha School of Management


Service blueprint, Technical components, Onstage, Back stage


Service blueprint represents the picture or map that accurately depicts the service system. It is mostly used to redesign and design stages of service improvements. It is the way to breakdown the service into logical components .It is very useful for marketing providers to make good decision during difficult situation period. Every marketing service provider should have service blueprinting. This instructs people in how to use and provide proper service to customers. Their features and benefits are discussed below.  


I. Patrício, L., Fisk, R. P., & Falcão e Cunha, J. (2008). Designing multi-interface service experiences: the service experience blueprint. Journal of Service Research, 10(4), 318-334.

II. Chuang, Pao-Tiao. "Combining service blueprint and FMEA for service design." The Service Industries Journal 27.2 (2007): 91-104.

III. Baum, Stephen H. "Making your service blueprint pay off!." Journal of Services Marketing 4.3 (1990): 45-52.

IV. Biege, Sabine, Gunter Lay, and Daniela Buschak. "Mapping service processes in manufacturing companies: industrial service blueprinting." International Journal of Operations & Production Management 32.8 (2012): 932-957.

V. Paquet, Catherine, et al. "A blueprint-based case study analysis of nutrition services provided in a midterm care facility for the elderly." Journal of the american dietetic association103.3 (2003): 363-368.

VI. Fließ, Sabine, and Michael Kleinaltenkamp. "Blueprinting the service company: Managing service processes efficiently." Journal of Business research 57.4 (2004): 392-404.

VII. Polonsky, Michael Jay, and Romana Garma. "Service blueprinting: A potential tool for improving cause-donor exchanges." Journal of Nonprofit & Public Sector Marketing16.1-2 (2006): 1-20.

VIII. Randall, Lyn. "Perceptual blueprinting." Managing Service Quality: An International Journal 3.4 (1993): 7-12.

IX. Radnor, Zoe, et al. "Operationalizing co-production in public services delivery: The contribution of service blueprinting." Public Management Review 16.3 (2014): 402-423.

X. Patrício, Lia, et al. "Multilevel service design: from customer value constellation to service experience blueprinting." Journal of Service Research 14.2 (2011): 180-200.

Additional Files



How to Cite

Ms. P. Gayathri, & Ms. Benita S. Monica. (2017). SERVICE BLUEPRINTING: IMPACT IN MARKETING. International Education and Research Journal (IERJ), 3(12). Retrieved from