1. Services Marketing

12. The Evidence of Service (from the customer’s point of view) People Process Physical Evidence Contact Employees Other Customers Tangible Communication Price Servicescape Guarantees Operational Flow of Activities Steps in the Process Flexibility

13. Service Blueprint Components Line of Interaction Line of Visibility Line of Internal Interaction INVISIBLE SUPPORT ACTION “ BACKSTAGE” CONTACT ACTIONS “ ONSTAGE” CONTACT EMPLOYEE ACTIONS CUSTOMER ACTIONS

14. Service Blueprint Component Line of Interaction Line of Visibility Line of Internal Interaction INVISIBLE SUPPORT ACTION “ BACKSTAGE” CONTACT ACTIONS “ ONSTAGE” CONTACT EMPLOYEE ACTIONS CUSTOMER ACTIONS

15. Overnight Hotel Stay Physical Evidence Contact Person Customer Invisible Process (Back Stage) (On Stage) Arrive Hotel Exterior Parking Carts for Bags Give Bags Greet Take Bags Desk Lobby Key Check In Process Papers Paper System Take bags to room Delivery Bags Receive Bags Cart for Bags Go to Room Elevators Hallways Room

16. Overnight Hotel Stay Check Out & Leave Process Check Out Paper System Bill Desk Lobby Hotel Parking Physical Evidence Contact Person Customer Invisible Process (Back Stage) (On Stage) Menu Call Room Service Take Food Order Prepare Food Deliver Food Receive Food Delivery Tray Food Appearance Food Eat