The fundamental concept of marketing that is used to model the service marketing involves the philosophy of customer orientation. In this case, the customer is considered to be a useful in determining what the organization's activities are and their purpose in life. The principle states that all activities carried out within an organization are basically for the good and benefit of the customers (Srinivasan 2004).
The philosophy of service marketing involves taking into consideration the interests of the customers, maximizing and satisfying their needs and wants .The purpose of service marketing is to generate profits that can enable the company to run its operations in the right manner. The blueprint of a service is based on facts such as illustrating the actions and time involved when undertaking different actions of a service for an individual or an organization. The actions involved in service delivery have an execution time that is allocated to it in order to enhance a certain level of tolerance within an organization (Srinivasan 2009).
This process entails the determination of the customers' needs and later on looks for factors aimed at ensuring that internal objectives of a business are met within a stipulated period of time. It also involves describing the activities that are used to design and manage services such as schedule, project plans, detailed representations, design plans and service platforms for an organization.
The importance of the process in the marketing mix is that it determines how a service should be created and how it will be delivered to the customer to meet their needs and requirements. The major characteristics of service process in the marketing mix include: divergence, complexity, service location, customer participation as well as the service itself which may be technology or process based (Srinivasan 2004).
Service blueprint helps the management of an organization to map up all the processes and elements that are involved in the creation of a service and the delivery of services to the customers. The major elements of service blue print involves actions of the customers, onstage and backstage actions of the employees as well as the support processes that are undertaken within an organization. These service blue prints are developed through identifying the services, customer segments, charting service processes as per the customers instructions, identifying internal support processes and physical evidence of delivering services to the customers.
Example of blueprint of one-man gents bar
Onstage actions involves greeting customer on arrival, back stage action describes the opening hours of the business and provide a visitors book for signing.
Onstage actions indicate whether the services of the barber are free or not. They then direct a customer to the waiting area while the backstage action select orders to be used and then takes the order papers.
Onstage actions indicate hair cuts needed by the customers while backstage actions conducts training and updates on styles
Onstage actions have customer's hair cut, backstage actions involve order take, laundry and disposing off the hair.
Onstage action makes the customer ask for more products. Backstage actions involve meeting the sales representatives.
Onstage actions ensure the customer pays for their services. Backstage actio