The main purpose of this report is to develop a service blueprint for dining at McDonalds by understanding the various factors involved within the components of service. Service blueprint consists of components such as people, physical evidence, and process which are directly related to a customer's journey. With reference to such fact, the service blueprint of dining at McDonald's will help identify the customer segment in Caroline springs, western suburbs, Australia. Understanding how the service blueprint works concerning dining at McDonald's will provide a significant knowledge about the components of service that are directly tied to touchpoints in a specific customer journey. Furthermore, it will assist in focusing on the range of strategic business benefits to improve service quality and prosper growth.
Table of contents
Service blueprint development
The five elements of the service blueprint
Identifying service process of organizations helps in understanding the strategic business process to improve and provide quality service to consumers. Concerning such fact, this report will provide an in depth understanding of the service blueprint for dining at McDonald's by developing it from the customer’s point of view. McDonald's is a US-based fast food organization founded in 1940 by Maurice McDonald and Richard McDonald in California(Mcdonalds.com, 2020). The company's extensive offerings and service quality has gained massive market value and have emerged as a global fast-food chain restaurant across the world(Mcdonalds.com, 2020). The service quality of McDonald's is promising and effective in fulfilling customers’ desires and requirements (Mcdonalds.com, 2020). Relating to such, service blueprint plays a vital role to help understand the overall structure of service as a process (Summers and Smith, 2014).Besides, it provides a valuable framework about the ongoing process of a product or service towards the end-users. Thus, understanding how the service blueprint works concerning dining at the outlet of McDonald's located at Caroline springs, western suburbs, Australia will provide a significant knowledge about the components of service that are directly tied to touchpoints in a specific customer journey. Additionally, it will assist in focusing on the range of strategic business benefits to improve service quality and prosper growth.
Developing a service blueprint is the crucial and efficient implementation that helps an organization to enable employees to work effectively and catering quality service to customers. According to a research study by (Ryu, Lim and Kim, 2020), states that an effectual service blueprint facilitates users accordingly understand the process by which the organizations can formulate strategies to enhance service quality effectively (Ryu, Lim and Kim, 2020). Primarily, a service blueprint consists of components such as people, physical evidence, and process which are directly related to a customer's journey. With reference to such fact, the service blueprint of dining at McDonald's will help identify the customer segment in Caroline springs, western suburbs, Australia. The target segment of the customer will be local people which include students, neighbors, families, and working adults.
The five elements of the service blueprint
Physical evidence: Physical evidence is a prime aspect to consider while developing a service blueprint for an organization. Concerning such, the physical evidence of the McDonalds store at the location of Caroline springs, western suburbs, Australia will include the necessary elements to make it more productive and appealing towards the customers. Physical evidence of a restaurant business plays a key role in attracting customers and in creating a positive perception towards the restaurant's quality of service (Hossain, Enam and Farhana, 2017). According to a study by (Hossain, Enam and Farhana, 2017), indicates that concerning any restaurant business, it is the physical evidence that helps to attract customers and which consecutively leads to increase in traffic and sales volume effectively (Hossain, Enam and Farhana, 2017). With reference to such fact, dining at McDonald's at the outlet of Caroline springs, western suburbs of Australia will have all the necessities that a restaurant business should have and in line with the system of McDonald's franchise policies. It includes billboards, social media posts, and logos at service trays, tables, chairs, wall paintings, and digital display at walls, menu, staff uniforms, and restrooms. By implementing such a strategy will attract customers’ attention and provide positive gesture towards care and quality service towards its customer that they value importantly.
Customer’s journey: Customer's journey specifically indicates the touchpoints where the customer meets in the organization. The customer’s journey within the service blueprint is of prime significance as it provides a detailed map that visualizes the internal steps and processes which are required to be placed in order to deliver the service effectively (Lobo et al., 2019). It majorly focuses on the customer's experience while interacting with the service staffs of a store or organization. Relating to such fact, the customer's journey of dining at McDonald's signifies that the moment customers visits the store, he makes a decision on what to order based on his need and requirement, then he approaches the front desk staff or the staff approaches the customer to take his order after the order has been placed, the meal starts getting prepared and been served to the customer at the earliest. This indicates that the customer’s journey is crucial to consider as it provides a substantial understanding of the prospects of customer's needs and requirements.
Frontdesk staff: The front desk staff of the store will be liable for handling customer orders and process them systematically to ensure fast and effective delivery of orders. They are considered as the line of visibility within the store. First, the employees who would be at the frontline must greet and welcome the customers in a pleasant manner. Second, the responsible staff should ask and take the orders of the customers in detail without having any confusion or misinterpretation. Third, process the order towards the kitchen or backstage team to prepare the food and deliver it to the delivering staff so that it reaches the customer. Fourth, serving the meal to the exact customer and at the exact table of the order and lastly, cleaning and sanitizing the served team neatly for the next customer to visit (Hossain, Enam and Farhana, 2017). Thus, this indicates that the front desk employees have to active and interactive with the visiting customer to get to know their needs and requirements effectively so that they could service accordingly to create a satisfying experience (Hossain, Enam and Farhana, 2017).
Backstage process: The backstage process involves all the proceedings that need to done internally to deliver the order at the said tables and locations. This component is regarded as the line of internal interaction among employees to process orders systematically to deliver them to specific customers. Concerning such fact, as soon as the customer places an order and the front desk staff receive the order, the taken order displays on the backstage for employees to know the order and begin preparing the food soon. Thus signifies that there is a continuous interaction has to make internally with the employees in order to prevent any type of conflict to arouse or any error to occur negatively. Any error or misconduct will lead to loss of business and reputation as a whole. Since the business will be new, thus, it is vital for the business to ensure an effective internal interaction amongst the service team and backstage members (Hossain, Enam and Farhana, 2017).
Support processes: Support process is as important as other elements in the service blueprint of McDonald's. With reference to such, the support process of McDonald's store at the location of Caroline springs, western suburbs, Australia includes cash management system and stock management system. Concerning the cash management system, an effective and efficient cash management system take place to record all the transactions take place daily, weekly, monthly, and annually. Besides, the employees perform accordingly to record and manage the cash flow efficiently and precisely so that no errors take place. On the other hand, regarding stock management, it emphasizes on the inventory of stock of material that is essential for the business to run effectively such as food items. Thus, with effective stock management by the support employees helps to make sure that the operation of the restaurant runs smoothly without any possibility of errors or conflict (Hossain, Enam and Farhana, 2017).
By developing as service blueprint it enables to understand the various aspects that any service industry seeks upon. As identified, service blueprint plays a key role in determining the customer's journey and identify the possible loopholes or changes that need to be done within the processes that have been existed in the business. By looking at the developed service blueprint of dining at McDonald's at the location of Caroline springs, western suburbs of Australia, it has been understood that the different components of service are interrelated with each other and all the components are equally important as without the presence of any the element, effective service delivery or expectation is not possible and shall degrade the service quality negatively. Utilizing service blueprint, any service organizations like the case of McDonald's can effectively assess the underlying resources and processes and accordingly formulate strategies to improve and develop the service quality to meet customers’ expectations. Furthermore, it will assist in focusing on the range of strategic business benefits to improve service quality and prosper growth. Considerably, service blueprints are a road map to improve service quality in meeting the customer's desired expectations in reality.
Hossain, M., Enam, F. and Farhana, S., 2017. Service Blueprint a Tool for Enhancing Service Quality in Restaurant Business. American Journal of Industrial and Business Management, 07(07), pp.919-926.
Lobo, S., Sharma, S., Hirom, U., Mahamuni, R. and Khambete, P., 2019. Extending Service Blueprint for New Age Services. Smart Innovation, Systems and Technologies, pp.809-821.
Mcdonalds.com, 2020. About Us: Mcdonald’S Facts And Story | Mcdonald’S. [online] Mcdonalds.com. Available at: <https://www.mcdonalds.com/us/en-us/about-us.html>
Ryu, D., Lim, C. and Kim, K., 2020. Development of a service blueprint for the online-to-offline integration in service. Journal of Retailing and Consumer Services, 54, pp.101944.
Summers, J. and Smith, B., 2014. COMMUNICATION SKILLS HANDBOOK 4E. New York: Wiley.
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