The paper “ Impact of Service Blueprints in the Delivery of Service and Customer Experience“ is a comprehensive variant of a case study on marketing. The choice of the service organization was made after careful scrutiny of its service processes. In this case, the McDonald restaurant was selected due to the standard of its service processes. The restaurant has simple, convenient, and efficient service processes that are likely to provide customers with a positive service encounter. Other factors that also influenced the selection process include; the strong brand name and reputation that the restaurant bears.
As a result, it attracts many customers on a day to day basis. Therefore, a study of McDonald’ s service blueprint was deemed appropriate so as to understand which aspects enhance customer experiences and identify any potential fails points. Physical EvidencePhysical evidence is a component of a service blueprint that consists of tangible factors that customers come into contact with or interact with. Hirunopaswong and Khemarangsan (2011) observe that physical evidence can affect customers' experience and influence service delivery. One of the recognizable aspects of McDonald’ s physical evidence is its exterior car park.
The restaurant has a spacious parking bay which is elaborately designed to allow easy entry and exit of vehicles. The parking area is protected by canopies that shelter parked vehicles from direct sunshine or rain. This set up inspires the confidence of customers in the service provided. Furthermore, some of the contact persons are stationed at the parking area purposely to direct customers while parking their vehicles and then lead them into the restaurant. Secondly, the elevators are also vital physical evidence in the restaurant that plays a significant role in service delivery.
Foremost, elevators are designed at strategic places that are easy to locate from the main entrance. The interior design and sanitation of the elevators generate positive experiences for the customer.
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