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Process in service marketing are means of transactions,
supplying information & providing services in a way which
is acceptable to the consumer & effective to the
organization.
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Processes describe the method & sequence in which service
operating systems work, specifying how they link together
to create the value proposal that has been promised to
customers.
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Service process can be viewed as a chain of activities that
allow the service to function efficiently.
Example: Professional consulting service

The service blueprint is a technique used for service
innovation.
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The technique was first described by Lynn Shostack, a
bank executive, in the Harvard Business Review in 1984.
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It is a visual portrayal of service plan.
The blueprint shows processes within the company,
divided into different components which are separated by
lines.
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It is a tool for simultaneously depicting the service process,
the points of customer contact, & the evidence of the service
from customer’s point of view.
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A service blueprint is an operational planning tool that
provides guidance on how a service will be provided,
specifying the physical evidence, staff actions, and support
systems / infrastructure needed to deliver the service across its
different channels.
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Customer Actions:
The steps that customers take as part of the service delivery
process.
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Frontstage (Visible Contact Employee) Actions:
This element is separated from the customer actions by a ‘line
of interaction’. These actions are face-to-face actions between
employees and customers.
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Backstage (Invisible Contact Employee) Actions:
The ‘line of visibility’ separates the onstage from the
Backstage actions. Everything that appears above the line of
visibility can be seen by the customers, while everything
under the line of visibility is invisible for the customers.
Example: Telephone call; this is an action between an
employee and a customer, but they don’t see each other.
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Support Processes:
The ‘internal line of interaction’ separates the contact
employees from the support processes. These are all the
activities carried out by individuals and units within the
company who are not contact employees. These activities need
to happen in order for the service to be delivered.
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Physical Evidence:
For each customer action, and every moment of truth, the
physical evidence that customers come in contact with is
described at the very top of the service blueprint. These are all
the tangibles that customers are exposed to that can influence
their quality perceptions.