Service blueprinting effectiveness: drivers of success

Purpose – The aim of the present study is to theoretically elaborate the Service Blueprinting (SB) effectiveness concept and integrate it within a conceptual framework, with specific antecedents and the moderating role of two major service characteristics: complexity and divergence.Design/methodology/approach – In order to validate the theoretical framework, a field study in 102 hotels was conducted, with the use of a structured questionnaire.Findings – The results validate the research instrument used to capture SB effectiveness and indicate market orientation, service climate and service design formality as its three major antecedents. Moreover the degree of complexity and divergence of the service process were found to positively moderate the aforementioned relationships.Research limitations/implications – The study's limitations rely on the business and national context as long as the lack of distinction between newly developed services and service modifications. Also, further research should also int...