... based on the user-friendly technique of service blueprint (SB). Design/methodology/approach – The methodology relies on the design science leads. Design science deals with creating artefacts or models for supporting human or organizational purposes; such artefacts have to be assessed against...

... perspective. This paper aims to address these issues. Design/methodology/approach By combining the market‐oriented approach, service blueprinting, with the syntax of business process modeling, the authors introduce a method that visualizes and analyzes processes simultaneously from the company's...