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.
In order to validate the theoretical framework, a field study in 102 hotels was conducted, with the use of a structured questionnaire.
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.
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 integrate the influence that SB effectiveness has on a service provider's organizational function and customers’ perceptions on service quality.
The study provides a useful guide on how a service blueprint should be designed and also the different approaches that should be taken into consideration according to the type of service that is mapped.
The effectiveness of the SB process is conceptualized for the first time and explored in a quantitative research. Also, for the first time, specific organizational factors are indicated as major antecedents of SB effectiveness and two service characteristics are found to moderate these influences.
