blue printing,physical evidence

1. Amity Business School
Marketing of Services
Project on
“Pizza Hut”
By:
Karanbir Sahni(A-52)
Rajat Taneja(A-55)
Anshuman Bhardwaj(A-56)
Rahul Sethi(A-57)
Subrato Panja(A-58)

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Services Provided by Pizza Hut
• Pizza hut provides services from 11am to 11pm round the year.
• The services provided are customer centric and are fully digitalised
i.e. right from Order processing to vigilant surveillance, handled by
the employees by making the use of integrated Information
technology.
• The services also include provision of expertise training to the
employees to enhance the service quality.

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Service Categories of Pizza Hut
• Services to the dine-in customers.
• Services to the online customers.
• Recovery of Customers.
• Services to the Employees.
TRMI( Team Member Readiness Interview)
TMRI forms the basis of recruitment at Pizza Hut. It includes
written tests, Personal interviews and practical tests & the person is
evaluated on the basis of grades.

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Tangibility Spectrum:

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Service Quality Dimensions
Reliability:
• It is the ability to perform the promised service dependably and
accurately.
• Each and every pizza shop (local one or International brand)
promises best taste in terms of Pizza. These promises should me
met accordingly in each and every aspect like quality & quantity.
Assurance :
• It includes the knowledge and courtesy of employees and their
ability to convey trust and confidence.
• The employees at Pizza Hut are well trained to tackle problems
without causing harm to customers.

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Tangibility
• It talks about the furniture, menus, the interiors etc i.e. Physical
facilities, equipment & appearance of personnel.
Empathy
• Caring, individualized attention the firm provides to their
customers.
• The mission of Pizza Hut is “We take pride in making a perfect
pizza and providing courteous and helpful service on time all the
time”. Obviously, this mission statement focuses on how they can
make people happy through quality pizza.
Responsiveness
• Willingness to help customers and provide prompt service.
Employees in Pizza Hut are quick to respond to the queries of their
customer since the working staff are highly trained.

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Blueprinting
• It is a technique for service innovation.
• The blueprint shows processes within the company, divided into
different components which are separated by lines.
• The service blueprint defines:
 Customer Actions.
 Onstage (Visible Contact Employee) Actions.
 Backstage (Invisible Contact Employee) Actions.
 Support Processes.
 Physical Evidence.

8. Amity Business SchoolService blueprint of Pizza Hut

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Explanation of Blueprint
Customer Action:
• The process begins with the customers entering into the premises of
the restaurant (inorbit mall in this regard), the physical evidence to
the customers is the services provided right from the beginning i.e.
parking space, pleasant atmosphere created by the music played in
the restaurant, the attractive paintings, uniformed employees,
seating arrangements and other aesthetic aspects provided by the
employees.
• The second aspect in the blueprint is customer actions towards the
services provided by Pizza Hut, it includes actions such as
receiving the menu, placing the order, enjoying the refreshments
and entertainment provided by them, receiving the bills and their
feedbacks.

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Onstage Interaction:
• The next stage is the Onstage interaction, wherein the employee
reacts to the customers, this process includes greeting the
customers, giving them suggestions for orders, receiving the orders,
delivering the orders and then completing the process by providing
the bills.
Backstage Interaction:
• In backstage interaction/Invisible interaction, this is a process
between the employees of pizza hut, and involves the management
of services to the customers by registration of check in and check
outs i.e. by taking a record of the customers, processing of the
orders, making the orders (food), Grievances damage control, and
other services related to customer assistance.

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Physical Evidence
• Ample parking facilities.
• Spacious waiting area.
• Dress Code & Name Blaze : Red & Black combination with the
logo of Pizza Hut on one side. There is compulsion to wear blaze,
so that guests feel much more comfortable talking to employee by
his/her name.
• Designing Menus.

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• Cleanliness: plates, cutlery, pans, floor, dustbins, premises etc.
• Bell: The Pizza Hut tradition to say thank you when we ring the bell

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Bitner’s ServiceScape Model
• “The environment in which the service is assembled and in which
the seller and customer interact, combined with tangible
commodities that facilitate performance or communication of the
service”- Service scape
By Booms and Bitner
• It identifies the main dimensions in a service environment and
views them holistically.

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Aspects of Servicescape influencing the
service delivery process
From customer Point of view:-
• Exterior and Interior Design
• Ambience
• Food(quality, quantity & variety )

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From the service providers point of view:-
• Logo, Colors, Images:
The red color in the Pizza Hut logo represents
freshness, whereas the yellow color depicts richness,
taste and joy.
• Staff’s Uniform:
Red & Black combination with the logo of Pizza Hut on one side.
There is compulsion to wear blaze, so that guests feel much more
comfortable talking to employee by his/her name.
• Service delivery: planning your work and working your plan.
The management of Pizza Hut are really strict with their planning
and implementing those plans which they working on.

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Fish Bone(Cause & Effect)
• Also Known as Ishikawa diagrams, are causal diagrams created
by Kaoru Ishikawa (1968) that show the causes of a specific event
• Fish bone is a cause and effect diagram to identify potential cause
of problems.
• Pizza hut always try to have customer satisfaction on priority and if
there customer are not satisfied, what are the main cause of
unsatisfaction.

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Fish Bone Diagram of Pizza Hut
Unsatisfied Customers:

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Conclusion
• The success of Pizza Hut in terms of providing services to the
customers has cleared a solid ground in the race of competitors and
proves a significant point, the reason behind being the no. 1 in
terms of casual dining.
• Service is an attitude in Pizza Hut. Crew members are trained to
make customers feel appreciated. Customers are treated with
courtesy, attentiveness, respect, and enthusiasm.
• Pizza Hut known for its CHAMPS i.e. cleanliness, hospitality,
accuracy, maintenance, product, speed.

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Recommendations
• Future plan should concentrate on smaller cities.
• Advertisement & Promotion needs to be better than that of their
competitors.
• With competition being so strong, they needs to keep reinventing
their product mix.

20. Amity Business School