1. Create a service blueprint of the procedure and identify opportunities for improvement. 2. Describe what elements of a servicescape would make this service more palatable to the customer and efficient for the hospital staff.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Bayside General Hospital is trying to streamline its operations. A problem-solving group consisting of a nurse, a technician, a doctor, an administrator, and a patient is examining outpatient procedures in an effort to speed up the process and make it more cost-effective. Listed here are the steps that a typical patient follows for diagnostic imaging:

• Patient enters main hospital entrance

• Patient takes a number and waits to be called to registration desk

• Patient registers

• Patient is taken to diagnostic imaging department

• Patient registers at diagnostic imaging reception

• Patient sits in department waiting area until dressing area clears

• Patient changes in dressing area

• Patient waits in dressing area

• Patient is taken to exam room

• Exam is performed

• Patient is taken to dressing area

• Patient dresses

• Patient leaves

1. Create a service blueprint of the procedure and identify opportunities for improvement.

2. Describe what elements of a servicescape would make this service more palatable to the customer and efficient for the hospital staff.

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