HW#1
1. The service blueprinting for a cinema.
Line of Internal Interaction
BACKSTAGE CONTACT PERSON
Line of Visibility
ONSTAGE CONTACT PERSON
Line of Interaction
SUPPORT PROCESSES

F
Guide and Lead
Tickets Check
Snacks Sales
Great and Sell Tickets

F
Ticket Booking System
Inventory System

F
Clean
Project and Show Movies
Projection Equipment

F

2. (i) The cinema, Paradise Cinema, is located in the Newport Mall in Jersey City. The origin of its name is a famous France and Italian film, Nuovo Cinema Paradiso. Similar with the key of Nuovo Cinema Paradiso, the central principle of our cinema is to provide warmth and happiness for audience. Paradise Cinema now covers an area of about 2000 square yard and owns 4 screening rooms including 1 3D screen and almost 800 seats. All the screening rooms are equipped with wide screens and advanced audio and projection system. Paradise Cinema will provide you with comfortable and exciting viewing experience.

(ii) The blueprint shows the process how the cinema functions and how the service is provided. The “physical evidences” are what consumers will see and experience and each of them corresponds to a step of the “customer actions”. The “customer actions” show the flow of customers’ performance and choices, from entering the cinema, seeing the films to leaving the cinema. The “onstage contact persons” are staff who provide consumers with service directly and face-to-face, such as salespeople in the reception or snack counter, and ticket checkers. The “line of interaction” between “customer actions” and “onstage contact persons” means direct interaction between customers and the cinema. Any vertical flow crossing “line of interaction” depicts a direct interaction happens, such as the sales and purchase behavior of tickets. The next dividing line is “line of visibility”, which separate