Service blueprinting and process-chain-network: an ontological comparison

Abstract

Recently, Sampson (2012b) has introduced a new way to visualise service delivery processes which he calls process-chain-network (PCN) analysis. Since the 1980s, service marketers and managers have been using service blueprinting to visualise a service delivery process. We ask 'How well does PCN represent the concepts present in service blueprinting?' To answer this question, we examine the similarities and differences between service blueprinting and PCN using a recognised method of ontological comparison. We have found PCN supports some but not all of the concepts in service blueprinting. The outcome is important because knowing the shortcomings of PCN compared with service blueprinting will allow modellers to exercise care when using PCN diagrams to represent service processes.