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Development of a service blueprint for the online-to-offline integration in service

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  • Ryu, Do-Hyeon
  • Lim, Chiehyeon
  • Kim, Kwang-Jae

Abstract

Online-to-offline (O2O) integration refers to the incorporation of separate online and offline service processes into a single service delivery. Advances in mobile devices and information and communication technology enable the O2O integration, which has been applied to many services. This study proposes a new service blueprint, called the O2O Service Blueprint (O2O SB), which is specialized in visualizing and analyzing the service processes of the O2O integration. A comprehensive literature review and text mining analysis are conducted on massive quantities of literature, articles, and application introductions to understand characteristics of the O2O integration and extract keywords relevant to the O2O integration. Comparisons of the O2O SB with the conventional Service Blueprint and Information Service Blueprint validate that the O2O SB can address the limitations of existing service blueprints. An evaluation through expert interviews confirms the completeness, utility, and versatility of the O2O SB. The proposed O2O SB presents a complete picture of the entire service delivery process, whether online or offline. This SB helps users systematically understand the processes and formulate strategies for service improvement.

Suggested Citation

  • Ryu, Do-Hyeon & Lim, Chiehyeon & Kim, Kwang-Jae, 2020. "Development of a service blueprint for the online-to-offline integration in service," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919303881
    DOI: 10.1016/j.jretconser.2019.101944
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    Cited by:

    1. Aditya Halim Perdana Kusuma Putra, 2024. "Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 82-96, May.
    2. Zhang, Yiyue & Ha, Hong-Youl, 2024. "The evolution of consumer restaurant selection: Changes in restaurant and food delivery application attributes over time," Journal of Business Research, Elsevier, vol. 170(C).
    3. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    4. Pengyi Shen & Zecong Ma, 2022. "The quality of physical–electronic hybrid services and its impact on customer loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1065-1080, December.
    5. Lee, MyoungHoon & Kim, Suhyeon & Kim, Hangyeol & Lee, Junghye, 2022. "Technology Opportunity Discovery using Deep Learning-based Text Mining and a Knowledge Graph," Technological Forecasting and Social Change, Elsevier, vol. 180(C).

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