200915 Lecture Notes - Lecture 1: Kit Kat, Candlewood Suites, Hotel Indigo
Service Enterprise
Chapter 4-developing service products:core/supplementary
4.1-what is the service product concept
4.2-describe the flower of service model and explain
how the facilitating and enhancing supplementary services add value to the core product
4.3-formulate a service product strategy
4.4-explain key principles of service redesign
4.5-explain various service branding strategies
4.1-Service-an act, process, performance or economic activity (not physical good)
some goods such as computers, cars acquire something in form of warranty, after sale service
total product concept- CEAP
1.core service (what is delivered)- what fundamentally buying
e.g)stay at hotel-buying accommodation,security
-core products supply principal benefits,solution that customer is seeking
2.supplementary (value add) -gym,restaurant
-firm attain competitive advantage by differentiating
3. delivery process –concerns place and manner of delivery
customer satisfaction sometimes depends on how treated by personnel
concerns:
how service components offered to customer
-nature of customer role
-delivery length
-delivery level and style
Classifying supplementary services-
products which have services as part of the product have supplementary services
a)facilitating-required for service delivery or aided in use of core product
b)supporting,- used to add value to customers
