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Service Concept = Competitive Advantages & Order Qualifier (Characteristic a service
must possess to compete in the market), order winner (characteristic that will cause
consumers to choose this firm over the others
Core & Supplementary Services – How the core and supplementary services should be
combined, sequenced, delivered, and schedules to create benefits that meet the needs of the
target market segments.
•Form & function: the overall shape of the service, how it is created, and how it
•Experience: the experience as perceived by customers
•Outcomes: the benefits, stated or assumed, that it provides the customer and the
•Value: what consumers are willing to pay for
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