FLOWER OF SERVICE

Topics: Service, Service system, Customer Pages: 12 (3403 words) Published: December 5, 2014
Introduction
Generally, financial services refer to services provided by the finance industry either public or private finance industry. Financial services defined as services that related to facilities such as saving accounts, checking accounts, leasing, loans and money transfer provided by banks, credit unions and finance companies.1 Flower of service is a visual framework for understanding the supplementary service elements that surround and add value to the core product. Flower of service is introduced by Christopher Lovelock that distinguishes between facilitating and enhancing supplementary services. These different supplementary services can be classified into eight petals. The core service is the reason why service provider exists in the market. However, in order to create value to customer, additional services are required. These services known as supplementary services. It is crucial for the service provider to realize that if the supplementary services are not sufficiently provided, the core benefit of the services cannot be consumed fully. According to the flower of service there are two kinds of supplementary services which are facilitating supplementary services and enhancing supplementary services Facilitating supplementary services are either needed in service delivery or help in the use of core product (Lovelock et al, 2012). Basically, facilitating elements is a must have or compulsory for the service provider to provide in order to be able to deliver their services. The elements under facilitating supplementary services are information, order-taking, billing and payment (Lovelock et al, 2012). On the other hand, enhancing elements add extra value to the customer. Enhancing elements is differing from its counterparts as it is not compulsory for the service provider to provide. A firm needs to have enhancing elements to create value added to the customer. This is due to the fact that value added is important for a service provider firm to gain competitive advantage and also to differentiate them form their competitors. The elements under enhancing supplementary services are safekeeping, exceptions, consultation and hospitality (Lovelock et al, 2012).

FACILITATING ELEMENTS:
INFORMATION
According to Robert (1998), information is a knowledge communicated or received concerning a particular facts or circumstances. In the business perspectives, information act as a facilitating element that helps the customers to get clear picture about an organization, its service or products offered and any other information that will facilitate the services process between the customers and the organization. Customers always hunger for a details information before purchasing or consuming something. Detailed and updated information is important whereby it influence the customers’ decisions either to consume the service offered or not. For instance, customers require detail information about the services offered, service hours, prices, notifications of changes and availability of the services.2 There are various medium that can be used by the organization in order to spread the information to the customers. It can be through website, call service, various advertisements such as newspaper and television. Based on our study in MARA, they have provided lots of information about the services offered at their official website which include updated and detail information on entrepreneurship, education, and others.3 Besides, MARA had succeeded establishing MARA@TV for network users. MARA@TV was introduced in October 6, 2013 by Deputy Minister of Rural and Regional Development purposely to provide an approach to the public about the activities conducted by MARA especially in entrepreneurship activities and to keep ensure that the public have the opportunity to keep abreast closer to MARA.4 MARA also has make other effort in spreading their information when they provide an advertisement to the local newspaper regarding any...

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Riley, J. (2012). ICT- What is Good Information?. Retrieved October 8, 2013 from
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Definition of Exception. (2013). Retrieved October 7, 2013 from http://oxforddictionaries.com/definition/english/exception
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Wirtz, J., Chew, P. & Lovelock, C. (2012). Essentials of services marketing. (2nd e.d.). FT Press.
Oduori, F,N. (2010, July). New service development: Strategy and process in the hospitality sector in Kenya. Retrieved October 5, 2013, from http://www.edamba.eu/userfiles/file/Oduori%20EDAMBA%20INITIAL%20RESEARCH%20PROPOSAL.pdf

Definition of financial services. Retrieved October 6, 2013 from http://www.businessdictionary.com/definition/financial-services.html
Supplementray services model
Hemmington, N. (2007). From service to experience : Understanding and defining hospitality business. The Services Industry Journal, 27 (6) , 1-19.
Mayer, C. (2011, April 15). How does a defect of the core and supplementary service influence customer satifaction. Retrieved October 5, 2013, from http://www.modul.ac.at/uploads/files/Theses/Bachelor/Thesis-2011-Mayer-Clara.pdf
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