Wksht Chapter 3 Developing Service Concepts - Core and Supplementary Element

Chapter 3: Developing Service Concepts: Core and Supplementary Element | Overview of Chapter 3 * Planning and Creating Services * The Flower of Service * Planning and Branding Service Products * Development of New Services | I. Planning and Creating Services * A service product comprises all elements of service performance, both tangible and intangible, that create value for customers * The service concept is represented by: * A ________________ * Accompanied by ________________ ________________ | Core Products and Supplementary Services * In mature industries, core products often become commodities * Supplementary services help to differentiate core products and create competitive advantage by: * Facilitating use of core product (a service or a good) * Enhancing the value and appeal of the core product | Augmenting the Core Product (Fig 3.1) * Are supplementary services needed to facilitate use of core product or simply to add extra appeal? * Should customers be charged separately for each service element? * Or should all elements be bundled at a single price? | | Designing a Service Concept * ________________ * Central component that supplies the principal, problem-solving benefits customers seek * ________________ * Augment the core product, facilitating its use and enhancing its value and appeal * ________________ * Used to deliver both the core product and each of the supplementary services | |

Documenting Delivery Sequence Over Time * Must address sequence in which customers will use each core and supplementary service * Determine approximate length of time required for each step * Customers may budget a specific amount of time for an activity * Information should reflect good understanding of customers, especially their: * ________________ * ________________ * ________________ * Question: Do customers’ expectations change during service delivery