CHAPTER 4
Developing SERVICE
Products: Core and
Supplementary Elements
Overview of Chapter 4
Designing a Service Product
The Flower of Service
Branding Service Products and Experiences
New Service Development
Service Product
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 core product,
Accompanied by supplementary services
Designing a Service Concept (1)
Core Product
Central component that supplies the principal, problem-solving
benefits customers seek
Supplementary Services
Augment the core product, facilitating its use and enhancing its
value and appeal
Delivery Processes
Used to deliver both the core product and each of the
supplementary services
Designing a Service Concept (2)
Service concept design must address the following
issues:
How the different service components are delivered to the
customer
The nature of the customer’s role in those processes
How long delivery lasts
The recommended level and style of service to be offered
Integration of Core Product, Supplementary
Elements and Delivery Process (Fig. 4.3)
