Service Product and Service Flower

1. 1
Dr. Amitabh Mishra

2. THE SERVICE FLOWER
 Christopher Lovelock, developed flower of
service, which indicate the core services
surrounded by a cluster of supplementary
services.
 The flower consist of 8 petals.
 4 of them are facilitating supplementary
services &
 4 of them are enhancing supplementary
services.
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Dr. Amitabh Mishra

3. CORE
PRODUCT
FSS 1#
INFORMATION
FSS 2#
ORDER TAKING
FSS 3#
BILLING
FSS 4#
PAYMENT
ESS 1#
COSULTATION
ESS 2#
HOSPITALITY
ESS 3#
SAFE TAKING
ESS 4#
EXCEPTIONS
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Dr. Amitabh Mishra

4. Facilitating
Supplementar y Ser vices
F a c i l i t a t i n g
S u p p l e m e n t a r y s e r v i c e s
INFORMATION
ORDER TAKING
BILLING
PAYMENTS
Dr. Amitabh Mishra 4

5. E n hancing
Su pplementar y ser v ices
E n h a n c i n g
S u p p l e m e n t a r y
S e r v i c e s
Consultation
Hospitality
Safe keeping
Exceptions
Dr. Amitabh Mishra 5

6.  INFORMATION
 Customers need information on various
elements of service, for evaluation and
purchase.
 Example of information are-
 Sign board to service site.
 Service performance hours (8 to 8, 24x7)
 Charges for service.
 Direction on using core & supplementary services.
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7. ORDER TAKING
 It is the first step in the transaction.
 Bank & insurance co. require customers to fill an
application form.
 Reservation of seats in trains,
 Reservation of tables at restaurants,
 Reservation of rooms at hotels
 Etc.
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8. BILLING
 Customers expect accuracy, completeness,
and legibility in bill prepared by service
providers.
 Companies may provide periodic statement
of accounts or allow customers to complete
bills by them selves (self billing) for greater
transparency in process.
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9. PAYMENTS
 After billing is done, customers have to
take action on payment.
 Payment system should facilitate
customers to get easy & convenient
payment of dues.
 Cash handling, cheque handling
 Credit system, coupon system
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10. Consultation
 Consultation often helps customers to
understand their own situation better &
encourage them to come up with their own
solution & action program.
 It is offered in areas like-
 Providing advice.
 Clarifying doubts.
 Helping customers to use services.
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11. Hospitality
 Customers may be required to stay at service
outlet for long hours.
 Hospitality extended to customers during the
service process contribute in quality
perception. It include-
 Greeting,
 enquiry and reception.
 Waiting facility, food and beverages.
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12. Safe keeping
 Service organizations has to make arrangement
for the safe keeping of customer’s property.
 For Example-
 Baby care & pet care services
 Parking facility
 Storage & baggage handling services
 Cleaning and healthy ambience
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13. Exceptions
 Service providers may be required to provide
supplementary services that falls out side the
routine to the customers, on special
considerations
 It may be allowed on special request by the
customers for advanced delivery of services in
special circumstances
 In case of emergencies & accidents,
exceptions may be offered
Dr. Amitabh Mishra 13