Explain what is meant by core product and supplementary services.
- Explain the Flower of Service concept and identify each of its petals. What insights does this concept provide for service marketers?
The Correct Answer and Explanation is:
1. Core Product and Supplementary Services
Core Product:
The core product is the main benefit or solution that a customer seeks when purchasing a service. It is the fundamental reason the service exists. For example, in a hotel stay, the core product is lodging or accommodation—a place to sleep and rest.
Supplementary Services:
These are additional services that enhance the core product by facilitating its use or adding extra value. They can include things like room service, Wi-Fi, concierge, or housekeeping in a hotel. Supplementary services help differentiate one service provider from another and contribute to the overall customer experience.
2. The Flower of Service Concept and Its Petals
The Flower of Service is a marketing model developed by Christopher Lovelock. It depicts a service as a central core product surrounded by eight supplementary services, which are categorized into two types:
A. Facilitating Services (Help the customer use the core product):
- Information – Providing essential data (e.g., hours of operation, directions).
- Order-taking – Processes that allow customers to purchase the service (e.g., reservations).
- Billing – Presenting the charges clearly to the customer.
- Payment – Enabling smooth transactions (e.g., credit cards, online payment).
B. Enhancing Services (Add extra value):
- Consultation – Offering advice tailored to the customer’s needs.
- Hospitality – Making customers feel welcome (e.g., greetings, waiting areas).
- Safekeeping – Looking after customers’ possessions (e.g., coat check, valet).
- Exceptions – Handling special requests, complaints, or problem resolution.
Insights for Service Marketers
The Flower of Service helps marketers:
- Understand that the core service alone is not enough; customers expect supporting elements.
- Focus on customer experience holistically.
- Identify differentiation opportunities through enhanced supplementary services.
- Design services that are both functional and emotionally satisfying.
By strategically managing both the core and supplementary services, marketers can build customer loyalty, improve satisfaction, and create a strong competitive advantage.