Flower of Service Model - Essay Example

Flower of Service Model Supplementary services have two main roles: facilitating supplementary services, and enhancing supplementary services. Facilitating supplementary services are used in service delivery of the core product; while, enhancing supplementary services provide extra value tp the product (Bateson & Hoffman, 1999, p.366). According to Lovelock (2010, p.78), the following cluster of eight services comprises the many types of supplementary services:Facilitating services: Information, Order taking, Billing, PaymentEnhancing services: Consultation, Hospitality, Safekeeping (Caretaking), ExceptionsThese services form the petals of a flower, thus, taking the name of flower of service (see Figure 1).

The figure sequentially shows these services, in the order in which the customers encounter them, although the order may change. For example, the company may take payments before delivering the service, that is, in advance. If the organization is capable of possessing a well-managed service delivery system, the flower of service is fresh and the petals are well-formed along with the core; however, if the service delivery is mismanaged, the petals are discolored and malformed, even if the core (product) is perfectly designed.

Also, it is not mandatory that the above mentioned eight services will become the petals of the flower of service; instead, it depends on the nature of the core product which services are to be added in order to facilitate service delivery or add value to the core product. This variation in services (or the petals) makes it easy for the customers to interact with the organization. Now, let’s describe these services in detail:1. Information Customers, at times, ask the organization personnel about how they can obtain the product, and how to use it.

They may also need documentation of usage, reminders and updates (Rao, 2004, p.127). 2. Order taking Customers need to place orders in order to buy the products or services. Many orders must be reserved in advance. 3. Billing The organization needs to provide the customers with fully detailed and intelligible billing statements. 4. PaymentCustomers may want to pay soon enough if they have been delighted with good quality of service delivery.5. Consultation Offering advice and consultation on the product or service to be delivered adds value to it, if the advice and suggestions have been tailored according to the requirements of the customers.6. Hospitality Customers expect from the organization that they will be dealt with respect and dignity.

This hospitality increases their interest in the product, and finally in the organization. 7. Safekeeping/Caretaking Customers want that the organization takes care of their possessions when they come on site to shop. They are also delighted with after-sales services. This adds value to the product.8. Exceptions When something is not going according to the customers’ plans, they expect the organization to show some leniency or flexibility in the transaction or service delivery. To conclude, effective management of supplementary services leads to a well-formed flower representing the overall success of the organization; while, ill-managed supplementary services deform the flower which shows that the organization is being poorly run.

Figure 1: Flower of Service ReferencesBateson, J.E.G., & Hoffman, K.D. (1999). Managing Services Marketing. USA: Dryden Press. Lovelock, C. (2010). The flower of service. Services Marketing, 6/E. India: Pearson Education India.Rao, K.R.M. (2004). The flower of service. Services Marketing. India: Pearson Education India.