The Flower of Services Framework

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Table of Contents

1.        Introduction        

2.        The Flower of Service        

2.1.        Core product        

2.2.        Facilitating supplementary services        

2.2.1.        Information        

2.2.2.        Order-Taking        

2.2.3.        Billing        

2.2.4.        Payment        

2.3.        Enhancing supplementary services        

2.3.1.        Consultation        

2.3.2.        Hospitality        

2.3.3.        Safekeeping        

2.3.4.        Exceptions        

3.        Conclusion        

References        

Exercise 1: The Flower of Service

1. Introduction

In order to evaluate today’s companies’ service marketing level, the flower of service framework presented in chapter 4 is applied to define the core product, to identify and categorize all the supplementary elements and to describe the results of the analysis of Pizza Hut a high contact service company known as the world’s largest pizza company, subsidiary of Yum! Brands, that was stablished 57 year ago and has nearly 13.600 restaurants in 85 countries (Yum! Brands RSC, 2015).

And Airbnb a low contact service company which is one of the most innovative websites in today’s business world, where people can list, find and/or rent a type of residential accommodation. Airbnb has over 1.500.000 listings in 34.000 cities, in 190 countries the company was founded in 2008 in San Francisco, California (airbnb, 2015).

1. The Flower of Service

The flower of service is a framework that discusses two kinds of supplementary services. Facilitating supplementary service which are the ones needed to delivery these services or facilitate the use/consumption of the core products. And enchasing supplementary which are the services that add extra value for the customer. These supplementary services are classified into one of the eight clusters. (Jochen, Patricia, & Christopher, 2012).

These clusters are applied and compare on this assignment to the above mentioned high and low contact service companies.

1. Core product

Before discussing each petal of the flower of services it relevant to specify each company’s core product since this is the centre that holds the petals together. The core product is one of the 2 components of a service product. It is based on a core set of solutions and benefits that are delivered to the customers and is usually defined with reference to a particular industry (Jochen, Patricia, & Christopher, 2012).

As the high contact service company Pizza Hut’s core service/product is to fulfil customers’ basic needs with their quality fast food (casual dinner). Pizza Hut not only offers pizzas but it also offers a variety of products such as appetizers, beverages, desserts, salads and pastas.  

On the other hand Airbnb manages an innovative business strategy where it satisfies part of its customers by allowing them to reach affordable accommodation around the world (lodging) and the other part of its cutomers by generating the opportunity of gaining extra income when they offer their residences as lodging.

1. Facilitating supplementary services

The facilitating petals of the flowers of service elements are information, billing, order taking and payment. These are further discussed on this paper.

1. Information

Information is the base of all decisions. Customers need the relevant information to benefit from the goods and services that they are purchasing. Especially new customers need to obtain the necessary information in order to make the right decision according to their wants and needs (Jochen, Patricia, & Christopher, 2012).

Pizza Hut provides their customer with the necessary information regarding their products, not only in their restaurants/locations through their menus and well trained staff, but the information is also easy to access timely and accurately through their website. They also take advantage of different Medias to reach their customers with information regarding their promotions or innovations. Making reservation is very accessible although is not need it. Their prices are always available in their restaurant menus and on their online page. Information such as their gluten free products and nutrition factors is easy to access through their website or customer service section.

For Airbnb information about location, room prices, reservation and safety/security is more relevant. The company manages to do this mainly through their website. Airbnb has built a strong network where customers are the ones creating content, their customers create profile where they provide all the necessary information regarding the availability of their rooms or residences; (which includes; prices, location and reservation possibilities). The hosts as the guest build their online reputation through their reviews, recommendations and ratings on their profiles. This is the way the Airbnb customers obtain their information. As a low contact company, Airbnb mainly provides information through their website, where they provide all the necessary information regarding the term & privacy, trust & safety policies and more. The firm does not provide a direct form of contact such as phone number or an exact location to visiting everything is done through e-mail or the facilitation of their online chat.

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