Service Concept Essay

What is a service? Is it a waiter serving you coffee in a café or delivery man delivering a mail order at your doorstep? A service exists in almost everything whether a school, hospital, restaurant and the thing that attracts you to a particular service is the service concept. If u consider universities, it is that ideal characteristic that distinguishes a few chairs and a blackboard with a teacher to a magical learning experience.

Service concept can be thus defined as the way in which an organization would want its customers and shareholders to view their service and if you look at it from a consumer’s point of view, it is the way in which they view a company’s services. It has also been said that a service concept is a, “detailed description of what is to be done for the customer (what needs and wishes are to be satisfied) and how this is to be achieved” (Edvardsson and Olsson, 1996).

It is very unfortunate that the entire motive of having a service concept has been argued by many researches complaining that it has a striking resemblance to ‘mission statement’ or the ‘vision statement’ of an organization for example, “a business objectives may be to convoy a written statement suggesting the direction in which company wants to go explaining how this will done” (James Manktelow & Amy Carlson). Mission statements are what the organization strives at achieving in FUTURE but service concept on the other hand is a ‘perception’ that the organization wants to instill in the minds of their consumers. It can be perceived as either direct marketing carried on by the organization or through word-of-mouth. As it is famously said “nothing is perfect”, even the best of concepts still hold limitations to just how well it is perceived by the customers in reality.

Service Concept can be further categorized as:

* The service experience: This is basically the customer’s straight experience of the service.

* The service outcome: This enlightens the benefits the...