Lara – (ME 526)

4. What are the levels involved in analysing a service product? How would you analyse the
service provided by (a) an educational institution, (b) a consultancy organization, and (c)
a government organization on a social cause like better environment?

Service marketing organizations may find it helpful in tracing this linkage to analyse their
service products at three levels. The levels involved in analyzing service products are:

- Consumer benefit concept

The clarification, elaboration and translation of the consumer benefit concept
poses a number of problems for service marketers. First the services offered
should be based upon the needs and benefits sought by consumers and users.
Second, the benefits obtained will change over time through good or bad service
experience, new set of perceptions, sophisticated use of services and usage.
Lastly, it may be necessary to measure the trade-offs between elements of
services offered that consumers are prepared to make.

- Service concept
The service concept is the core of the service offering. The service concept is the
description of the product as regards the package of products and services offered to the customer pl
us the relative value to the customer of that package.
It helps the manager to recognize some of the intangibles, elusive and implied that influence the cust
omer decision and to plan and operate his organization to provide a full service package highlighting t
he important elements of the product

- Service offer
It is concerned with the more specific and detailed shape to the basic service concept. The form of
service offering derives from management decisions about what service is to be provided,
when it is provided, how it is to be provided, where it is to be provided, and who will provide it.

a. Educational Institution
Let's say that without students, no teachers and no institute. Therefore, the
students are both customers and products of the teacher and institute. If the
student is high in both quantity and quality, therefore, it reflects the quality of
teachers and institute.

b. Consultancy Organization
A consultant may support an organization in one or more phases of a change
process. This can start by inspiring a potential principle with a vision on potential
for improvement or exploring solutions for a problem the principle needs to
resolve and it reflects to the levels of a service product because the whole
organization should subsequently focus on delivering these key process results.
Once the processes are identified, the organization must measure their
performance to ensure sustained performance or performance improvement.

c. Government organization on a social cause like better environment?

Governance refers to the processes of decision-making involved in the control and
management of the environment and natural resources  in formulating and
implementing policies in response to environment-related demands and inputs
from the society; bound by rules, procedures, processes, and widely accepted
behaviour ; possessing characteristics of “good governance”; for the purpose of
attaining environmentally-sustainable development.