The Service Concept

Introduction

The service concept is a significant area in managing service operations. With the development of the society, the service concept has become increasing important in defining what the corporations are selling and the customer buying. The service is intangible and the concept of service can help improve and design the services. “The service concept is something that is more emotional than a business model, deeper than a brand, more complex than a good idea and customers and creates a business advantage.” (Johnston.R and Clark.G, 2008) The purpose of this report is to describe and explain the theory of the service concept. This report will first demonstrate the elements of the service concept, which includes the organising idea, the service experience and the service outcome. Then it will introduce the service value. Next, the service concept as a strategic tool will be illustrated. At last, the report will explain the types of the service concept.

1. Elements of the Service Concept

1.1 The Organising Idea

The service concept must connect with the organising idea closely. The organising idea is the essence of the service which is bought or used by the customer. For example, the Geological Museums’ service concept has given a good organising idea, which organised as "Rocks in boxes, for geology specialists." “Rocks in boxes” explains the museums’ organising idea that the stones are shown in the plain scientific way. (Brugle, 2005)

1.2 The Service Experience

The service experience focuses on the customer’s direct