Services Marketing
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Chapter 19 : Supplementary Services
Importance of Supplementary Services
Classification of Supplementary Services
Offering Consultation Hospitality Safekeeping of Customer Belongings Providing Information to Customers Taking Orders from Customers Payment Billing Special Services
Implications of Supplementary Services
Designing Special Packages Outsourcing Non-core Services Converting Supplementary Services into Core Services
Chapter Summary
The additional services offered by organizations to augment the core
product/service are called supplementary services. The kind of supplementary
services offered by organizations differs from one service industry to
another. According to Lovelock, different supplementary services can be
clustered under eight heads.
The eight heads are consultation, hospitality, safe-keeping, information,
order-taking, exceptions, billing and payment. Some supplementary services
like information and order-taking facilitate effective utilization of the
core-service by customers while some supplementary services like hospitality
and safe-keeping augment the core product/service.
The use of supplementary services in organizations requires managers to make
difficult choices and decisions. Some of the implications of supplementary
services for managers are designing special packages, outsourcing of
non-core services and converting supplementary services into core services.
Sometimes, organizations develop the necessary expertise in a particular
supplementary service so that they can adapt it to be a core service. They
can increase their revenues by rendering this service to other organizations
which prefer to outsource it.
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