SERVICE MARKETING

Assignment – 1

Topic: Distinction between enhancing and facilitating supplementary

services

Submitted by: Group- II

[A.Achyut, Akshay V Kumar, Deepak.R, Kali Bharath,

Manish Mohan, Sabith Ahmed, Vivin R.K]

Amrita School of Business

Amritapuri Campus

5th November 2014

 1. Facilitating supplementary services
Facilitating supplementary services are that services which aid in the use of the core product
or are required for service delivery.

The major Facilitating Supplementary services are

 Information
 Order taking
 Billing
 Payment

Billing
Information

Ordertaking

Payment

Figure: 1.0 Flower of service - Facilitating Supplementary Service

 Examples of facilitating supplementary service

I. Bus ticket booking

1. Information

Booking of bus ticket using Redbus.Com

The various cities where the services of redbus.com –its bus and hotel facilities are available is
mentioned in website.

 Various terms and uses for using the website and through the service are mentioned in

website.

 The schedules of buses eg: from Kayamkulam the bus starts from 5:00 pm
  The price of various bus service providers (which ranges from 1600-1800 )are also given

while we enter the destination(we can enter the destination where we want to go)

 The information about the availability of woollen blanket, water bottle, and seat

availability LDC Monitor etc are given in the website which is provided by various bus

service providers.

 The website also provides information for refund and guidelines for selecting the seat.

 Contact details, boarding points and contact person’s phone number are also provided.

2. Order taking

The order is taken through (online) the website itself. We can place the order by selection of seat.

3. Billing

The bill is automatically generated by the website, after we select the number of passengers and
seat .For Kayamkulam to Chennai it was 1800Rs. –Machine displays amount due.

4. Payment

The payment can be done by online through credit /debit card or by electronic fund transfer.

II. Hotel Green park

1. Information

 The hotel waiter gives a menu card and also he gives the information of special items
if any is there to serve. In the flex board the phone number, the working time is given.
 In the menu card the prices of various food items are mentioned. Through a telephone
also we can get the details of food items availability.
 2. Order taking

 The waiter comes and takes the order of food in personal.

 We can also place the order through telephone.

3. Billing

It is done by the waiter after we place the order. It is printed using a billing machine. (An
invoice is given to the customer.)

4. Payment

 A bill payment counter is there at the entrance of the hotel, were a person is there to
collect the cash.

III. Buying a Moto E - phone through Flipkart

1. Information

 The products specification – image of the phone, price, delivery details, warranty details are

also given, various buying options in formations are also given.

 Feed back of other customers are also given in website. Terms and services of website ,

product return details are also given.

 2. Order taking

 Order entry: Order is done through website an add to cart option is there
 If the product is not available we can save as it in wish list .

3. Billing

 Self billing computed by the customer - The bill is automatically generated after we enter the
address; a mail will be send to the customer’s mail.

4. Payment
 There are various payment options given by the website, Cash on delivery, credit/debit card,
online fund transfer.

All these services mentioned helps in use of the core product and also in delivery of the service.
Hence it is called as facilitating Supplementary service.
 2. Enhancing supplementary services

Enhancing supplementary services are those services which may add extra values for the customer.

The major Enhancing supplementary services are:

Hospitality

Consultation

Safe keeping
Exceptions

Figure: 2.0 Flower of service - Enhancing Supplementary Service

Examples of Enhancing Supplementary Service

1. Consultation

In the case of booking the ticket through the redbus.com we can call the helpline number
there the person at the other side provides us the details about each bus and will give
suggestions of various buses to choose. They give the suggestions according to according to
the needs and requirement of the passenger. If a person is travelling for the first time this
consultation facility is very helpful to the traveller.
In the case of the Green park hotel –the hotel waiter gives us recommendation to buy some
particular products when we ask him which the best to eat. It is a sort of consultation and is
helpful for the customer.

In the case of buying the mobile phone – The toll free number can be used to contact the
retailers or a customer executive by calling him we can can know the details of delivery and
specification of the products.

2. Safe keeping

Safekeeping is a service which is recently provided to me while visiting the Lamcy hyper
market the security man , keeps the bag for us , while we enters the shop.

Packaging the food products which we order as parcel is also a way of safe keeping.

In buses booked through the redbus.com they provide us spaces for keep our luggage.

3. Hospitality

The greetings we get while entering the bus, greetings we get while entering the hotel and
also the greetings in mail all are ways of enhancing the core Service.

The blanket which the person provides at night in bus while accessing the service through redbus.com
is also a service enhancing supplementary service.

The care taker in bus while travelling, the cleaner in hotel all are showing their hospitality while we
enjoys the service.

4. Exceptions

Sometimes the hotel (Green park) provides me with less curry gravy for chicken items. Its given only
as per my request.

The bus conductor gave me a chance to sit beside the window, which is an exceptional service.

The online shopping retailer gives back the money, once we cancel the order of the mobile phone.

In the Hotel Green park once we went to have chapathi and chicken, but the chapathi was not fresh we
have made the complaint, soon they have replaced it with hot chapathis , the complaints got addressed
soon.