INTRODUCTION

The name of the company that we plan to choose is the Star Sight Screens. This is
the movie theater that is specially designed for the elite class as it will provide
a extraordinary experience to the people who will be going to watch movies on the
star sight screens. First to talk about any service we should know about what a
service is a Service is mostly intangible. Service performances are experiences
rather than owned. Some service though have substantial physical elements, but
significant portion of price is paid for the service elements. A service product
comprises of all elements of service performance, both tangible and intangible that
create value for customers.

Service products are designed keeping in mind these tangible and intangible
elements. The basic decision is to identify the core service and then augment it
with number of supplementary service. Since the service product is mostly service
delivery, the process of delivery completes both core and supplementary services.

Core Product - This is the central component that supplies the principal, problem-
solving benefits that customers seek. This is usually described by the industry it
serves. For example food and beverages, transportation, accommodation and so on.

Supplementary Services: These are the service elements that augments the core
product, facilitating its use and enhancing its value and appeal. Supplementary
services are value points for marketers. They also function as point of
differences. The creativity and novelty seeking service provider add more number of
services and brings them to highest standards.

Delivery Processes: The processes used to deliver both the core product and each of
the supplementary services.

THE FLOWER OF SERVICE

This concept was first introduced by Christopher Lovelock in 1992. In his paper
"Cultivating the Flower of Service: New Ways of Looking at Core and Supplementary
Services", he has elaborated the range of service elements that can be added to a
service products as:

1. The elements that are important in service delivery or aid to the delivery of
core product. They are Facilitating Service.
2. The elements that add extra value to the core product. They are termed as
Enhancing Services.

Though there can be number of facilitating and enhancing services, Christopher

Lovelock has classified them in eight clusters. According to this model these eight
service elements are petals surrounding the center of the flower which is
represented by the core product called the Flower of service. They consists of
information, consultation, order-taking, hospitality, safekeeping, exceptions,
billing and payments.

The order of the elements in the service flower is designed keeping in mind the
flow of service and the order in which they happen. Information, order taking,
billing and payments describes facilitating elements, and consultations,
hospitality, safekeeping and exceptions brings up enhancing service elements.
The flower of services that would be used by the movie theatres of the Star Sight
Screens would be -:
1. Information – The customers could gather all the information of the movies
that are running in the theatres from the official website of the star sight screen
theatres or they can download the app from the playstore or the apple store. They
could also book the tickets on reaching the physical location of the movie theatre.
People would also be standing there in case the customer need any help. The
customers who booked the tickets in advance would get a notification on their
mobile phone an hour before the starting of the movie.

2. Order taking – The customers can book the food online they would like to eat
in the interval while booking the tickets online through the app or through the
website. They can also buy the food while in the interval through their seats only
as specific waiters would be assigned to take the orders from the customers. They
can also buy food from the dining area.
3. Payment – The customers would be provided with all the ways through which
they want to make the payment. They can make the payment through different ways -:
a) Cash
b) Card
c) Upi payment
d) Through any app
e) Token, vouchers
f) Coupon redemption

4. Billing – The customers can get all the billing information through the
online website or through the app or they can get the information through the bill
when they will enter the mall. They will also be provided with the verbal
statements of the amount due. The customers can also create the bill themselves as
they will the get accounting statements of every transactions they are making.

5. Consultation – The customers will be provided with the customized advice as

there will be certain help desk where they can and solve any problem that they are
facing in the theaters. The customers would be tutored on how to use the advanced
seats that will be used while watching 7D movies. The customer would be provided
with demonstration and with every other form consultation that they need to know in
the theaters.

6. Hospitality – The customers would be greeted on entering the movie theater

and they will have the chance to buy any food they want on their respective seats
as every seat would be provided waitor to take the order. There would waiting
lounges for the customers as there is time before starting the movie they can wait
their and enjoy. There would be no chance of any misshappening as the theatres
would be fully secured by armed bodyguards and cameras.

7. Safe keeping – The items that the customers will bring with would be fully
cared and secured as they would be provided with the lockers in keeping their
personel belongings.

8. Exceptions – In case if any problems arise due to the issue of the working
staff the customer would be refunded for the ticket and they will also get the
compensation. In case any good of the customer gets damged or stolen from the
locker the good would repaired for free.