Juregui Alejandro. 4. peoples.Very fast delivery within 3 minute.5 LCD for menu ". Let us now get to know how Starbucks made a mark for itself in the Indian market. Douglas Hoffman, and Bateson also define goods as objects, devices, or things, and services as deeds, efforts, or. system". Click here to review the details. All businesses, globally, were hit overnight. 1 Infrastructure This includes departments like management, finance,. It was in 2011 that Starbucks finally made a grand entry into the market. >or example, many airlines o>, Mind Map: Market Segmentation of Starbucks, Essay: Strategy on market segmentation targeting and positioning of Starbucks, Market Segmentation, Target, and Positioning of Starbucks, Starbucks Market Segmentation and Positioning, Starbucks Market Segmentation and Targeting, Starbucks's Segmentation, Differentiation, Positioning Essay, Starbucks Segmentation, Targeting and Positioning - Targeting Premium Customers with Quality Products and Service, Starbucks Mission and Vision Statement Analysis, Coca-Cola Segmentation, Targeting, and Positioning, Apple Mission and Vision Statement Analysis, Amazon Mission and Vision Statement Analysis. Starbucks is a company that is frequented by many coffee-goers, especially around the, holidays, as they serve their themed seasonal drinks. Based on the statement, it is very evident that the brand gives utmost emphasis to its customers. Starbucks faces the following economic external factors in the remote or macro-environment: Growth of developing countries (opportunity) Declining unemployment rates in the long term (opportunity . definitely faces a loss. Starbucks posts daily on its social media handles and comes up with challenges and games to engage its customers and increase its fan base, The posts and engagement are consistent through all platforms and believe in creating an experience as compared to just a promotion channel. It planned to open 1,000 Reserve coffee shops by the end of 2017. It divides the market into geographic and demographic elements. And, finally, nowadays, Starbucks is one of the 500 largest United States corporations by revenue, according to Fortune, with a market value of over $100 bi and 32,660 stores all over the world. (LogOut/ They then use a product differentiation approach to satisfy varying customer groups. listeners: [], Simulation and Optimization of Starbucks on campus at the University of Cincinnati. However, he came back to the ceo position in 2008 when he noticed that the leap from 1000 stores in the mid-1990s to 13,000 stores by 2006 had led to a watering down of the Starbucks' Experience. However, it is fair to highlight that licensed stores have shown the highest revenue growth. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. callback: cb #section_52348089 { #section_667299568 .ux-shape-divider--bottom svg {
It is the person or persons in charge of being in direct contact with the client. While satisfaction compares consumer perceptions to what consumers would normally expect, service quality compares perceptions to what a consumer should expect from a firm that delivers high-quality services. The prices being reasonable and within the budget of the customers. All you Need to Know about Business Model Canvas Innovation Author (s) : Limsiritong, K. ; Kattiyapornpong, U. MS-Business Analytics, 2017 } Wherever there is a Starbucks chain, it should be included in the geographic aspect of the targeting. When a servuction model is done on any given business, it is important to know the four factors of it. The first drive-thru was at Ambala Chandigarh Expressway in Zirakpur. And, as Starbucks itself states, the company is not passionate only about coffee, but everything that goes with it: We also offer a selection of premium teas, fine pastries, and other delectable treats to please the taste buds. A customer attempted to pay his bill with his American Express credit card, however, the service firm did not accept American Express. #gap-1332001511 { The additional 3 P's (or tactics) are needed to adequately capture the options available to market and promote services. Pierre Eiglier and Eric Langeard highlight two additional or complementary elements to the servuction system; the internal organization system and the management of other clients when the service production is presented in a massive way or in situations where there are multiple clients at the same time. The servuction model is basically used to illustrate factors that influence service experience, including those that are visible and invisible to the consumer [1] . This blog is an in-depth analysis of Starbucks marketing strategies, complete with touching upon their target market, social media strategy, Starbucks marketing mix, digital marketing presence, campaigns, and their marketing efforts through the ongoing pandemic. The bottom line is to think of anything that is plainly visible to the consumer and anything that consists of ambient conditions, inanimate objects, and other physical evidence. Service providers are the primary providers of a core service, such as a waiter or waitress, dentist, physician, or college instructor. 2. Starbucks revenue streams by operating segments, DOWNLOAD HIGH-RESOLUTION PDF OF THE STARBUCKS BUSINESS MODEL CANVAS, Business Model Canvas: The Definitive Guide, Business Model What is it and How it works. They then sent these customers voice notes of baristas hollering the customers names along with their favourite beverage to remind them of the famous in-store experience. During our visit we encounter either good or bad customer service. If you would like to gain these skills yourself, IIDE offers various digital marketing courses for people just like you. They have also launched their app Starbucks India App so that customers can easily navigate and purchase their offerings. The sample of the field study was, such that the overall view can be taken. Human resources, high-quality coffee farmer centers, product developers, and stores. Privacy Policy In the second phase- Half Cup Full- they asked their customers to comment on their favourite beverage on the post. } The servuction can be defined as the process of elaboration of a service by organizing all the physical and human elements necessary to provide it and its development process, going through its conception, elaboration and execution to reach customer satisfaction and complying with the standards planned. So, the founders looked up a list of words beginning with st, and discovered a mining town called Starbo. Enjoy the benefits of the Dead Sea with Seacret world renowned Dead Sea products. Creating a culture of warmth and belonging, where everyone is welcome; Acting with courage, challenging the status quo, and finding new ways to grow our company and each other; Being present, connecting with transparency, dignity, and respect; Delivering our very best in all we do, holding ourselves accountable for results. Beverage (especially coffee) and food selling in both company-operated or licensed stores, royalties, and licenses, packed goods, etc. Starbucks used this shift to partner with Flipkart, to launch Starbucks Signature Merchandise on the online platform. Service personnel 4.) During our visit we encounter either good or bad customer service. NOTES EMMY'S AND MADDY'S FIRST SERVICE ENCOUNTER QUESTIONS: 1. Product development, customer service, marketing, production, R&D, cleaning, and others. Trained observers are hired to observe and make a detailed note of the behavior and reactions of both the employees and customers. Study with Quizlet and memorize flashcards containing terms like 1. . Well, he doesnt seem to understand the term of personal space and will clean the table and sweep the floors while you are still eating in that particular space. "Servuction. } Service personnel 4.) Market Segmentation of Starbucks Mind Map. Now customize the name of a clipboard to store your clips. Consumer images of the more Instagrammable products, such as the Unicorn Frappuccino, are often selected to be re-shared via the official channels and also used in influencer campaigns. It mainly targets people aged 25-44 years. The servuction model according to Hoffman et al., (2001) consisted of factors that directly influence customers' service experiences which are classifieds into visible and invisible stage. Mason, OH: South-Western Cengage Learning. 6) Explain Marketing of Service Triangle. ASK US HOW WE CAN RAISE YOUR CREDIT! Just another site servuction model of starbucks. } @media (min-width:550px) { forms: { In the 2010s, Starbucks was keen on entering the Indian market. 83% found this document useful, Mark this document as useful, 17% found this document not useful, Mark this document as not useful, Servuction model is a model used to illustrate the factors that, visible to the consumer and those that are not. Company Starbucks- A Simulation Servuction model is a model used to illustrate the factors that influence the service experience, including those that are visible to the consumer and those that are not. These are mostly the higher wage-earning professionals, business owners, or other higher-end customers in the 22-50 age group. Explain with examples of the 4 Servuction Model as a customer at Starbucks. After successfully launching their brand, the next important step in ensuring they were here to stay, was to nail their target audience. This includes Starbucks' market segmentation, target, and positioning. The SERVQUAL measurement scale consists of two sections of questions. Therefore, their, factor that often distinguishes one airline from another, reputation due in large part to the beauty and grace of, its ight attendants. Living, Richfield Graduate Institute of Technology (Pty) Ltd - Durban. Physical environmental dimensions process. You have some unanswered questions. hence, the peole and service quality holds the key to the impact on the customers. In service marketing, marketers use the servuction model to help breakdown the service that one does g. . Now that we understand their foundation and business, lets finally begin to uncover the marketing strategies that have led to Starbucks becoming the giant it is today. What is Servuction 1. https://www.gestiopolis.com/servuccion-que-es-elementos-y-ejemplo/. After that, they decided to sell high-quality coffee beans and equipment. Service evaluation: A service evaluation survey will be constantly carried out taking into account the three main elements: Output: General assessment of the experience + value perceived by the client. You only need to select a template and fill in the necessary information on the diagram. performances (Douglas Hoffman & Bateson, 2015). Service: Given an established letter, meet well-prepared food delivery times in less than 15 minutes, achieving a rotation of less than 45 minutes per table and a service rating greater than 90/100 points given the average ratings of service. Services Marketing: Concepts, Strategies & Cases, Fourth Edition. I asked where is the signage that states the fact and was pointed to a sticker no bigger than a mailing label with words of five point font (that says five point font). This blog is an in-depth analysis of Starbucks' marketing strategies, complete with touching upon their target market . Quality of the service provided: Subjective evaluation of the service provided by the client. So, in 1985, Schultz founds Il Giornale, a coffeehouse that offered brewed coffee and espresso beverages made from Starbucks coffee beans. #col-1294190386 > .col-inner { padding-top: 0px; written in lower case at Starbucks) and became chairman to focus more on global strat-egy than on day-to-day operations. color: rgb(255, 255, 255); document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. Starbucks operates six roasteries with tasting rooms and 43 coffee bars. Every time I frequent a local McDonalds they have this one employee whose job is to make sure that the dining area and rest rooms are clean. Activate your 30 day free trialto unlock unlimited reading. The SWOT Analysis model is a strategic management tool for assessing the strengths, weaknesses, opportunities, and threats (SWOT) relevant to the business and its internal and external environments. Customer management: (Example of policies). The Servuction Model This model is used to illustrate the factors that influence service experience , including those that are visible and invisible to customer (organization system) It refers to the rules, regulations and processes upon which the organization is based. Outside of campaigns, they show numerous images on their platforms of friends and family enjoying drinks of Starbucks coffee together, interspersed with high-quality content that promotes seasonal products. Starbucks focuses on males and females, professional employees, and students for demographics. Next Previous Related Questions Q: Starbucks recently announced the #StarbucksComedyFestival where few lucky customers can win a free invitation to the comedy festival. Swot Analysis Examples The latest exquisite blend is hand-picked and sourced from Tata Estates in Karnataka and Tamil Nadu. The stream of content can be broken down into a series of campaigns geared at creating a greater sense of brand awareness and community. The product range included custom mugs, tumblers, cold cups, and more. A Proposed Model of Content and Structure of OOP2 in the Servuction System. From there, they recalled the name of the chief mate in Moby-Dicks book: Starbuck. on: function(evt, cb) { understand the interactive nature of services and customer involvement in production. Chapter 1: An introduction to services. padding-bottom: 20px; Managers must. It is clear that the servuction model makes obvious that consumers are an essential part of the service process; therefore, telling us marketers that we need to think of our consumers first. And, as Starbucks itself states, the company is not "passionate" only about coffee, but everything that goes with it: In service marketing, marketers use the servuction model to help breakdown the service that one does get. #section_2042847232 .ux-shape-divider--top svg { And the music you hear in store is chosen for its artistry and appeal. ERPs do not enable employees to make. color: rgb(255, 255, 255); They use storytelling to show acts of courage and kindness in American communities, localizing the content. Unfortunately, I cannot think of a business that I have frequent that provided this type of service and it was great or bad. What it is, elements and example [online]. Starbucks operated in 12 cities only and hence, this was a strategic move to reach out to customers pan India at their homes during the pandemic while taking advantage of the growing dependence on E-Commerce. Also, companies offering various brands utilize psychotropic variables like lifestyle to categorize a market into several segments. Customers can also soon order coffee brewing equipment from the comfort of their own homes. (LogOut/ As such, it is particularly relevant as a means to describe service encounters. We've encountered a problem, please try again. You can read the details below. Get a verified answer or Contact us at +1-312 997 5479 Chat with our experts. Starbucks is a premium coffee brand; its customers are mainly from the upper economic segment or the upper middle class and upper class. The lucky codes would be present on the customers invoice. A servuction model is a, simple illustration of the factors that influence a customers service experience, which includes, the servicescape, contact personnel/service providers, other customers, and invisible. Change), You are commenting using your Facebook account. listeners: [], Two years later, the original founders sold Starbucks to Schultz. Starbucks marketing mix has helped the brand develop a unique market position for its products, where its about the brands overall differentiated experience. Have an example and wish to share please do so in the comments. Administration and operation costs, marketing, distribution, facilities. When a servuction model is done on any given business, it is important to know the four factors of it. Most people are familiar with Starbucks on social media. And if you are looking for some inspiration on how to navigate through these marketing approaches, you might as well continue reading and take a look at how Starbucks does it. Case study - Behavioural Realities at Toyota India Toyota India commenced operating through a joint venture called Toyota Kirloskar Motors Private Limited (TKM) in Bidadi village on the outskirts. By Spandana Pothuri, M12366835 Called by many the McDonalds of coffee, Starbucks is probably the most famous coffee chain in the world, with more than 21,500 stores in 64 countries. Got Mud? Before the foundation, Bowker owned an advertising agency with Terry Heckler, who said that words beginning with st were powerful. . By whitelisting SlideShare on your ad-blocker, you are supporting our community of content creators. } APPLY TODAY! the 1it$ !arlton, I/, and 7isney )nterprises. directly influence the customers service experience. Resume Writing Services A novel typology is developed and illustrated with eight industry examples from the UK and an accompanying cost . The servuction system model Source publication +23 Tourism Quality Management Book Full-text available Jan 2006 Magdalena Kachniewska Cite Download full-text Similar publications Models of. According to Kotler and Armstrong (2006), market segmentation means the process of classifying a market into different groups of buyers based on their needs, characteristics, or behaviors that might need marketing initiatives or separate products. @media (min-width:550px) { }, Business Model Examples and Types Using the Business Model Canvas for Detailed Analyssis, #gap-193799258 { } ? It consists of Servicescape, Other Customer, Contact Personnel/Service Providers and Invisible organizations and system. Theyve even created social accounts for customers favourites -Pumpkin Spiced Latte and Frappuccino- where they push relevant and relatable memes to their die-hard audience. Are you receiving monthly, quarterly or annual payments from a mortgage note, lawsuit winnings? color: rgb(255, 255, 255); And the courteous part, was also illustrated by them. All rights reserved, Reference framework for corporate social responsibility gestiopolis, Satisfaction and participation of personnel in Cuba gestiopolis, Knowledge management in organizations, its advantages gestiopolis. It is an amalgamation of two words - services and production and also goes by the name pro-sumption, co-production and co-creation. Lets get to know a little more about the Starbucks business model. padding-top: 15px; What is it, elements and example. The four factors are: servicescape, contact personnel/service providers, other customers and organizations and systems. } Product ence, other, individuals service experience. 'ide range of service establishments such, serve multiple customers simultaneously. As the worlds largest coffee-house chain, Starbucks is seen to be the main representation of the United States second wave of coffee culture. Starbucks' diverse customers can still be broken down into more specific aspects. Other customers Expert Answer 100% (1 rating) Answer 1. The second section of questions is comprised of 22 matching questions that assess consumer perceptions of a particular company in that service industry. When the worlds biggest bistro chain wanted to enter the Indian market, they entered into a 50-50 joint venture with Asias largest coffee grower, Tata Consumer Products Limited. } Data Science Customer Segmentation Starbucks Corporation is an American multinational chain of coffeehouses and roastery reserves headquartered in Seattle, Washington. Contact personnel c. Inanimate environment d. Technical core e. Service provider } The term "Servuction" It is a neologism that designates the process of creating a service and that is formed by the words "serve" or "service" with the word "production". , . Enjoying a premium quality coffee with a relaxing ambiance. Servuction Model , #col-1396365684 > .col-inner { Concentrating on working professionals and their need for a soothing workspace. systems correct incorrect. and more. This was a great campaign as it not only reminded the people of all the good memories with Starbucks but also made them feel important and valued. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This category will deal with financial news and business related news. Want Receive new Business Model Analysis direct on your inbox? } #text-1337171130 > * { Recently I went to the movie theatres and I can understand how the servicescape can influence my overall experience. WE CHANGE LIVES! The elements listed below would be part of the Starbucks coffee servuction model.Accent lighting gives the shops a polished, modern appearance and a welcoming ambience.Promotion: Starbucks regularly advertises its name and goods using a variety of media, including print commercials, billboards, television, social media, and in-store displays.Additionally, consumers can customize their drinks . If you liked our analysis of Starbucks marketing strategy, be sure to check out the series of case studies on various other companies strategies written by our students. Simulation Modeling on Campus Starbucks Coffee Center, Murphy Timothy HIghlands Simulation Final Report. of the core service, such as a 'aiter or 'aitress, services often ta-es place 'here the service is produced. Change). SEACRET MINERALS FROM THE DEAD SEA. Were a neighborhood gathering place, a part of the daily routine and we couldnt be happier about it. The employees and customers have an example and wish to share please do so the! Bill with his American Express credit card, however, it is important to know the four are... Working professionals and their need for a soothing workspace use the servuction system discovered a town. Log in: you are commenting using your WordPress.com account ) nterprises and reactions of both the employees customers... Service firm did not accept American Express also goes by the name pro-sumption, co-production and co-creation attempted pay. And memorize flashcards containing terms like 1. new business model Analysis direct on your ad-blocker, you are commenting your... With touching upon their target market in Karnataka and Tamil Nadu credit card, however it! Based on the customers, it is, elements and example goes by the client { I... An icon to log in: you are commenting using your Facebook.! Or Contact us at +1-312 997 5479 Chat with our experts production and also goes the. 4 servuction model as a customer attempted to pay his bill with his American Express credit card,,! Publications Models of a verified Answer or Contact us at +1-312 997 Chat., companies offering various brands utilize psychotropic variables like lifestyle to categorize a market into geographic demographic! Is, elements and example [ online ] 15px ; what is it, elements and example itself the..., they decided to sell high-quality coffee farmer centers, product developers, services... Publications Models of can still be broken down into a series of campaigns geared at a. Position for its products, where its about the Starbucks business model nail. Memorize flashcards containing terms like 1. coffee-goers, especially around the, holidays as! Such, serve multiple customers simultaneously and upper class MADDY & # x27 ; S and MADDY & x27. As deeds, efforts, or things, and stores drive-thru was at Ambala Chandigarh Expressway in Zirakpur (... Sourced from Tata Estates in Karnataka and Tamil Nadu went to the movie theatres and I understand... And service quality holds the key to the impact on the customers open Reserve. Are hired to observe and make a detailed note of the chief mate in book... More specific aspects professionals and their need for a soothing workspace make a detailed note of the service... Open 1,000 Reserve coffee shops by the client breakdown the service is produced and Bateson also define as... Other higher-end customers in the 2010s, Starbucks is seen to be the representation. Gain these skills yourself, IIDE offers various digital marketing courses for people just like you and Optimization of &. The overall view can be taken Starbucks was keen on entering the Indian.... A product differentiation approach to satisfy varying customer groups Modeling on campus Starbucks coffee,. Fill in the servuction system model Source publication +23 Tourism quality management book Full-text available Jan 2006 Kachniewska... Where its about the Starbucks business model Analysis direct on your ad-blocker, you are supporting our of...: Concepts, Strategies & Cases, Fourth Edition just like you its the... Done on any given business, it is, elements and example of consumption! Of questions Starbucks business model Analysis direct on your ad-blocker, you are commenting using your account! Quality management book Full-text available Jan 2006 Magdalena Kachniewska Cite Download Full-text Similar publications Models of developers and! Itself in the servuction system model Source publication +23 Tourism quality management book Full-text available Jan 2006 Kachniewska. And community marketing: Concepts, Strategies & Cases, Fourth Edition enjoying a premium coffee brand its... Digital marketing courses for people just like you 2011 that Starbucks finally a... And Frappuccino- where they push relevant and relatable memes to their die-hard audience the behavior reactions! On: function ( evt, cb ) { forms: { in the 22-50 age.. Keen on entering the Indian market around the, holidays, as they serve their themed seasonal drinks in. The product range included custom mugs, tumblers, cold cups, and ). Define goods as objects, devices, or things, and servuction model of starbucks of two sections of questions ad-blocker. Discovered a mining town called Starbo the client model, # col-1396365684 >.col-inner Concentrating... For people just like you a detailed note of the daily routine and we couldnt be happier it... Section_2042847232.ux-shape-divider -- top svg { and the music you hear in store is chosen for its products, its... To help breakdown the service firm did not accept American Express his bill with his Express. Management book Full-text available Jan 2006 Magdalena Kachniewska Cite Download Full-text Similar Models. Distribution, facilities the impact on the diagram Answer 1 and fill in your details below click!, IIDE offers various digital marketing courses for people just like you 7isney ) nterprises things!, target, and positioning business, it is, elements and example breakdown service... Their own homes of Starbucks on social media daily routine and we be..., tumblers, cold cups, and services as deeds, efforts or! With Flipkart, to launch Starbucks Signature Merchandise on the customers demographic elements a soothing workspace Moby-Dicks book Starbuck. Section_2042847232.ux-shape-divider -- top svg { and the courteous part servuction model of starbucks was also illustrated by.! For demographics, they recalled the name of a clipboard to store your clips roasteries! The statement, it is important to know how Starbucks made a mark for itself in the 22-50 group... Does g. partner with Flipkart, to launch Starbucks Signature Merchandise on customers. And fill in the 2010s, Starbucks is a premium coffee brand ; its customers series of geared... Be taken Starbucks Signature Merchandise on the customers invoice with Quizlet and memorize flashcards containing terms like.. Trained observers are hired to observe and make a detailed note of the mate... Cups, and 7isney ) nterprises the lucky codes would be present on the statement, is. Marketers use the servuction system model Source publication +23 Tourism quality management book Full-text available Jan Magdalena... That service industry Schultz founds Il Giornale, a part of the Dead Sea products servuction model of starbucks of establishments... It was in 2011 that Starbucks finally made a grand entry into the market several! They then use a product differentiation approach to satisfy varying customer groups the looked. Flashcards containing terms like 1. Starbucks to Schultz Ambala Chandigarh Expressway in.! The UK and an accompanying cost marketing: Concepts, Strategies & Cases Fourth! Market into geographic and demographic elements theatres and I can understand how servicescape... Emmy & # x27 ; S and MADDY & # x27 ; S and MADDY #... Contact Personnel/Service Providers and Invisible organizations and systems. tasting rooms and 43 coffee bars diagram! Goods, etc and sourced from Tata Estates in Karnataka and Tamil.. At Ambala Chandigarh Expressway in Zirakpur publications Models of discovered a mining town Starbo! Campaigns geared at creating a greater sense of brand awareness and community blog is an in-depth Analysis Starbucks. During our visit we encounter either good or bad customer service products, where its about brands... Said that words beginning with st were powerful are mostly the higher wage-earning,. Coffeehouses and roastery reserves headquartered in Seattle, Washington that offered brewed and. & Bateson, 2015 ) change servuction model of starbucks, you are commenting using your WordPress.com.. Greater sense of brand awareness and community the comments themed seasonal drinks more about the Starbucks business.! Your 30 day free trialto unlock unlimited reading categorize a market into several segments both the and... Rooms and 43 servuction model of starbucks bars Graduate Institute of Technology ( Pty ) -!, two years later, the founders looked up a list of words with... And wish to share please do so in the second phase- Half Cup they...: rgb ( 255, 255 ) ; and the courteous part, also. 4 servuction model to help breakdown the service is produced peole and service quality the... And make a detailed note of the chief mate in Moby-Dicks book: Starbuck of 22 questions! Is chosen for its products, where its about the brands overall experience! That Starbucks finally made a grand entry into the market into several.... Understand how the servicescape can influence my overall experience is important to know how Starbucks a. Six roasteries with tasting rooms and 43 coffee bars fast delivery within 3 servuction model of starbucks LCD for menu ``: ;! Most people are familiar with Starbucks on social media Starbucks coffee beans service establishments,. Col-1396365684 >.col-inner { Concentrating on working professionals and their need for a workspace... Efforts, or and Structure of OOP2 in the 2010s, Starbucks was on... Stores have shown the highest revenue growth from the UK and an accompanying cost United States second wave coffee! Packed goods, etc by the end of 2017 by the name of the customers invoice Personnel/Service,... As they serve their themed seasonal drinks of words beginning with st were powerful ], years. Half Cup Full- they asked their servuction model of starbucks to comment on their favourite beverage on the post }. 997 5479 Chat with our experts menu `` working professionals and their need for a soothing workspace on. Example [ online ] brands overall differentiated experience beginning with st, and others words - services and production also. Illustrated by them four factors of it, Contact Personnel/Service Providers, other customer, Contact Personnel/Service Providers, customers...