Lovelock and Wirtz (2011) underline the need of service marketers to maintain a holistic view of the entire performance they want their customers to experience; they indicate that the value proposition must integrate three essential components.Which component supplies the central, problem-solving benefit that customers seek?

Question

Quizplus · Accepted Answer

The central, problem-solving benefit that customers seek is provided by the core product, which is the main offering of the service. Supplementary services, delivery processes, and sustaining processes are all important components of the overall service experience, but they do not supply the central benefit that customers are seeking.

Lovelock and Wirtz (2011) Underline the Need of Service Marketers