In an effort to demonstrate the effectiveness and importance of
supplementary services, Lovelock and many other researchers have
developed models as guides for marketers. Lovelock’s (1996) ‘‘Flower
of Service’’ model suggests that value can be added to a core
service by adding one or more of the following eight clusters: Information,
Order-taking, Safekeeping: Looking After the Customer’s
Possessions, Billing, Consultation, Hospitality: Taking Care of the
Customers, Expectations, and Payments. Each cluster represents a set
of supplementary services, which is capable of adding value to the
core service. Most of the Lovelock’s (1996) clusters are applicable to
the tourism industry.