Service Concept

Faqar Saadoun Hassan
Asst. Lect. Haider Diaa Salman

The American Society defined it as “the activities or benefits that are offered for sale, or that are offered in connection with a specific commodity” (Al-Damour, 2004: 17)

Adrain Palmer defined the service as “the process of producing a primarily intangible benefit, either in itself or as an essential element of a tangible product whereby a specific need or desire of the customer is satisfied through any form of exchange” (Al-Taie, 2009: 24)

Donald Cowell defined it as: those completely separate units, but they represent intangible activities to achieve satisfaction and satisfy the needs of the individual, but it is not necessary for their sale to be continuous or their use to result from the use of material assets” (Al-Bakri, 2006: 217)

Hospitality: The Oxford Dictionary defined hospitality as the process of receiving visitors or guests or foreigners and entertaining them and giving them freedom and a sense of affection.

As a term, hospitality means serving the guest and represents a series of activities Related to meeting the desires of a group of guests by fulfilling their requests, which usually begin with the use of (reservation request) or purchase order from them, and ends with the process of delivering the required products, services or materials (Madi and Ismail, 60:2000), and that the service in the hospitality industry mainly depends on the human touch in order to meet multiple needs and desires, activities that achieve benefit for the guest or customer that are not necessarily related to the sale of another commodity or service. (Wilson and Clutter, 131:1996)