Traditionally, service in an agricultural or manufacturing economy was largely equated with 'courtesy'. It was largely considered 'bad manners' and 'uncivilized' to charge for such support. These three modules make up what is known as the ' integrated offer' . It is for this offer that the client, consumer or customer parts with their money. The three parts of the offer are very different in the way that the customer experiences them.
Service is different.
In general, service is consumed at the same time as it is produced. A restaurant meal is finished at the same time as it is paid for. A help desk call ends when the solution is found. Unlike goods which can continue to provide utility and value to the customer long after purchase, with service all that lingers after the receipt of the service is the memory of the service. The memory of the service is a crucial part of the third module of the offering, the aura.