Service products, like other tangible products, also emphasize the need for products to meet different consumer needs. Consumer demand can be transformed into specific product features and specifications in tangible products, and these product features and specifications are also the basis for product production, product improvement, and product marketing. But these specific specifications are like castles in the air for service products. Therefore, service enterprises need to clarify the essence of "service products" or "service philosophy".

According to J. Heskett, any service concept must be able to answer the following questions:

The concept of "whole case reading" service

What are the important components of the services provided by service enterprises; How do target segmentation markets, overall markets, employees, and other personnel perceive these elements; The role of service philosophy in service design, service delivery, and service marketing. When defining the service concept, the following aspects need to be considered: services are ultimately provided by employees, especially those who interact with consumers. Therefore, the service concept of service enterprises should not only meet the needs of consumers, but also meet the needs of employees. From this perspective, the service philosophy must include a set of universal values that are unanimously agreed upon by the majority of employees.

When defining the service concept, service enterprises also need to make the following efforts in service design, service delivery, and service marketing: ensuring sufficient supply of goods, ensuring a wide variety of goods, hiring competent employees, and choosing store locations in convenient transportation areas.

Many companies include content such as "improving employee self-esteem, enhancing employee satisfaction, accelerating self-development, and improving service flexibility" when defining their service philosophy. When service companies require employees to increase their level of respect for consumers, they first require employees to enhance their self-esteem and increase their sense of job satisfaction. Therefore, when defining service concepts, service enterprises must particularly consider the requirements of service concepts for employee skills and personality.

When defining service concepts, service enterprises must maintain consistency between the front-end and back-end of the service system. Simply considering the needs of the front-end while ignoring the service concept required by the back-end is not a successful concept; Vice versa.

In addition to the above factors, the service concept should also be able to clearly express what standards of service the service enterprise needs employees to provide and what standards of service consumers can expect to receive.