The document discusses three frameworks for conceptualizing the customer's service experience:
1) The Services Marketing Mix framework adds three new Ps - Participants, Physical Evidence, and Process - to the traditional 4 Ps marketing mix.
2) The Servuction Framework views service delivery as a system with visible (environment, personnel, customers) and invisible (back-office functions) elements.
3) The Services Theater Framework views service as a performance with Actors (employees), a Setting (environment), and an Audience (customers), supported by backstage functions.