Step 1. Choose a company that provides services to end users. This can be from the automotive industry (the service side), personal care, theatre, education, the travel industry, and the like. Consider the various services that the business or company offers to consumers and create your own services continuum. Step 2. Choose a company that provides services to other businesses. Examples include consulting firms, banks (from the B2B perspective), printing or document services, and law firms (again from the B2B perspective). Consider the various services that the business or company offers to businesses and create your own services continuum. Step 3. Compare and contrast your two continuums. Identify areas that they have in common and areas in which they are different. Include an explanation of what "services continuum" means in your own words.

The term "service continuum" is often used in the context of "servitization." This is the notion that even companies that sell tangible goods increasingly earn most of their profits by selling supporting or related services. Thus to increase profits, many companies pursue a "service transformation" in which their strategic focus shifts from selling things to selling outcomes.
One example of a consumer company that is making the service transition is Amazon. It has moved from selling books to increasingly selling services such as Alexa and other smart home devices tied into a Prime subscription model. A particularly interesting service is PillPack, an Amazon company that distinguishes itself from other online pharmacies by organizing pills in convenient daily packets labeled with instructions for patients, providing a service rather than just a box of pills.
A business-to-business example is Rolls-Royce's aircraft engine business. While in the past it sold engines, now it mainly rents engines and offers a package of engine rental and servicing.
The business-to-business application is a more advanced one in the servitization continuum, as retail still inevitably involves selling physical objects. One can't precisely lease out a set of medications. However, in both cases, profitability is tied increasingly to services rather than goods, and where tangible goods are being sold, they are enhanced by associated service offerings.

An example of a customer service–oriented company would be an airline, such as Southwest. They offer a range of services for travel. On a continuum of goods and relevant services, they offer a few goods (gift cards, drinks, and food), while offering a wide array of services (flights, hotel and car booking, customer service, no-fee canceling, etc.).
For a B2B company, such as financial service company Deloitte, the service offerings are much different (investment management, portfolio research, tax services, marketing consulting, and more).
Clearly, these two offerings are very different, and they can be understood easily by the end user. A consumer-oriented business usually tries to promote ease of use, luxury, and comfort (no-fee cancellation, upscale hotels, and comfortable flying experiences), while the B2B company offers data- and results-oriented services, with less flash but a much greater financial impact (portfolio analysis, marketing consulting, etc.).

The goods-services continuum is the range of goods and services that a company provides to consumers. For example, you might choose an automotive repair shop or a related business for step 1. This type of company provides car repair work and car maintenance to consumers. These are services. In addition, this type of business provides goods to consumers in the form of car parts that are necessary to fix cars. This type of business bills both for its services (usually priced on an hourly basis) and its goods (the cost of the parts). Therefore, this type of business is somewhere on the middle of the goods/services continuum, as it provides both goods and services. Another type of business you might consider in step 1 is a hair salon. This type of business provides mainly services (hair cuts, hair styling, hair coloring, etc.), but it could also provide goods in the form of shampoos, conditioners, gels, and so on. Therefore, this type of business is more skewed towards services on the goods/services continuum. 
In step 2, you can consider different types of business-to-business firms. For example, law firms only provide services to companies, such as tax consultation or employment-related legal consultations. Law firms do not provide goods to companies. You can consider the types of services that you would like a business-to-business firm to offer to consumers. 
The companies in step 1 provide both goods and services to consumers, while many (but not all) business-to-business companies such as law firms or accountants (who work with businesses) provide only services. The market for business-to-business services is more specialized, and though there are fewer potential customers for these types of services, these types of business-to-business firms often charge more than businesses that offer services directly to consumers. The service continuum goes from a company that sells only goods on one side of the continuum (such as, for example, a company that makes toys) to companies that only offer services (such as legal advice) on the service side of the continuum. Companies in the middle of the continuum offer both goods and services to different degrees.