Assignment

On
Molecular and Servuction Model
Service Marketing
Submitted To
Mr. S S M Sadrul Huda
Assistant Professor
Master of Business Administration
Department
East West University
Submitted By
Md Yeahyea Kabir
ID#2012-1-95-065

Molecular Model

A molecular model is a pictorial representation of the relationship between the tangible and
intangible clement of a firms operation. The main objective to develop a molecular model is that
we can visualize the entire bundle of benefits of a farm. The molecular model for Textile
Company and Brac Bank is given below.

Tangible

Intangible

Textile Company: Fabric is very necessary product. People are purchasing fabrics frequently
based on different factors. There are some tangible and intangible factors that influence a
customer to purchase are given below

Dress design
Post buying service
showroom environment
location of sale center
sales person knowledge
Online order
Efficiency of service
Peoples reference

The Molecular Model of Fabrics

Distribution
Price

Fabrics design
Post buying service
Online order

Fabrics
Location of
sales center
Efficiency of
service

Showroom
environment

Market
positioning

Brac Bank: Brac Bank is a financial intermediary that accepts deposits and channels those
deposits into lending activities, either directly by loan or indirectly through capital markets. Its a
popular name in banking sector. There are some tangible and intangible factors that influence a
customer to take service from a bank, given below

Interest Rate
Security of money
location of Branches
ATM service
Credit/ Debit card facility
Employees service
Branch environment
Efficiency of service
Internet Banking

The Molecular Model of Brac Bank

Distribution
Brac Bank

Price

Internet
Banking

Security of
money

Interest Rate
Employee service

ATM service
Bank environment

Credit/ Debit card

facility
Efficiency of
service
Handling
customers deposits

Market
positioning

Servuction model of Brac Bank Limited

Servuction model:
Servuction model refers to a model used to illustrate the factors that influence the service
experience, including those which are visible to the customer and those that are not. This report
is based on the experience of Brac Bank Limited. Our servuction cosmists of four elements that
directly influenced our service experience:
1.
2.
3.
4.

Service scape
Contract personnel/ service providers
Other customers
Organization and system

service scape

Other
customers

servuction
model

contact
personnel/s
ervice
providers

invisible
organization
and systems

Fig: Servuction Model

1. Servicescape:
The term services cape refers to the use of physical evidence to design service environment.
Services cape surrounds the service that helps the customers to determine the quality of service.
Brac Bank Gulshan Branch has a huge space for both cash management and non-cash

management. It has a deposit machine, ATM machine inside the bank. An automated queue
system maintains the customers. Several customer services also facilitate the customers.

2. Contact personnel:
Contact personnel means employees other than the primary service providers who actively
interact with the customers. As a financial institute core service is to provide better cash and noncash management system. Bank employees are expected to provide prompt service to customers.
Brac Bank Gulshan brach has several counters to facilitate the prompt service to the customers. .
3. Invisible organization and systems:
Invisible organization and systems refer the part of the organization that reflects the rules,
regulation and processes upon which the organization is based. Every service organization has
some rules, regulation and processes through which it is operating. According to the rules of
Bangladesh Bank and also Brac Bank rules this bank is operated.

4. Other Customers:
Other customers mean the presence of the people who also come to experience service and who
has experienced service in the service organization in the past besides individual customers.
These people have a profound impact on the individuals service experience. Brac Bank
employees behavior, services, excellences defines other customers.