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SERVUCTION MODEL
This model used to illustrate factors that influence service experience, including those
that are visible and invisible to consumer.
Invisible component consists of invisible organizations and systems. It refers to the
rules, regulations and processes upon which the organization is based. Although they
are invisible to the customers, they have a very profound effect on the consumers
service experience.
Visible part consists of 3 parts: Serviscape (inanimate environment), contact
personnel/service providers, and other consumers.
Servicescape- It refers to the use of physical evidence to design service environments.
It consists of ambient conditionssuch as music, inanimate objects that assist the frm in
completing is tasks, such as furnishing and business equipment. All non-living
features present during service encounter. Contact personnel: :Employees other than
primary providers that interact with consumer.
Service Provider: Primary provider of core service, such as dentist, physician or
instructor.
Other Customers- Customer A : Recipient of bundle of benefits created through
service experience and customer B : Other customers who are part of Customers A’s
experience.
Servuction model demonstrates consumers are an integral part of service process. The
Slevel of participation may be active or passive, but always there. Managers must
understand the interactive nature of services and customer involvement in production
process. The four components of the servuction model combine to create the experience
for the consumer and it is the experience that creates the bundle of benefits for the
consumer.
A model to illustrate the factors influencing the service experience
Includes those factors that are visible to the customer and those that are not
Demonstrates that consumers are an integral part of the service process, through
either active or passive participation
Consumers look for tangible cues surrounding the service on which to base their
service performance evaluation
Contact personnel: employees other than the service provider briefly interacting
with the customer (parking attendant, receptionist, telephone operator, floor
manager)
OTHER CUSTOMERS:
The invisible components reflect the rules, regulations and processes of the
organisation