The Servuction Model

This model is used to illustrate the factors that influence service experience ,
including those that are visible and invisible to customer (organization system)
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 person
nel/service providers, and other consumers.
Service scape- It refers to the use of physical evidence to design service
environments. It consists of ambient conditions such as music, inanimate objects
that assist the frm
incompleting is tasks, such as furnishing and business equipment. All nonlivingfeatures 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 instr
uctor.
Other Customers- Customer A : Recipient of bundle of benefits created throughservi
ce experience and customer B : Other customers who are part of Customers
Asexperience.
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.
Molecular Model:

Molecular model is a conceptual Model of the relationship between tangible and

intangible
Components of a firms operation. One of the primary benefits obtained from
developing a
Molecular model is that it is a management tool that offers the opportunity to
visualize the firms
Entire bundle of benefits that its product offers to the customer.