Molecular Model & Servuction Model of a University

Molecular Model & Servuction Model of a University

Servuction

Model: Servuction model is

used to illustrate factors that influence service

experience, including those that are visible and invisible to consumer. It consists of  Servicescape, Other Customer, Contact Personnel/ Service Providers and Invisible organizations and system. Other

Servicescape

Customer Servuction Model Contact

Invisible

Personnel/Service

organization

Providers

and system

Here we will depict the servuction model of a of  a University.

1. Servicescape: It refers to the use of  physical evidence to design service environments. It includes all non‐living features present during service encountered. It consists of  ambient conditions such as music, inanimate objects that assist the form in completing is tasks, such as furnishing and business equipment. For a University, the servicescape will be the library, computer laboratories, campus, academic buildings, cafeteria etc.

2. Contact Personnel/Service Providers: Contact personnel are employees other than primary providers that interact with consumer. In the case of University of  University they would be the personnel at the admission, accounts, registrar office, department assistants even the messengers. Service Providers are the primary provider of  core service, such as dentist, physician or instructor. In the case University, they would be the faculty members.

3. Other Customer: Other customers who are part of  original customer’s experience. They can have a profound effect on the total evaluation of the of  the service. In the case of University, of  University, the manners, outfits, culture and the gestures of the of  the current students of the of  the University will be other customer.

4. 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 consumer’s service experience. A University’s procedure of  compensating the staffs, the procedure of  accounts, credit transferring policy, the process of managing of  managing the logistics are often invisible to the customers. So these are called the invisible organizations and systems. Servuction model demonstrates consumers are an integral part of  service process. The level 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 of  the servuction model combine to create the experience for the consumer and it is the experience that creates the bundle of benefits of  benefits for the consumer. Likewise, in case of  a University, these four determinants helps one perspective customer to “taste” or “feel” the services provided.

Molecular Model: Molecular model is a conceptual model of the of  the relationship between tangible and intangible components of  a firm’s 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 firm’s entire bundle of benefits of  benefits that its product offers to the customer. The molecular model for a University is shown below.

University

Market Positioning Campus Computer Facilities

Distribution Price

Library

Library

Computers

Service

Education

Faculty Members

Financial Assistance

Cafeteria Service

Foods & Drinks

Key Tangible Elements

Intangible Elements