Servuction Model

Servuction Model Servuction model is a model used to illustrate the factors that inuen inuence ce the servic service e exper experien ience, ce, includ including ing those those that that are are visible to the consumer and those that are not. In general this model consists of four factors that directly inuenc ence customers’ service experiences: experiences: ▪ ▪ ▪ ▪

 The Servicescape (visible (visible !ontact personnel"service providers (visible #ther customers (visible #rgani$ations #rgani$ations and systems (invisible

 The %rst three factors of the servuction model are plainly visible to customers. In contrast, organi$ations and systems, althou although gh profo profound undly ly impact impacting ing the custom customer’s er’s exper experien ience, ce, are typically invisible to the customer &. The servuction model can be presented in the follo'ing %gure:

Other Customers

 

Servicescape

Customer

Invisible Organizations and Systems

Contact Personnel/ Service Providers

Source: dapted from ). *angeard, +. ateson, !. *oveloc-, and . )iglier, /ar-eting /ar-eting of Services: 0e' Insights from !onsumers and /anagers, 1eport 1eport 0o 2&3&45, (!ambridge, /: /ar-eting Sciences Institute, &62&.

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Servicescape It refer efers s to the the us use e of phys physic ical al evid eviden ence ce to desi design gn servi ervice ce env environ ironm ments ents.. 7ue to the the in inta tan ngi gibi bili litty of  services, customers often have trouble evaluating the

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F u n d a m e n t a ls

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S e r v i c e

M a r k e t in g

help them from their evaluations. ence, the servicescape consists of follo'ing factors: a. Ambient Conditions:  such as room temperature and music; b. Inanimate Objects: that assist the %rm in completing its tas-s, such as furnishings and business e8uipment; and c. Other Physical Evidence:  such as signs, symbols, and personal artifacts such as family pictures and personal collections.  The use of physical evidence varies by the type of  service %rm. Service %rms such as hospitals, resorts, and childcare centers often use physical evidence extensively as they design facilities and other tangibles associated 'ith the service. In contrast, service operations such as express mail drop3o< locations use limited physical evidence. 1egardless of the variation in usage, all service %rms need to recogni$e the importance of managing the servicescape, because of  its role in: = ac-aging the service = >acilitating the service delivery process = Sociali$ing customers and employees = 7i