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6.the Servuction Model

6.the Servuction Model



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Services marketing – 4th Sem -
Services marketing – 4th Sem -

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Published by: MAHENDRA SHIVAJI DHENAK on May 27, 2010
Copyright:Attribution Non-commercial


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THE SERVUCTION MODEL (Hoffman & Bateson)
This model used to illustrate factors that influence service experience, including thosethat are visible and invisible to consumer.Invisible component consists of invisible organizations and systems. It refers to therules, regulations and processes upon which the organization is based. Although theyare invisible to the customers, they have a very profound effect on the consumersservice 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 incompleting is tasks, such as furnishing and business equipment. All non-livingfeatures 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 throughservice experience and customer B : Other customers who are part of Customers A’sexperience.Servuction model demonstrates consumers are an integral part of service process. TheSlevel of participation may be active or passive, but always there. Managers mustunderstand the interactive nature of services and customer involvement in production process. The four components of the servuction model combine to create the experiencefor the consumer and it is the experience that creates the bundle of benefits for theconsumer.
A model to illustrate the factors influencing the service experience
Includes those factors that are visible to the customer and those that are not
Visible component is of three parts: inanimate environment, contact personnel /service providers and other customers
Invisible component consists of the invisible organisation and the systems
Demonstrates that consumers are an integral part of the service process, througheither active or passive participation
All non-living features present in the service encounter 
Create tangibility in intangible service parameters
Consumers look for tangible cues surrounding the service on which to base their service performance evaluation
Furniture, flooring, lighting, music, carpets, stationery, clothes worn by service providers
Contact personnel: employees other than the service provider briefly interactingwith the customer (parking attendant, receptionist, telephone operator, floor manager)
Service providers: primary service providers (waiters, dentist, painter)
Could be at service provider’s location or at consumer’s location
Whether the service is provided at the provider’s location or the customer’slocation, the impact of the service is huge
Consumption of services are called as “Shared Experiences” since they oftenoccur in the presence of other customers

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