Servuction Model

Servuction System Model

• The production process of services has been called the
“servuction” process (Eiglier and Langeard, 1977)
• It refers to the simultaneous production and consumption of
services.
• The customer is present when the service is produced
• The customer plays a role in the servuction and the delivery
process
• Customers interact with one another during the servuction
process and may be affected (positively or negatively) by this
interaction
Servuction Framework (Hoffman & Bateson)
factors that influence the service experience
• The servuction model consists of four
factors that directly influence customers’
service experiences:

• 1. The Servicescape (visible)

• 2. Contact personnel/service providers
(visible)
• 3. Other customers (visible)
• 4. Organizations and systems (invisible)
 Servuction Model

Other
Customer Servicescape

Customer

Contact
Invisible
Personnel/
Organizations
Service
and Systems
Providers

Source: Adapted from E. Langeard, J. Bateson, C. Lovelock, and P. Eiglier,Marketing of Services: New Insights from
Consumers and Managers , Report No 81-104, (Cambridge, MA: Marketing Sciences Institute, 1981).
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 The Servicescape
• Packaging the service
• • Facilitating the service delivery process
• • Socializing customers and employees
• • Differentiating the firm from its
competitors
 (1) The Servicescape
• The use of physical evidence to design
service environments
– Ambient conditions: room temperature and
music
– Inanimate objects: furnishings
– Other physical evidence: signs, symbols

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 (2) Contact Personnel /
Service Producers
Contact Personnel
• Employees other than the primary service
provider who briefly interact with the
customer
Service Providers
• The primary providers of a core service
– Waiter
– Dentist
– Physician
– College instructor
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 (3) Other Customers
• Customers that share the primary
customer’s service experience.
•The presence of other
customers can enhance or
detract from an individual’s
service experience.

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(4) Organizations and Systems
• Invisible organization
and systems
– That part of a firm that
reflects the rules,
regulations, and
processes upon which
the organization is
based

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