The Servuction Model

Servuction
Servuction Model
Model
AA framework
framework
for
for understanding
understanding
the
the consumer’s
consumer’s
experience
experience
The Servuction Model
 The Servicescape

• Servicescape: the use of physical

evidence to design service environments
– Ambient conditions such as room temperature
and music
– Inanimate objects such as furnishings and
equipment
– Other physical evidence such as signs,
symbols, and personal artifacts such as family
pictures and personal collections
 Contact Personnel/Service Providers

• 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 or waitress
– Dentist
– Physician
– College instructor
 Other Customers

• Other customers: customers who share

the primary customer’s service experience
– The presence of other customers can enhance
or detract from an individual’s service
experience
• Example: unruly customers in a restaurant or a
nightclub, children crying during a church service,
or theatergoers talking and texting during a movie
 Invisible 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
 The Servuction Model

• The servuction model demonstrates that

consumers are an integral part of the
service process