(How service is experienced?

)
 The Servuction Model
(How service is experienced?)
Service knowledge is gained through the experience of
receiving the actual service i.e. when a consumer
purchases a service, he or she is actually purchasing an
experience.
The servuction model illustrates the factors that influence
the service experience. In fact, the servuction model used
to illustrate the factors that influence the service
experience, including those that are visible to the
consumer and those that are not.
There are 2 parts in servuction model such as:-

1. Visible part- Visible to the customers.

2. Invisible part- Invisible to the customers.

Visible part consists of three parts-

a. The inanimate environment
b. Contact personnel /
Service provider. c.
Other customers.

Invisible part includes-

a. Organization
b. System.
 Visible part: It consists of
a. The Inanimate Environment: consists of all the
nonliving features that are present during the service
encounter/meet. Service cannot be objectively evaluated
as can goods. So in the absence of a tangible product,
consumer look for tangible cues that surrounded the
service e.g. teaching competence of a professor by
observing the contents of his or her office. Furniture,
flooring, lighting, music, odors, wall hangings etc are the
example of inanimate environment.
b. Contact Personnel and Service Providers:
Employees other than the primary service provider who
briefly interact with the customer like parking attendants,
receptionist, and hosts and hostesses.
Service providers are the primary providers of a core
service, such as a waiter or waitress, dentist, physician or
instructor.
 c. Other customers: Customer ‘A’ the recipient of the
bundle of benefits that is created through the service
experience AND customer ‘B’ who are part of customer’s
A’s experience. This consumption of services with each
other is often described as a ‘Shared Experience’.
Invisible part: The invisible organization and systems
reflect the rules, regulations, and process on which the
organization is based. It determine factors such as
information forms to be completed by customers, the
number of employees working in the firm at any given
time, and the policies of the organization at various
levels.
Finally servuction system is what creates the experience for the
consumer, and it is the experience that creates bundle of benefits for
the consumer. Perhaps the most profound implication of the model is
that it demonstrates that consumers are an integral part of the
service process.
Figure: The Servuction Model

Inanimate Customer
environment
Invisible A
organization Contract
and system personnel/
service
Customer
provider
B
Invisible Visible

Bundle of service
benefits received
by Customer A