Molecular Model & Servuction Model of a University

Servuction Model: Servuction model is used to illustrate factors that influence service experience, including those that are visible and invisible to consumer. It consists of Servicescape,OtherCustomer,ContactPersonnel/ServiceProvidersandInvisibleorganizations andsystem. HerewewilldepicttheservuctionmodelofaUniversity. 1. Servicescape: It refers to the use of physical evidence to design service environments. It includes all nonliving features present during service encountered. It consists of ambient conditionssuchasmusic,inanimateobjectsthatassisttheformincompletingistasks,suchas furnishingandbusinessequipment. ForaUniversity,theservicescapewillbethelibrary,computerlaboratories,campus,academic buildings,cafeteriaetc. 2.ContactPersonnel/ServiceProviders:Contactpersonnelareemployeesotherthanprimary providersthatinteractwithconsumer.InthecaseofUniversitytheywouldbethepersonnelat theadmission,accounts,registraroffice,departmentassistantseventhemessengers. Service Providers are the primary provider of core service, such as dentist, physician or instructor.InthecaseUniversity,theywouldbethefacultymembers. 3.OtherCustomer:Othercustomerswhoarepartoforiginalcustomersexperience.Theycan haveaprofoundeffectonthetotalevaluationoftheservice. InthecaseofUniversity,themanners,outfits,cultureandthegesturesofthecurrentstudents oftheUniversitywillbeothercustomer.
Contact Personnel/Service Providers

Servicescape

Other Customer Servuction Model Invisible organization andsystem

4. Invisible organizations and systems: It refers to the rules, regulations and processes upon whichtheorganizationisbased.Althoughtheyareinvisibletothecustomers,theyhaveavery profoundeffectontheconsumersserviceexperience. A Universitys procedure of compensating the staffs, the procedure of accounts, credit transferringpolicy,theprocessofmanagingthelogisticsareofteninvisibletothecustomers.So thesearecalledtheinvisibleorganizationsandsystems. Servuctionmodeldemonstratesconsumersareanintegralpartofserviceprocess.Thelevelof participation may be active or passive, but always there. Managers must understand the interactive nature of services and customer involvement in production process. The four componentsoftheservuctionmodelcombinetocreatetheexperiencefortheconsumerandit istheexperiencethatcreatesthebundleofbenefitsfortheconsumer. Likewise, in case of a University, these four determinants helps one perspective customer to tasteorfeeltheservicesprovided.

MolecularModel:Molecularmodelisaconceptualmodeloftherelationshipbetweentangible and intangible components of a firms operation. One of the primary benefits obtained from developing a molecular model is that it is a management tool that offers the opportunity to visualizethefirmsentirebundleofbenefitsthatitsproductofferstothecustomer. ThemolecularmodelforaUniversityisshownbelow.
Key TangibleElements IntangibleElements Faculty Members Cafeteria Service Foods& Drinks Financial Assistance Computers Education Library Service Computer Facilities Campus Library Distribution Price Market Positioning University