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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.

Other
Customer

Servicescape

Servuction
Model

Contact
Personnel/Service
Providers

Invisible
organization
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.

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.

University

Market
Positioning

Campus

Computer
Facilities

Distribution
Price

Library

Computers

Library
Service

Education

Financial
Assistance

Faculty
Members

Cafeteria
Service

Foods&
Drinks

Key
TangibleElements
IntangibleElements

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