molecular model & servuction model of a university
TRANSCRIPT
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, Other Customer, Contact Personnel/ Service Providers and Invisible organizations and system.
Here we will depict the servuction model of a University.
1. Servicescape: It refers to the use of physical evidence to design service environments. It includes all non‐living features present during service encountered. It consists of ambient conditions such as music, inanimate objects that assist the form in completing is tasks, such as furnishing and business equipment.
For a University, the servicescape will be the library, computer laboratories, campus, academic buildings, cafeteria etc.
2. Contact Personnel/Service Providers: Contact personnel are employees other than primary providers that interact with consumer. In the case of University they would be the personnel at the admission, accounts, registrar office, department assistants even the messengers.
Service Providers are the primary provider of core service, such as dentist, physician or instructor. In the case University, they would be the faculty members.
3. Other Customer: Other customers who are part of original customer’s experience. They can have a profound effect on the total evaluation of the service.
In the case of University, the manners, outfits, culture and the gestures of the current students of the University will be other customer.
Servicescape Other Customer
Invisible organization and system
Contact Personnel/Service Providers
Servuction Model
4. Invisible organizations and systems: It refers to the rules, regulations and processes upon which the organization is based. Although they are invisible to the customers, they have a very profound effect on the consumer’s service experience.
A University’s procedure of compensating the staffs, the procedure of accounts, credit transferring policy, the process of managing the logistics are often invisible to the customers. So these are called the invisible organizations and systems.
Servuction model demonstrates consumers are an integral part of service process. The level of 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 components of the servuction model combine to create the experience for the consumer and it is the experience that creates the bundle of benefits for the consumer.
Likewise, in case of a University, these four determinants helps one perspective customer to “taste” or “feel” the services provided.
Molecular Model: Molecular model is a conceptual model of the relationship between tangible and intangible components of a firm’s operation. One of the primary benefits obtained from developing a molecular model is that it is a management tool that offers the opportunity to visualize the firm’s entire bundle of benefits that its product offers to the customer.
The molecular model for a University is shown below.
Education
University
Library
Library Service
Campus
Computer Facilities
Computers
Faculty Members
Cafeteria Service
Foods & Drinks
Financial Assistance
Market Positioning
Distribution
Price
Tangible Elements
Intangible Elements
Key