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Servuction Model 1

The servuction model describes the simultaneous production and consumption of services. It consists of 4 factors that influence a customer's service experience: 1) the servicescape including ambient conditions, furnishings, and signage, 2) contact personnel and service providers, 3) other customers, and 4) invisible organizations and systems that establish rules and processes. The model helps service organizations understand how to design service environments, employee roles, and systems to optimize the customer experience.

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304 views

Servuction Model 1

The servuction model describes the simultaneous production and consumption of services. It consists of 4 factors that influence a customer's service experience: 1) the servicescape including ambient conditions, furnishings, and signage, 2) contact personnel and service providers, 3) other customers, and 4) invisible organizations and systems that establish rules and processes. The model helps service organizations understand how to design service environments, employee roles, and systems to optimize the customer experience.

Uploaded by

Muskan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Servuction Model

Servuction System Model


• The production process of services has been called the
“servuction” process (Eiglier and Langeard, 1977)
• It refers to the simultaneous production and consumption of
services.
• The customer is present when the service is produced
• The customer plays a role in the servuction and the delivery
process
• Customers interact with one another during the servuction
process and may be affected (positively or negatively) by this
interaction
Servuction Framework (Hoffman & Bateson)
factors that influence the service experience
• The servuction model consists of four
factors that directly influence customers’
service experiences:

• 1. The Servicescape (visible)


• 2. Contact personnel/service providers
(visible)
• 3. Other customers (visible)
• 4. Organizations and systems (invisible)
Servuction Model

Other
Customer Servicescape

Customer

Contact
Invisible
Personnel/
Organizations
Service
and Systems
Providers

Source: Adapted from E. Langeard, J. Bateson, C. Lovelock, and P. Eiglier,Marketing of Services: New Insights from
Consumers and Managers , Report No 81-104, (Cambridge, MA: Marketing Sciences Institute, 1981).
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The Servicescape
• Packaging the service
• • Facilitating the service delivery process
• • Socializing customers and employees
• • Differentiating the firm from its
competitors
(1) The Servicescape
• The use of physical evidence to design
service environments
– Ambient conditions: room temperature and
music
– Inanimate objects: furnishings
– Other physical evidence: signs, symbols

7
(2) Contact Personnel /
Service Producers
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
– Dentist
– Physician
– College instructor
8
(3) Other Customers
• Customers that share the primary
customer’s service experience.
•The presence of other
customers can enhance or
detract from an individual’s
service experience.

9
(4) 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

10

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