Posts Tagged ‘service marketing’

Every day we as a society frequent many businesses whether to purchase a good or a service. During our visit we encounter either good or bad customer service. In service marketing, marketers use the servuction model to help breakdown the service that one does get.

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The servuction model is basically used to illustrate factors that influence service experience, including those that are visible and invisible to the consumer[1].   When a servuction model is done on any given business, it is important to know the four factors of it. The four factors are: servicescape, contact personnel/service providers, other customers and organizations and systems.

  1. Servicescape is basically the physical evidence or all nonliving features that are used to design the service environments. The bottom line is to think of anything that is plainly visible to the consumer and anything that consists of ambient conditions, inanimate objects, and other physical evidence. Recently I went to the movie theatres and I can understand how the servicescape can influence my overall experience. The proper placement of the movie advertisements (i.e. stand-ups, posters, etc.) as well as ticket booths and other nonliving objects like game machines and such can affect my service experience if I have to walk around them. To me it would seem as if they used this model because they properly displayed and placed everything to where it catches my attention but doesn’t ruin my movie experience.
  2. Contact personnel/service providers are actually two areas that can affect the service experience bundled up into one category. Contact personnel are the employees other than the primary service provider who briefly interact with the customer. Service providers are the primary providers of a core service, such as a waiter or waitress, dentist, physician, or college instructor. Every time I frequent a local McDonald’s they have this one employee whose job is to make sure that the dining area and rest rooms are clean. It is clear that he has some sort of an OCD situation going on. Well, he doesn’t seem to understand the term of personal space and will clean the table and sweep the floors while you are still eating in that particular space. I find this very uncomfortable which ruins my service experience at the fast food giant.
  3. Other customers are basically those that receive the service along side yourself perhaps through a bundle of benefits created through service experience. Unfortunately, I cannot think of a business that I have frequent that provided this type of service and it was great or bad. Have an example and wish to share please do so in the comments.
  4. Organizations and systems are the invisible part of the model that reflects the rules, regulations, and processes upon which the organization is based. I recently encounter this part of the servuction model that ruined my service experience. The fast food provider is KFC. I recently went there to purchase a pot pie meal and was given on price but charged a different price. When I question the additional charge it was told to me that it was a service charge added to all debit card transactions. I asked where is the signage that states the fact and was pointed to a sticker no bigger than a mailing label with words of five point font (that says five point font). This was a change made within the rules and regulations of the business that caused a horrible service experience.

It is clear that the servuction model makes obvious that consumers are an essential part of the service process; therefore, telling us marketers that we need to think of our consumers first.
[1] Hoffman, K. D. (2011). Services Marketing: Concepts, Strategies & Cases, Fourth Edition. Mason, OH: South-Western Cengage Learning.

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