Servuction Model & Molecular 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.
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.

Tangible Elements

Intangible Elements