The Servuction System

 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.
The Servuction System
 The Servuction System is used to illustrate factors that influence
service experience. The servuction system can be defined as the
part of the service organization’s environment that is visible and
invisible to and experienced to the customers (Wirtz J, Chew P,
Lovelock C, 2012). The word of servuction is come from
combining words between the terms of service and production.
Services can be defined as economic activities offered by one
party to another. Often time based, there activities bring about
desired results to recipients, objects, or other assets. Whereas
production is the action of making or manufacturing from
components or raw materials, or the process of being so
manufactured. 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.
Service scope
 Service scope 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.
Service Personnel
 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.
Other customers
 Other customers are basically those that receive the
service along side yourself perhaps through a bundle
of benefits created through service experience.
Organizations and systems
 Organizations and systems are the invisible part of the
model that reflects the rules, regulations, and
processes upon which the organization is based.
The Servuction System
 The servuction system shows all the interactions that
together make up a typical customer experience in a
high contact service. Customer interacts with the
service environment, service employees, and even
other customers present during the service encounter.
Each type of interaction can create value. For example
are pleasant environment, friendly and competent
employees and others customers who are interesting
to observe.