Question

The Three-Stage Model of Service Consumption is a model to explain the consumption process when dealing with services. The three stages involved are namely the Pre-purchase Stage, the Service Encounter Stage and the Post-encounter Stage. In the Service Encounter Stage, one common framework used to capture the stage is known as the Servuction Model/Framework. State and explain a service’s invisible and visible elements as mentioned by the Servuction Model/Framework.

Answer 1

THE INVISIBLE ELEMENTS ACCORDING TO SERVUCTION MODEL ARE THE ELEMENTS WHICH ARE NOT VISIBLE TO CONSUMERS BECAUSE THEY ARE INTERNAL TO THE ORGANISATION BUT THESE AFFECT THE EXPERIENCES OF THE CUSTOMERS. THE EXAMPLES OF THESE ELEMENTS CAN BE THE POLICIES, GUIDELINES, RULES, AND VALUES FOLLOWED BY COMPANY WHICH CAN AFFECT THE EXPERIENCE OF CONSUMERS BUT THEY ARE UNAWARE OF THEM.

VISIBLE ELEMENTS ARE THAT ARE VISIBLE TO THE CUSTOMERS. IT IS FURTHER DIVIDED INTO THREE PARTS NAMELY: INANIMATE ENVIRONMENT, CONTACT PROVIDERS, AND OTHER CONSUMERS. INANIMATE ENVIRONMENT INCLUDE ALL THE NON LIVING ELEMENTS THAT ARE PRESENT WHILE PROVIDING A SERVICE, FOR EXAMPLE, THE PHYSICAL STORE DESIGNED TO PROVIDE SERVICES. CONTACT PROVIDERS INCLUDE ALL THE SERVICE PROVIDERS THAT INTERACT WITH THE CONSUMERS LIKE EMPLOYEES. THIS ALSO INCLUDES THE PRIMARY SERVICE PROVIDERS LIKE DENTIST, PHYSICIANS ETC. AND LASTLY, OTHER CONSUMERS INCLUDE CUSTOMER A WHO RECEIVES BENEFITS OF THE SERVICE AND CUSTOMER B ARE THE OTHER INDIVIDUALS WHO ARE PART OF A's EXPERIENCES.