Servuction Model, Essay Example

The servuction model consists of four components: service scope, organization and systems, other customers, and service personnel (Fisher, 2013). These four components ultimately allow a consumer to decide how they feel about a business and in order to ensure maximal profit, companies and their personnel should aim to maximize these experiences. A business that I recently frequented is McDonald’s.

Organization and Systems

Ultimately, the organization and systems component decides whether or not consumers, like me, will have a positive experience. When I entered McDonald’s, I experienced long lines and confused staff. This aspect of my visit was certainly not positive because the longer it takes me to purchase my food, the more anxious I become. While it is likely that McDonald’s has strict regulations and rules it requires it’s employees to follow that would allow the organization and systems aspect of the servuction model to be positive, something was astray in this situation. An easy fix would be to hire more employees and take advantage of all of the cash registers present in the store. Furthermore, it would be useful to assign specific job functions to employees so that one individual isn’t scrambling to accomplish everything.

Service Personnel

My cashier, like the other employees, was required to fetch my food and prepare replacements for others if there was not enough. However, since she was cordial and apologized for the chaos of the restaurant, I had a positive consumer experience in at least this aspect.

Other Customers

Since the other customers were annoyed about the long lines and poor service, I became annoyed as well. This aspect did not help me have a positive experience.

Service Scope

The environment designed for the service was as expected for a fast food restaurant.

Ultimately, this model helps promote a competitive advantage because it provides a system that employees should follow to maintain maximal efficacy (Edvardsson et al., 1996). High standards in each of these categories compared to businesses in the same industry will easily make the business stand above the rest.

References

Edvardsson B, Olsson J. (1996). Key concepts for New Service Development. The Service Industries Journal, pp. 140–164

Fisher A. (2013). Sweet Servuction: Discovering the Business Behind a Corn Maze. Retrieved from http://bizcolostate.wordpress.com/tag/servuction-model/