The Customer Experience at Targets and the Servuction Model, Essay Example

The servuction model includes four components shown to influence the service experience. Visible components include the physical environment where the service is taking place, the service providers/contact personnel and the other consumers. The invisible component is the underlying infrastructure which enables the service structure to function as it does.

During a recent trip to Targets the servuction model was evident in my service interaction. Upon entering the store I noticed how bright and clean it appeared. The merchandise was well spaced so as not to seem crowded and giving a good view of what was available. This positive atmosphere predisposed me to interpret the service experience as a positive one.

I needed a storage unit advertised as on sale.  I couldn’t find a contact person where the item was located and found one in a different area. He apologized no one was in the other area to help me, and walked with me to where the item was located.  He was pleasant and made small talk along the way.  He answered all my questions completely and professionally and when I noticed the sale price wasn’t marked on the item, he marked it down for me.  It still seemed slightly expensive which I mentioned and he offered to take off another 10% if it would help me purchase something I needed.  The item was heavy and he put it in a basket for me then loaded it into my car after I had purchased it.  All of these factors made me feel like I was getting great service that went above and beyond what would be considered good or even excellent service.

During the interaction, another customer asked for the employees help. He wanted a similar item to the one I was looking at and joined the conversation, asking questions. The employee included him in the conversation while still providing me with his primary attention.  This ability to make another customer feel attended to even while maintaining the primary interaction with me impressed me even more.

The organization provided the ability for the contact personnel to make certain decisions about pricing and discounts autonomously.  This flexibility provided a sense that the employee was trying hard to work with me to help me get what I needed.

Paying attention to this model helps provide a competitive edge for business through customer perceptions. When customer believes they have received good service they are likely to return for other goods or services.  They will also be more likely to tell others about the business and good service, thereby increasing the customer base through word of mouth