Question

Looking for help in service marketing assignment. There are some question I am trouble to answer. Assignmet is about Servuction Model in airline industry.

Here are some questions:

1 What is the relevancy, critics and/or recommendation of the application of servuction model?

2 Does the model explain fully for all services, including low-contact and high contact service?

Answer 1

Well, Servuction Model used to define the factors creates impact on service experience, including visible and invisible factors to customers. Visible part have 3 categories i.e. inanimate (related with Non living things) environment, Contact person/service provider and consumer.

Servucation model basically focus on customer, Service may be active or passive but not neutral, Managers understand the impact of interactive nature of services and involvement of customer

In case of Airline Industry there is positive impact on customer. Everything in plane and airport will be well managed. There services are customer friendly to make their ride smooth and convenient. There staff will be interactive and ready deal with customer query. Environment at airport and in plane looks nice. Each and every contact person looks fully dedicated, well trained and responsible to handle the customers. All these things found in line because of this kind service model. Because in service it is important to keep yourself update with customer requirement.

All these features are not free of cost, they need to be maintained and upgraded with time, because of that the customer service charges increases. They will bring you in business class facility but not in economy class charges. So ultimately hike in service charge will not able to attract the customers.

Their lower level management handle customer query and update the higher level management. Higher level contact service missing in airline industry. Customer share their feedbacks related with flight experience with cabin crew or ground staff. Customer feedback could be different, which depends upon person psychology. There is model does not define the higher contact service. In this model, there is lack of improvements in term of competition.