营销书后案例答案1.doc

CASE 1 TEACHING NOTES EMMYS AND MADDYS FIRST SERVICE ENCOUNTER QUESTIONS: 1. Develop a molecular model for this hospital. In general, the core benefit the hospital offers is health care. The tangible and intangible components of the experience that spin-off from the center may include the various departments, various personnel, equipment and supplies, etc. 2. Using the Servuction model as a point of reference, categorize the factors that influenced this service encounter. (Typical responses should be similar to those provided in Exhibit I). Emmys and Maddys first service experience highlights some of the basic differences between the production and delivery of goods versus that of services. In contrast to goods, services deliver a bundle of benefits to the consumer through the experience that is created for the consumer. Most consumers of goods never see the inside of the factory where their goods are produced. In contrast, consumers of health care services are physically present within the production factory. As a result, patients do interact with personnel who perform the service and are influenced by the physical aspects of the surrounding environment. One simple but powerful model which illustrates factors which influence the service experience is The Servuction Model. The Servuction model is comprised of two parts: that which is visible to the patient and that which is not. The visible part of the Servuction model consists of three parts: the inanimate environment, the contact personnel/ service provider, and other patients. The invisible component of the model consists of the invisible organization and systems.  The Inanimate Environment The inanimate environment consists of all the nonliving features that are present during the service encounter. Since health care services are intangible, they cannot be objectively evaluated like goods. Hence, in the absence of a tangible product, patients look for tangible clues that surround the service