Servuction Model

2954 words 12 pages
CASE 1
TEACHING NOTES
EMMY'S AND MADDY'S 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).

Emmy's and Maddy's 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
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It is hoped that this case assists personnel in looking at the "big picture" instead of just their own areas. Ultimately, everyone is responsible for patient perceptions of service quality).

Suggested Solutions

The Power of Personal Touches One of the primary objectives of every hospital should be to determine strategies which reduce the anxiety and increase the individuality associated with the hospital experience. The pink ribbons that were placed in Emmy and Maddy's hair, the stickers and signs of encouragement that were attached to the incubators, and the homemade patch quilts that were given to the girls by the local sewing club humanized the tubes and the machinery and sent the message that the girls were special and loved. As parents, the personal touches also reduced our anxiety during the times when we were not at the hospital...surely, if the staff cared enough about the twins to exhibit so many personal touches, the quality of care would be consistent with these actions.
Selection and Training of Contact Personnel Since health care is a people business, it needs to employ personnel who really enjoy being around others. Hiring personnel with competent technical skills is a only a beginning. Personnel with technical and interpersonal skills puts the hospital over the top and differentiates it from its competitors.
The need for continually educating personnel is also evident. The orderly

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