Assignment

On

Molecular and Servuction Model

Service Marketing

Submitted To

Mr. S S M Sadrul Huda

Assistant Professor

Master of Business Administration Department

East West University

Submitted By

Md Yeahyea Kabir

ID#2012-1-95-065

Molecular Model

A molecular model is a pictorial representation of the relationship between the tangible and

intangible clement of a firm’s operation. The main objective to develop a molecular model is that

we can visualize the entire bundle of benefits of a farm. The molecular model for Textile

Company and Brac Bank is given below.

Textile Company: Fabric is very necessary product. People are purchasing fabrics frequently

based on different factors. There are some tangible and intangible factors that influence a

customer to purchase are given below

Dress design

Post buying service

showroom environment

location of sale center

sales person knowledge

Online order

Efficiency of service

Peoples reference

TangibleIntangible

The Molecular Model of Fabrics

Fabrics

Fabrics

design

Online

order

Efficiency of service

Showroom

environment

Post buying

service

Location

of sales

center

Price

Market positioning

Distribution

Brac Bank: Brac Bank is a financial intermediary that accepts deposits and channels those

deposits into lending activities, either directly by loan or indirectly through capital markets. It’s a

popular name in banking sector. There are some tangible and intangible factors that influence a

customer to take service from a bank, given below

Interest Rate

Security of money

location of Branches

ATM service

Credit/ Debit card facility

Employees service

Branch environment

Efficiency of service

Internet Banking

The Molecular Model of Brac Bank

Servuction model of Brac Bank Limited

Handling customer’s deposits

ATM service

Bank

environment

Employee service

Security

of money

Internet Banking

Credit/ Debit

card facility

Efficiency

of service

Price

Distribution

Market positioning

Interest Rate

Servuction model:

Servuction model refers to a model used to illustrate the factors that influence the service

experience, including those which are visible to the customer and those that are not. This report

is based on the experience of Brac Bank Limited. Our servuction cosmists of four elements that

directly influenced our service experience:

1. Service scape

2. Contract personnel/ service providers

3. Other customers

4. Organization and system

Fig: Servuction Model

1. Servicescape:

servuction model

service scape

contact personnel/serv

ice providers

invisible organization and systems

Other customers

The term services cape refers to the use of physical evidence to design service environment.

Services cape surrounds the service that helps the customers to determine the quality of service.

Brac Bank Gulshan Branch has a huge space for both cash management and non-cash

management. It has a deposit machine, ATM machine inside the bank. An automated queue

system maintains the customers. Several customer services also facilitate the customers.

2. Contact personnel:

Contact personnel means employees other than the primary service providers who actively

interact with the customers. As a financial institute core service is to provide better cash and non-

cash management system. Bank employees are expected to provide prompt service to customers.

Brac Bank Gulshan brach has several counters to facilitate the prompt service to the customers. .

3. Invisible organization and systems:

Invisible organization and systems refer the part of the organization that reflects the rules,

regulation and processes upon which the organization is based. Every service organization has

some rules, regulation and processes through which it is operating. According to the rules of

Bangladesh Bank and also Brac Bank rules this bank is operated.

4. Other Customers:

Other customers mean the presence of the people who also come to experience service and who

has experienced service in the service organization in the past besides individual customers.

These people have a profound impact on the individual’s service experience. Brac Bank

employee’s behavior, services, excellences defines other customers.