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1、CASE1TEACHINGNOTESEMMYSANDMADDY'SFIRSTSERVICEENCOUNTERQUESTIONS:1.Developamolecularmodelforthishospital.Ingeneral,thecorebenefitthehospitaloffersishealthcare・Thetangibleandintangiblecomponentsoftheexperiencethatspin-offfromthecentermayineludethevariousdepartments,variouspersonnel,equipmenta
2、ndsupplies,etc.2・UsingtheServuctionmodelasapointofreference,categorizethefactorsthatinflueneedthisserviceencounter.(TypicalresponsesshouldbesimilartothoseprovidedinExhibitl)・Emmy'sandMaddy'sfirstserviceexperiencehighlightssomeofthebasicdifferencesbetweentheproductionanddeliveryofgoodsversus
3、thatofservices.Incontrasttogoods,servicesdeliverabundleofbenefitstotheconsumerthroughtheexperieneethatiscreatedfortheconsumer.Mostconsumersofgoodsneverseetheinsideofthefactorywheretheirgoodsareproduced.Incontrast,consumersofhealthcareservicesarephysicallypresentwithintheproductionfactory.As
4、aresult,patientsdointeractwithpersonnelwhoperformtheserviceandareinflueneedbythephysicalaspectsofthesurroundingenvironment.OnesimplebutpowerfulmodelwhichillustratesfactorswhichinfluencetheserviceexperieneeisTheServuctionModel.TheServuctionmodeliscomprisedoftwoparts:thatwhichisvisibletothepa
5、tientandthatwhichisnot.ThevisiblepartoftheServuctionmodelconsistsofthreeparts:theinanimateenvironment,thecontactpersonnel/serviceprovider,andotherpatients.Theinvisiblecomponentofthemodelconsistsoftheinvisibleorganizationandsystems・TheInanimateEnvironmentTheinanimateenvironmeritconsistsofall
6、thenonlivingfeaturesthatarepresentduringtheserviceencounter.Sincehealthcareservicesareintangible,theycannotbeobjectivelyevaluatedlikegoods.Hence,intheabsenceofatangibleproduct,patientslookfortangiblecluesthatsurroundtheservicetobaseserviceperformanceevaluations.Thephysicalappearanceofthehos
7、pital,its*grounds,hallways,elevators,stairwells,patientrooms,publicrestrooms,andfoodfacilitiesenterintothepatient'sperceptionofthehospital'soverallperformance・ContactPersonnel/ServiceProvidersUnliketheconsumptionofgoods,theconsumptionofservicesoftentakes
