It's may be helpful for Masters of Business Administration students. Your satisfaction is my receipt.

1. EMMY’S & MADDY’S
FIRST SERVICE ENCOUNTER

2. CASE OVERVIEW
 Emmy & Maddy were twins.
 They were born in a premature stage of pregnancy & in a stormy environment.
 Due to physical complexity at the time of their birth, they had to stay about nine
weeks at different service units in the hospital.
 During their stay at hospital, they & their parent encountered several significant
experiences in the hospital due to some personnel’s of the hospital.
 Some of those experiences were good as well as memorable & some were very
much disappointing.
At the end of the story, each of the twins was growing older with a hood health.

3. A Case study is a process or record of research into the development of a particular
person, group, or situation over a period of time.
In General, A case study is a research strategy and an empirical inquiry that investigates
a phenomenon within its real-life context. Case studies are analysis of persons, groups,
events, decisions, periods, policies, institutions or other systems that are studied
holistically by one or more methods.
Discuss corrective actions that need to be taken to ensure that subsequent encounters
run more smoothly.
 Corrective actions for emergency entrance :
-The guard should be taken under an authentic training program so that in this
precarious situation he can help the patient. The service should be standardized
in this respect.
 Corrective actions for maternity ward :
-Customize
-Standardization
-Training
 Corrective actions for delivery room :
-Satisfactory performance
-No corrective actions required
 Corrective actions for recovery room :
-Satisfactory performance
-No corrective actions required
 Corrective actions for the fourth floor :
-Training
-Standardization
-Customization
-Customer management
 Corrective actions for NICU :
-Satisfactory performance
-No corrective actions required
 Corrective actions for the grower room :
-Comprehensive training program
-Conflict resolution
-Standardized service

4.  Corrective actions for nesting :
-Satisfactory performance
-No corrective actions required
 Other some corrective actions that need to be taken to ensure that
subsequent encounters run more smoothly :
-Training program
-Customization
-Standardization
-Customer Management

5. DEVELOP A MOLECULAR MODEL FOR THIS HOSPITAL
A conceptual model of the relationship between tangible and intangible components of
a firms operations. This model reinforces our understanding that virtually all products
have both tangible and intangible elements. One of the primary benefits of this model
is that it is a management tool that offers the opportunity to visualize a firm’s entire
market entity.
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. Molecular model of the
hospital is given below.
List of tangible & intangible components
Tangible Components Intangible Components
The Emergency Department Atmosphere
The Maternity Ward Medical Assistances
The Delivery Room Medical Aid & Guidance
The Recovery Room Billing Methods
Private Room Consultancy
The Neonatal Intensive Care Unite Information Recording
The Growth Room
Caesarean Section
The Physician Team
Nesting Room
Nurses & Other Staffs
SERVUCTION MODEL: FACTORS THAT INFLUENCED THIS
SERVICE ENCOUNTER
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 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:

6. 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 to base service performance
evaluations. The physical appearance of the hospital, its' grounds, hallways, elevators,
stairwells, patient rooms, public rest rooms, and food facilities enter into the patient's
perception of the hospital's overall performance.
Contact Personnel/Service Providers
Unlike the consumption of goods, the consumption of services often takes place within
the "service factory." The interaction between patients and staff can be termed "critical
incidents" or "moments of truth" and represent the greatest opportunities for gains or
losses in terms of influencing patient service quality perceptions. Due to the lack of
separation between patients and providers, providers must possess interpersonal skills
in addition to the technical skills. Unfortunately, due to the demands of the job, most
employees receive the technical training, while training in patient relations is treated as
secondary or as "fluff.”
Other Patients
The visible portion of The Servuction Model is completed with the introduction of
"Patient A "and" Patient B." Patient A is the recipient of the bundle of benefits that is
created through the service experience. Patient B refers to other patients who are part
of Patient A's experience and who can dramatically impact Patient A's experience.
Emergency Room waiting areas and semi-private rooms provide ample evidence of just
how large an impact, both positive and negative, patients can have on one another.
Invisible Organization and Systems
The visible components of the Servuction Model are supported by the invisible
organization and systems. The invisible organization and systems reflect the rules,
regulations, and processes upon which the organization is based, therefore, the impact
upon patients can be very profound. The invisible organization and systems determine
factors such as: information forms needed to be completed by patients, the number of
staff scheduled for each shift, and the policies of the organization regarding anything
from the number of visitors to discharge procedures.

7. APPLICATION OF INSEPARABILITY, INTANGIBILITY, AND
HETEROGENEITY
The inseparability of services reflects the interconnection among the service provider,
the customer involved in receiving the service, and other customers sharing the service
experience.
A distinguishing characteristics of services that reflects the interconnection among the
service provider, the customer involved in receiving the service and other customer
sharing the service experience. As a health care is a service, so the patients first admit
into the hospital, consuming the internal health care service as it is produced.
The intangibility makes services unable to be touched or seen. The most basic and
universally cited difference between goods and services is intangibility. Service are
performance or actions rather than objects, they cannot be seen, felt, tested or touched
in the same manner that we can sense tangible goods. In this case, as they were taking
services in the hospital, so it is intangible.
The heterogeneity nature of services reflects the variation in consistency from one
service transaction to the next. A distinguishing characteristic of services that reflects
the variation in consistency from one service transaction to the next. In this case, they
were taking services in the emergency department, maternity ward, the delivery room,
the recovery room, the neonatal intensive care unit, the grower room and thus the
variation of consistency measured from one service to another.
CORRECTIVE ACTIONS THAT NEED TO BE TAKEN TO
ENSURE SUBSEQUENT ENCOUNTERS
Health care is an intangible service that can be experienced with some tangible
evidences. It is a people processing service where the person needed to be present
physically and this service also helps to recover a patient mentally. The corrective
actions that can be taken are given below:
 Personal touch is an intimate behavior of the personnel can reduce anxiety very
fast because patients can feel their problems can be solved. 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.
Greeting with a smile in the corridors or reception and 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 gives the message that the girls were special and loved

8. exhibit personal touches, and decreases the anxiety of parents. The quality of
care should be consistent with this actions.
 Hiring, selection and giving training to the hired personnel are the most crucial
part of the service sector. As hospital is people processing business the
management should hire personnel who really enjoy to being around with others
and who holds higher interpersonal and technical skills. After the selection
process personal’s training session should be held more authentically. Training
should be given on the technical processes and their own hospital management
system. Because, if the nurses can’t answer patient’s or their families queries it
can increase their anxiety and decrease their faith in the hospital’s abilities.
 If patient is used to with one efficient nurse for several days then they get
intimated together. A sudden change in the personnel duty can increase the
anxiety of the patient. The quality of care may also fall. One possible solution
to this problem is to have the existing staff at least introduce the new shift
worker to the patient. Particular areas of patient concern could be addressed to
all parties during introduction. This strategy can enhance the continuity of the
service and reduce patient anxiety.
 The hospital management and the employees should actively seek feedback
from patients throughout their experience. Marketing studies show that most
companies do not hear from 96% of their unhappy customers but now a
company received feedback from customer.
MEASUREMENT CUSTOMER SATISFACTION
Services is completely different from product. It’s an intangible things that is related
with our daily lives. There are many ways to identify the satisfaction that we expect to
get form a product. But it’s hard to find out the satisfaction that consumers expect from
service. It is related with mental satisfaction. In this case, it has been showed that how
mental conditions of a customer differs from situation and so do the service expectation.
The most popular dimension of customer satisfaction is that it is a comparison of
customer expectations with perceptions regarding the actual service encounter.

9. Some of the ways to measure customer satisfaction in that situation are given below.
Satisfied De-satisfied Delighted
Emergency Department
Speed of check in:
Staff responsiveness at check-
in:
Staff efficiency to help
check-in:
Staff friendliness at check-in:
Dis you inform earlier about
your arrival?
Additional Comments:
Maternity Ward
Size of the room:
Comfort of bed:
Cleanness of the room:
Adequacy of staffs:
Responsiveness of staffs or
your needs:
Speed/efficiency of service:
Knowledge of staff
Helpfulness of the staff
Did you experience any
problem during your stay?
Write few words about the
problem
Did you contact anyone to
resolve the problem?
Was the problem resolved to
your satisfaction?
Additional Comments:

10. Overall Experience
Overall experience is the
hospital:
The experience compared to
other hospitals:
Speed/efficiency of checkout
process:
Accuracy of billing:
What about the bills
comparing the services?
What about the bills
comparing other hospitals?
Additional Comments:
How likely are you to return to this hospital if you have some problem? Yes/No
Individuals are different from one another. The expectations of the consumers cannot
be determined in a service process, especially in a health care sector. So, in a service
process, these standards must be maintained to make the service process more flexible
and successful.