A molecular model is a pictorial representation of the
relationship between the tangible and intangible elements of a firms operation. One of the primary benefits obtained from developing a molecular model is that it is a management tool that offers the opportunity to visualize the firms entire bundle of benefits that its product offers customers. Figure 2.1 depicts two molecular models concerning the differences between automobile ownership (tangible dominant) and purchasing an airline ticket (intangible dominant).
Source: Adapted from G. Lynn Shostack, Breaking Free from Product
Marketing, The Journal of Marketing (April 1977), p. 76.
As we know that airlines differ from automobiles in that
consumers typically do not physically possess the airline. Consumers in this case purchase the core benefit of transportation and all the corresponding tangible (denoted by solid-lined circles) and intangible benefits (denoted by dashed-lined circles) that are associated with flying. In contrast, a consumer who purchases an automobile primarily benefits by the ownership of a physical possession that renders a servicetransportation. The diagrams provided in Figure 2.1 are oversimplifications of the bundle of benefits that ultimately comprise the airline
F u n d a m e n t a l s
o f
S e r v i c e
M a r k et i n g
experience and car ownership. From a managerial
perspective, an elaboration of these models would identify the tangible and intangible product components that need to be effectively managed. For example, the successful airline experience is not just determined by the safe arrival of passengers to their selected destinations. The airline molecular model could easily be expanded to include:
Long-term and short-term parking (intangible element)
Similarly, the automobile model could be expanded to
include:
Salespersons on the showroom floor (tangible element)
Financing arrangements (intangible element) Finance manager (tangible element) Maintenance and repair services (intangible element) Mechanics and service representatives (tangible elements)
The overriding benefit obtained by developing molecular
models is the appreciation for the intangible and tangible elements that comprise most products. Once managers understand this broadened view of their products, they can do a much better job of understanding customer needs, servicing those needs more effectively, and differentiating their product-offering from competitors. The molecular model also demonstrates that consumers service knowledge and goods knowledge are not obtained in the same manner. With tangible dominant products, goods knowledge is obtained by focusing in on the physical aspects of the product itself. In contrast, consumers evaluate intangible dominant products based on the experience that surrounds the core benefit of the product. Hence, understanding the importance and components of the service experience is critical1.
Hoffman, K.D. and Bateson, J. E. G. (2008). Services Marketing: Concepts, Strategies, & Cases. USA: South-Western Cengage Learning, p. 7.