Read the article below and answer ALL the questions that follow. Observable Oral Participation in the Servuction System: Within a servuction system, service experiences of customers are determined by both content and process elements. We report the findings of two integrated pieces of exploratory research aimed at providing a greater understanding of these elements. Using customer-to-customer interactions (particularly oral participation) as a focus, it was found that customers will generally progress through six phasesentry, social, appraisal, orientation, consideration, and purchaseduring their time in the visible part of the servuction system (the part consisting of contact personnel, the inanimate environment, and other customers). A model, showing content and process elements in each phase, is proposed, management implications are highlighted, and propositions for future research are presented. In the servuction system model of the service experience (Bateson, 1985), the components of the system that are visible to a customer (Customer A) comprise contact personnel, the inanimate environment, and Customer B (representing other customers in the system). The servuction system model is mainly structural, providing a framework that is generalizable across service sectors and that recognizes explicitly the inseparability of production and consumption in services and the customer role in service production. Service experiences of customers are determined by both content and process elements as well as structural elements. For non-routinized services and/or in settings with many customers, content and process elements become very important. Two illustrative (actual) events within retail servuction systems are described. Event 1 Scenea busy supermarket Customer A is examining cakes on promotion, at only 0.99 each in an aisle-end display. Customer B joins Customer A and each examine the types of cakes on offerwhite chocolate gateaux, Al fudge, and pecan pie. Customer A: Dont they look nice? I cant decide between the gateaux and the fudge. Customer B: Have one of each. Go on, treat yourself. Customer A: Why not? OutcomeCustomer A puts the two cakes in her trolley. After a moments pause, Customer B puts one of each cake (three in all) in her trolley. Event 2 Scenethe upper floor of a very large furniture store Customers A (a husband and wife customer dyad) are talking to a sales assistant about an easy chair they like. The chair is much more expensive than any item of furniture they had previously purchased and, despite the sales assistants assurance about quality and durability, they can- not make up their minds. Customers B, another husband and wife dyad, overhear the discussion and join in. Customers B: Weve been buying that brand of furniture for 20 years. Its in a class of its own. Customers A: Does it last well? Customers B: Oh yesso well that you can buy it a piece at a time, when you can afford it. Source: 10.1016/s0148-2963(97)00177-x [accessed August 2022]

From the case study above, evaluate

1. the servuction system model 2. Abusive customers are always present in any business setup. Service firms often face the problem of customers who act in uncooperative or abusive ways. From the above case study, discuss strategies you would put in place to mitigate the problem of dysfunctional customers.

3.Justify how you would apply the value in use creation model to the case study