reflection
AKA-Pro
502Class8_MGT345_545.ppt
Class 8
Role of the Customer
Service Reflection Project
Choose and participate in a service experience. Choose any experience you want. It can be something as simple as buying a coffee or complex as a stay at a hotel. This Reflection should be 5 pages in length at a minimum and 7 pages at a maximum, double spaced. Please consider the cases and conversations we have had in class to help frame your answers.
Please write a reflection of your experience that addresses the following topics:
• Describe the service experience and how/why you made the decision to “purchase” the service as well as your expectations prior to the experience. How did you gather and evaluate the information available before making a decision and what was the desired/expected outcome?
• Describe the Servicescape and the Service Encounter.
• Reflect on your perception of the service encounter, whether your expectations (as outlined) were met and, if not, whether anything was done by the provider to rectify the situation.
• Think about the overall organizational structure – do you have a sense of whether the organization understands the value of a service encounter and has set up tools for employees to be successful?
• What has the organization done, if anything, that might differentiate it as a service organization?
Role of the Customer
in the
Service Experience
Levels of Customer Participation across Different Services
Customer Roles in Service Delivery
Productive Resources
Contributors to Service Quality and Satisfaction
Competitors
Customers as Productive Resources
- Customers can be thought of as “partial employees”
- Contributing effort, time, or other resources to the production process
- IKEA
- Customer inputs can affect product design, marketing plans and service operations.
Customers as Contributors to Service Quality and Satisfaction
- Customers can contribute to:
- Their own satisfaction with the service
- By performing their role effectively
- By working with the service provider
- The quality of the service they receive
- By asking questions
- By taking responsibility for their own satisfaction
- By complaining when there is a service failure
Customers as Competitors
- Customers may “compete” with the service provider
- Internal/external decision often based on:
- Expertise capacity
- Resources capacity
- Time capacity
- Economic rewards
- Psychic rewards (satisfaction, enjoyment, gratification)
- Trust
- Control
Services Production Continuum
Importance of Other Customers
in Service Delivery
- Other customers can detract from satisfaction:
- Disruptive behaviors
- Overly demanding behaviors
- Excessive crowding
- Incompatible needs
- Other customers can enhance satisfaction:
- Mere presence
- Socialization/friendships
- Roles: assistants, teachers, supporters
How Customers Widen Gaps
- Lack of understanding of their roles
- Not willing or able to perform their roles
- No rewards for “good performance”
- Interfering with other customers
- Incompatible market segments
Strategies for Enhancing Customer Participation
Co-Creation Theory
CONSUMERS CREATE THE MEANINGS ASSOCIATED WITH EXPERIENCES AND ACTIVATE THE RESOURCES THAT THE MARKET PROVIDES TO CO-CREATE THEIR EXPERIENCES.
FRAMEWORKS TO UNDERSTAND HOW MARKET OFFERINGS PROVIDE “SYMBOLIC SERVICES” NAMELY, THOSE SERVICE THAT SYMBOLIZE THE EXPERIENCES OF CONSUMERS AND RELATED OTHERS.
RIDING AND SOCIALIZING WITH OTHER HARLEY OWNERS CONNECTS PEOPLE OF A SIMILAR MINDSET, CONGREGATING AND ENGAGING IN A WAY OF LIFE THAT REVOLVES AROUND THE HARLEY-DAVIDSON CONSUMPTION.
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