Essay answers
alsudays
chap013-2.ppt13-*
Customers’ Roles in Service
Delivery
- The Importance of Customers in Service Cocreation and Delivery
- Customers’ Roles
- Self-Service Technologies—The Ultimate in Customer Participation
- Strategies for Enhancing Customer Participation
Chapter
13
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Objectives for Chapter 13:
Customers’ Roles in Service Delivery
- Illustrate the importance of customers in successful service delivery and cocreation of service experiences.
- Discuss the variety of roles that service customers play: productive resources for the organization, contributors to quality and satisfaction, competitors.
- Explain strategies for involving service customers effectively to increase satisfaction, quality, and productivity.
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Levels of Customer Participation across Different Services
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How Customers Widen the Service Performance Gap
- Lack of understanding of their roles
- Not being willing or able to perform their roles
- No rewards for “good performance”
- Interfering with other customers
- Incompatible market segments
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Importance of Other (“Fellow”) 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, mentors
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Customer Roles in Service Delivery
Productive Resources
Contributors to Service Quality and Satisfaction
Competitors
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Services Production Continuum
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Customers as Productive Resources
- customers can be thought of as “partial employees”
- contributing effort, time, or other resources to the production process
- customer inputs can affect organization’s productivity
- key issue:
- should customers’ roles be expanded? reduced?
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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
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Customers as Competitors
- customers may “compete” with the service provider
- “internal exchange” vs. “external exchange”
- internal/external decision often based on:
- expertise capacity
- resources capacity
- time capacity
- economic rewards
- psychic rewards
- trust
- control
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Strategies for Enhancing Customer Participation
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Strategies for Enhancing
Customer Participation
- Define customers’ jobs
- helping oneself
- helping others
- promoting the company
- Recruit, educate, and reward customers
- recruit the right customers
- educate and train customers to perform effectively
- reward customers for their contributions
- avoid negative outcomes of inappropriate customer participation
- Manage the customer mix
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Characteristics of Service that Increase the Importance of Compatible Segments
