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Customers’ Role in Service Delivery

Customers’ Role in Service Delivery. Chapter 13. The Importance of Customers in Service Delivery. People element of the services marketing mix Drama metaphor Fellow customers. Levels of Customer Participation . Low or minimal participation Consumer presence required during service delivery

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Customers’ Role in Service Delivery

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  1. Customers’ Role in Service Delivery Chapter 13

  2. The Importance of Customers in Service Delivery People element of the services marketing mix Drama metaphor Fellow customers

  3. Levels of Customer Participation • Low or minimal participation • Consumer presence required during service delivery • Moderate participation • Consumer inputs required for service creation • High involvement • Consumer co-creates the service product

  4. Customer Participation and Self-Service Technologies • Proliferation of New SSTs • Customer Usage of SSTs • Success with SSTs

  5. How Customers Widen the Service Performance Gap • Lack of understanding of their roles • Not being willing or able to perform their roles • No rewards, or suitable rewards for “good performance” • Interfering with other customers • Incompatible market segments

  6. Customer Roles in Service Delivery Productive Resources Contributors to Service Quality and Satisfaction Competitors

  7. 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 or reduced?

  8. Customers as Contributors toService Quality and Satisfaction • Customers can contribute to: • their own satisfaction with the service • by performing their role(s) 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

  9. Exercise 2, on page 530

  10. 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

  11. Importance of Other (“Fellow”) Customers in Service Delivery • Other customers can detract from satisfaction: • disruptive behaviours • overly demanding behaviours • excessive crowding • incompatible needs • Other customers can enhance satisfaction: • mere presence • socialization/friendships • roles: assistants, teachers, supporters, mentors

  12. Strategies for Enhancing Customer Participation Figure 13.3

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