Customers’ Roles in Service Delivery (Chapter 12) Gap 3 - Service Performance Gap Importance of Customers in Service Delivery Customers’ Roles Strategies for Enhancing Customer Participation  - Dwayne D. Gremler

Gap 3 - Service Performance Gap

Importance of Customers in Service Delivery

Customers’ Roles

Strategies for Enhancing Customer Participation

Provider GAP 3  - Dwayne D. Gremler CUSTOMER COMPANY Service Delivery Customer-Driven Service Designs and Standards GAP 3

Key Factors Leading to Provider Gap 3  - Dwayne D. Gremler Service Delivery Key Factors Related to Customers : Customer-Driven Service Designs and Standards GAP 3

Key Factors Related to Customers :

Importance of Customers in Service Delivery Co-production Levels of customer participation: low - moderate - inputs: high - customer  - Dwayne D. Gremler

Co-production

Levels of customer participation:

low -

moderate -

inputs:

high -

customer

Services Production Continuum  - Dwayne D. Gremler

Gas Station Illustration of Services Production Continuum  - Dwayne D. Gremler 1 2 3 4 5 6 1. Customer pumps gas and pays at the pump with automation 2. Customer pumps gas and goes inside to pay attendant 3. Customer pumps gas and attendant takes payment at the pump 4. Attendant pumps gas and customer pays at the pump with automation 5. Attendant pumps gas and customer goes inside to pay attendant 6. Attendant pumps gas and attendant takes payment at the pump

Importance of Other Customers in Service Delivery Other customers can detract from satisfaction Other customers can enhance satisfaction  - Dwayne D. Gremler

Other customers can detract from satisfaction

Other customers can enhance satisfaction

Customer Roles in Service Delivery  - Dwayne D. Gremler (1) Productive Resources (2) Contributors to Quality and Satisfaction (3) Competitors

(1) Customers as Resources “ partial employees” contributing customer inputs can affect organization’s productivity key issue:  - Dwayne D. Gremler

“ partial employees”

contributing

customer inputs can affect organization’s productivity

key issue:

(2) Customers as Contributors Customers can contribute to by performing their role effectively by working with the service provider by asking questions by taking responsibility for their own satisfaction by complaining when there is a service failure  - Dwayne D. Gremler

Customers can contribute to

by performing their role effectively

by working with the service provider

by asking questions

by taking responsibility for their own satisfaction

by complaining when there is a service failure

(3) Customers as Competitors psychic rewards trust control  - Dwayne D. Gremler customers may “compete” with the service provider “ internal exchange” vs. “external exchange” internal/external decision often based on:

psychic rewards

trust

control

customers may “compete” with the service provider

“ internal exchange” vs. “external exchange”

internal/external decision often based on:

Strategies for Enhancing Customer Participation  - Dwayne D. Gremler Recruit, Educate, and Reward Customers Define Customer Jobs Manage the Customer Mix Figure 12-5

Strategies for Enhancing Customer Participation  - Dwayne D. Gremler