Customers’ Roles in Service Delivery

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Customers’ Roles in Service Delivery

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Customers’ Roles in Service Delivery

  1. 1. Customers’ Roles in Service Delivery <ul><li>The Importance of Customers in Service Delivery </li></ul><ul><li>Customers’ Roles </li></ul><ul><li>Self-Service Technologies—The Ultimate in Customer Participation </li></ul><ul><li>Strategies for Enhancing Customer Participation </li></ul>13 Chapter
  2. 2. Services Production Continuum 1 2 3 4 5 6 Gas Station Illustration 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 Customer Production Joint Production Firm Production
  3. 3. How Customers Widen the Service Performance Gap <ul><li>Lack of ______________ of their roles </li></ul><ul><li>Not being willing or able to perform their roles </li></ul><ul><li>No rewards for “good performance” </li></ul><ul><li>___________ with other customers </li></ul><ul><li>Incompatible market segments </li></ul>
  4. 4. Importance of Other (“Fellow”) Customers in Service Delivery <ul><li>Other customers can detract from satisfaction: </li></ul><ul><ul><li>disruptive behaviors </li></ul></ul><ul><ul><li>______ __________ behaviors </li></ul></ul><ul><ul><li>excessive ____________ </li></ul></ul><ul><ul><li>incompatible needs </li></ul></ul><ul><li>Other customers can enhance satisfaction: </li></ul><ul><ul><li>mere ___________ </li></ul></ul><ul><ul><li>socialization/friendships </li></ul></ul><ul><ul><li>roles: assistants, teachers, supporters, mentors </li></ul></ul>
  5. 5. Customer Roles in Service Delivery Productive Resources Contributors to Service Quality and Satisfaction Competitors
  6. 6. Customers as Productive Resources <ul><li>customers can be thought of as “_______ employees” </li></ul><ul><ul><li>contributing effort, time, or other resources to the production process </li></ul></ul><ul><li>customer inputs can affect organization’s productivity </li></ul><ul><li>key issue: </li></ul><ul><ul><li>should customers’ roles be expanded? reduced? </li></ul></ul>
  7. 7. Customers as Contributors to Service Quality and Satisfaction <ul><li>Customers can contribute to: </li></ul><ul><ul><li>their own satisfaction with the service </li></ul></ul><ul><ul><ul><li>by performing their role effectively </li></ul></ul></ul><ul><ul><ul><li>by working with the service provider </li></ul></ul></ul><ul><ul><li>the quality of the service they receive </li></ul></ul><ul><ul><ul><li>by asking questions </li></ul></ul></ul><ul><ul><ul><li>by taking responsibility for their own satisfaction </li></ul></ul></ul><ul><ul><ul><li>by complaining when there is a service failure </li></ul></ul></ul>
  8. 8. Customers as Competitors <ul><li>customers may “compete” with the service provider </li></ul><ul><li>“ internal exchange” vs. “external exchange” </li></ul><ul><li>internal/external decision often based on: </li></ul><ul><ul><li>_______ capacity </li></ul></ul><ul><ul><li>resources capacity </li></ul></ul><ul><ul><li>______ capacity </li></ul></ul><ul><ul><li>economic rewards </li></ul></ul><ul><ul><li>________ rewards </li></ul></ul><ul><ul><li>trust </li></ul></ul><ul><ul><li>control </li></ul></ul>
  9. 9. Strategies for Enhancing Customer Participation

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