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SM Chapter 12.pptx

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SM Chapter 12.pptx

  1. 1. Services Marketing 12
  2. 2. Customers’ Roles in Service Delivery The Importance of Customers in Service Co-creation and Delivery Customers’ Roles Self-Service Technologies—The Ultimate in Customer Participation Strategies for Enhancing Customer Participation
  3. 3. Objectives for Chapter 12: Customers’ Roles in Service Delivery  Illustrate the importance of customers in successful service delivery and co-creation of service experiences.  Discuss the variety of roles that service customers play: productive resources for the organization, contributors to and cocreators of value, and competitors.  Explain strategies for involving service customers effectively to increase satisfaction, quality, value, and productivity.
  4. 4. 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” Interference with or from other customers Incompatible market segments
  5. 5. Customer Participation across Different Services (Table 12.1)
  6. 6. Importance of 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
  7. 7. Customer Roles in Service Delivery Productive Resources Contributors to Quality, Satisfaction, and Value Competitors
  8. 8. 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?
  9. 9. 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
  10. 10. Customers as Competitors  Customers may “compete” with the service provider  “Internal exchange” vs. “external exchange”  Internal/external decision often based on:  Expertise capacity  Resource capacity  Time capacity  Economic rewards  Psychic rewards  Trust  Control
  11. 11. A Proliferation of Self-Service Technologies  ATMs  Pay at the pump  Airline check-in  Hotel check-in, out  Automated car rental  Blood pressure machines  Tax prep software  Self-checkout  Online banking  Online vehicle registration  Online auctions  Home and car buying online  Package tracking  Internet shopping  IVR phone systems  Distance education
  12. 12. Service Production Continuum (Figure 12.1)
  13. 13. Strategies for Enhancing Customer Participation (Figure 12.2)
  14. 14. Strategies for Enhancing Customer Participation  Define customers’ roles  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
  15. 15. Compatibility Management  “a process of first attracting homogeneous consumers to the service environment, then actively managing both the physical environment and customer-to- customer encounters in such a way as to enhance satisfying encounters and minimize dissatisfying encounters” (Martin and Pranter 1989)
  16. 16. Characteristics of Service that Increase the Importance of Compatible Segments

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