Mcgraw Hill/Irwin
Mcgraw Hill/Irwin
Mcgraw Hill/Irwin
Chapter
Customers’ Roles in Service 12
Delivery
The Importance of Customers in Service
Cocreation and Delivery
Customers’ Roles
12-2
Objectives for Chapter 12:
Customers’ Roles in Service Delivery
Illustrate the importance of customers in successful
service delivery and cocreation of service experiences.
12-3
How Customers Widen the Service Performance
Gap
Lack of understanding of their roles
12-5
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
12-6
Customer Roles in Service Delivery
Productive Resources
Contributors to
Service Quality and
Satisfaction
Competitors
12-7
Customers as Productive Resources
Key issue:
Should customers’ roles be expanded? reduced?
12-8
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
12-9
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
12-10
A Proliferation of Self-Service Technologies
12-12
Strategies for Enhancing Customer Participation
12-13
Strategies for Enhancing Customer Participation
12-15
Characteristics of Service that Increase the
Importance of Compatible Segments
12-16