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    Cistomers Role in SM - 12

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    parmeshwar mahato
    Here are a few key points about the customer's role as a productive resource: - Customers co-create value by participating in the service delivery process. Their involvement helps shape the service experience. - Customers contribute to quality and their own satisfaction by performing their role well, asking questions, taking responsibility, and providing feedback. - Firms can help customers perform effectively by providing orientation, education, tools, and support to customers. Clear communication of expectations is important. - When I booked a hotel room online, I played a role in service delivery by researching options, selecting amenities, and completing the booking form. The hotel provided online resources to help with the self-service process. I felt informed and able to

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    Cistomers Role in SM - 12

    Uploaded by

    parmeshwar mahato
    11 views18 pages
    Here are a few key points about the customer's role as a productive resource: - Customers co-create value by participating in the service delivery process. Their involvement helps shape the service experience. - Customers contribute to quality and their own satisfaction by performing their role well, asking questions, taking responsibility, and providing feedback. - Firms can help customers perform effectively by providing orientation, education, tools, and support to customers. Clear communication of expectations is important. - When I booked a hotel room online, I played a role in service delivery by researching options, selecting amenities, and completing the booking form. The hotel provided online resources to help with the self-service process. I felt informed and able to

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    Here are a few key points about the customer's role as a productive resource: - Customers co-create value by participating in the service delivery process. Their involvement helps shape the service experience. - Customers contribute to quality and their own satisfaction by performing their role well, asking questions, taking responsibility, and providing feedback. - Firms can help customers perform effectively by providing orientation, education, tools, and support to customers. Clear communication of expectations is important. - When I booked a hotel room online, I played a role in service delivery by researching options, selecting amenities, and completing the booking form. The hotel provided online resources to help with the self-service process. I felt informed and able to

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    11 views18 pages

    Cistomers Role in SM - 12

    Uploaded by

    parmeshwar mahato
    Here are a few key points about the customer's role as a productive resource: - Customers co-create value by participating in the service delivery process. Their involvement helps shape the service experience. - Customers contribute to quality and their own satisfaction by performing their role well, asking questions, taking responsibility, and providing feedback. - Firms can help customers perform effectively by providing orientation, education, tools, and support to customers. Clear communication of expectations is important. - When I booked a hotel room online, I played a role in service delivery by researching options, selecting amenities, and completing the booking form. The hotel provided online resources to help with the self-service process. I felt informed and able to

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    Customer’s Role in Service

    Delivery
    Creating Value

     By participating in
    the service delivery
    process, customers
    create value for
    themselves
    How Customers Widen the Service
    Performance Gap

    12-6
    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”

     Incompatible market segments - able to exist or occur together without


    problems or conflict.

    12-7
    Characteristics of Service that Increase the Importance of Compatible
    Segments

    12-8
    Importance of Other Customers in Service
    Delivery

     Other customers can detract from satisfaction


     disruptive behaviors

     excessive crowding

     incompatible needs

     Other customers can enhance satisfaction


     mere presence

     socialization/friendships

     roles: assistants, teachers, supporters


    Customer Roles in Service
    Delivery

    Productive Resources

    Contributors to
    Quality and
    Satisfaction

    Competitors
    Customer as Productive Resource

    Co-Creating services
    Contributors to Quality and Satisfaction

     Customers can contribute to Which customer will be more


    satisfied ?
    • their own satisfaction with the service
     by performing their role effectively A or B
     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
    Customers as competitors

    Internal Exchange- Whether to


    produce service themselves e.g Child
    care, home maintenance, car repair
    External Exchange – or have
    someone else provide service e.g
    financial advisor

    Ikea DIY

    internal/external decision often based on:


    expertise
    resources
    time
    economic rewards
    psychic rewards
    trust
    control
    Technology Spotlight:
    Services Production Continuum

    Customer Production Joint Production Firm Production

    1 2 3 4 5 6

    Gas Station Illustration


    1. Customer fills petrol and pays at the petrol filling station with automation
    2. Customer fills petrol and goes inside to pay attendant
    3. Customer fills petrol and attendant takes payment at the pump
    4. Attendant fills petrol and customer pays at the pump with automation
    5. Attendant fills petrol and customer goes inside to pay attendant
    6. Attendant fills petrol and attendant takes payment at the pump

    Can you think of SST’s that occupy far left end of customer participation
    A Proliferation of Self-Service Technologies

     ATMs  Online banking


     Pay at the pump  Online vehicle registration
     Airline check-in  Online auctions
     Hotel check-in, out  Home and car buying
     Automated car rental online
     Blood pressure machines  Package tracking
     Tax prep software  Internet shopping
     Self-checkout  Distance education

    12-15
     Strategies for Enhancing Customer
    Participation
    -Child care centers
    -Ikea requires parents
    -Mentoring system participation
    in universities -Online resources
    -Health Clubs and customer
    -Churches handbooks e.g
    -Social patient material
    organizations -Orientation kits
    -Influencers – -Mc Donald's hired
    online customers to
    demonstrate
    appropriate buying
    behavior
    Ritz Carlton
    Kings Island
    Class Exercise

    Discuss the customer’s role as a productive resource for the firm.


    Describe a time when you played this role. What did you do and
    how did you feel? Did the firm help you perform your role
    effectively? If so, how?

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