Consumer Role in Service Delivery

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LECTURE NOTES

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Customers’ roles in service deli

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 DELIVERY

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Customer Receiving The Service Fellow Customers

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Table 13.1 Levels of CustomerParticipation across Different Servic

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CUSTOMERS’ ROLES 

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Productive Resources

Contributors toService Quality and

Satisfaction

Competitors

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Customers As Productive Reso

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Customer inputs can affect the organization’sproductivity through both the quality of what thecontribute and the resulting quality and quantitygenerated.

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Customers As Contributors To ServQuality and Satisfaction

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Effective customer participation can increase thlikelihood that needs are met and that the benecustomer seeks are actually attained.

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Customers As Competitors

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Internal Exchange vs. External Exchange Expertise Capacity

Resource Capacity

Time Capacity

Economic Rewards

Psychic Rewards

Trust

Control

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ULTIMATE IN CUSTOMERPARTICIPATION

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Services produced entirely by the customer witdirect involvement or interaction with the firm’s

employees. ATMs

Pay at the pump

Internet banking

Internet shopping

Distance education

S

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Figure 13.2 Services ProductionContinuum

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1 2 3 4  5 

Gas Station Illustration 

1. Customer pumps gas and pays at the pump with autom2. Customer pumps gas and goes inside to pay attendan3. Customer pumps gas and attendant takes payment at 4. Attendant pumps gas and customer pays at the pump 5. Attendant pumps gas and customer goes inside to pay6. Attendant pumps gas and attendant takes payment at

t

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ey uest ons e ov ng nSST

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What is our strategy? What do we hope to achieve through SST(cost saving, revenue growth, competitive advantage)?

What are the benefits to customers of producing the serviceown through the SST? Do they know and understand these

How can customers be motivated to try the SST? Do they utheir role? Do they have the capability to perform this role?

How “technology ready” are our customers? Are some segm

customers more ready to use the technology than others? How can customers be involved in the design of the service

system and processes so that they will be more likely to adothe SST?

What forms of customer education will be needed to encouradoption? Will other incentives be needed?

How will inevitable SST failures be handled to regain customconfidence?

STRATEGIES FOR ENHANCING

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STRATEGIES FOR ENHANCINGCUSTOMER PARTICIPATION

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Figure 13.3 Strategies for Enhancing CustomerParticipation 

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Define Customers’ Jobs 

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Helping Oneself Helping Others

Promoting The Company

Individual Differences: Not Everyone Wants To

Participate

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Recruit, Educate, and Reward Cust

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Recruit the Right Customers Educate and Train Customers to Perform Effec

Reward Customers for Their Contributions

Avoid Negative Outcomes of Inappropriate Cus

Participation

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Manage The Customer Mix

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Table 13.2 Characteristics of Service that Increase the Importance of CSegments

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Conclusion

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Through understanding the importance of custoservice delivery and identifying the roles playedcustomer in a particular context, managers canstrategies to enhance customer participation.

By implementing these strategies, organizationsee a reduction in gap 3 due to effective, efficiecustomer contributions to service delivery.