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Chapter 12 Customers' Roles in Service Delivery (Customer Roles in …
Chapter 12
Customers' Roles in
Service Delivery
Importance of Other Customer
in Service Delievery
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
Customer Roles in
Service Delivery
Customer as
Productive Resources
referred to as '' partial employees '' of the organization- human resources who contribute to the organization's productive capacity
customer inputs can affect organization's productivity through both quality of what they contribute & resulting quality & quantity of output generated
Customer As
Contributors to Service
Quality & Satisfaction
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
Customer As
Competitors
customers may ''compete'' with the service provider
internal exchange: produce a service for themselves , for example: child care, home maintenance
external exchange: someone else provide the service for them
Internal / External Decision often based on:
Expertise capacity
Resource capacity
Time capacity
Economic rewards
Psychic rewards
Trust
Control
Self-Service Technologies
are services produced entirely by the customer without any direct involvement / interaction with the firm's employees
Proliferation of SST
ATM
Online banking
self-checkout
online vehicle registration
Strategies for Enhancing
Customer Participation
Define Customers' Roles
Clarify level of participation
Identify specific jobs & tasks
Understand implications for productivity, quality & satisfaction
Recruit, Educate & Reward Customers
Identify & recruit appropriate segments
Educate customers for their roles
Provide reasons to participate
Reward customer performance
3.Manage the Customer Mix
Assess compatibility of segments
Isolate incompatible segments
Enhance segment compatibility