lecture 10 customers' role
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8/2/2019 Lecture 10 Customers' Role
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Customers’ Role in Service
Delivery
Jiveta Chaudhary
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Customers Participate in services
Low Contact Service
High Contact Service
Medium Contact Service
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Customers Participate in services
Low Contact Service
Products are Standardized Service is provided regardless of any
choice
Payment may be the only required
customer input
Examples: Airline travel; Motel Stay; Fast-food Restaurant
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Customers Participate in services
Low Contact Service
High Contact Service
Medium Contact Service
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Customers Participate in services
Medium Contact Service
Client inputs customize the service
Provision of service requirescustomer purchase
Customer inputs are necessary foran adequate outcome, but the
service firm provides the service
Examples: Haircut, Annual Physical Exam, Full-service Restaurant
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Customers are co-creators of services
Low Contact Service
High Contact Service
Medium Contact Service
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Customers Participate in services
High Contact Service
Active client participation guides the
customized service Service cannot be created apart from
the customer’s purchase and active
participation
Customer inputs, choices, and actions
co-create the outcome
Examples: Marriage counseling, personal training, weight reduction program
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Customers affect dis/satisfaction
Low HighMedium
L e v e l o f
C u s t o m e r P a
r t i c i p a t i o n
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Customers impact Gap 3
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Customers impact Gap 3
Service Delivery
Customer-Driven ServiceDesigns and Standards
Deficiencies in human resource policiesIneffective recruitmentRole ambiguity and role conflict
Inappropriate evaluation and compensation systemsLack of empowerment, perceived control, and teamwork
Customers who do not fulfill rolesCustomers who lack knowledge of their roles and responsibilitiesCustomers who negatively impact each other
Problems with service intermediariesChannel conflict over objectives and performanceDifficulty controlling quality and consistencyTension between empowerment and control
Failure to match supply and demandFailure to smooth peaks and valleys of demand
Gap3
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Role of FELLOW Customers•
Negative Effects – Disruptive behaviors
– Delays
– Crowd
– Incompatible Needs
• Positive Effects
– Enhance experience
– Achieving service goals
– Providing Information
– Sharing/complaining
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Customer’s Roles
• Productive Resources
• Contributors to Service Quality & Satisfaction
•
Competitors
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Enhancing Customer Participation
•Clarify levels of participation
•Identify specific jobs and tasks
•Understand implications for
productivity & resources
•Assess compatibility of segments
•Isolate incompatible segments
•Enhance segment compatibility
•Identify and recruit appropriate
segments
•Educate customers for their roles
•Provide reasons to participate
•Reward customer performance
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Defining Customers’ Roles
• Helping oneself
• Helping others
•
Promoting the company
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Managing the Customer Mix
- Compatibility ManagementCHARACTERISTIC EXAMPLES
Customers are in close physical proximity to each other Airplane flights
Entertainment events
Sports events
Verbal interaction takes place amongst customers Full service restaurants
Cocktail lounges
Educational settings
Customers are engaged in numerous and varied activities Universities
Health clubs
Resort hotels
The service environment attracts a heterogeneous
customer mix
Public parks
Public transportation
The core service is compatibility Weight loss group programmesMental health support programmes
Customers must occasionally wait for service Medical clinics
Tourist attractions
Restaurants
Customers are expected to share time, space or service
utensils with each other
Golf courses
Hospitals
Airplanes
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Self Service Technologies
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