Customers Roles in Service Delivery

PTMBA, November 26, 2011

Role played by customer

Since customers are participants in service production and delivery , they can potentially contribute to the widening of gap 3. That is, customers themselves can influence whether the delivered service meets customerdefined specifications Sometimes customers lack understanding of their roles and exactly what they should do in a given situation At other times customers may understand the role but be unwilling to perform for some reason . Sometimes the gap is widened not through the customer per say but other customers.

Table 13.1 Levels of Customer Participation across Different Services

Source: Adapted from A. R. Hubbert, Customer Co-Creation of Service Outcomes: Effects of Locus of Causality Attributions, doctoral dissertation, Arizona State University, Tempe, Arizona, 1995.

Levels of Customer Participation across Different Services

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

Customers Roles
Customers as Productive Resources ( gas stations) Customers as Contributors to Service Quality and Satisfaction ( healthcare, education, personal fitness and weight loss) Customers as Competitors ( child care, home maintenance, car repair ) which depend on Expertise , resources , time, economic rewards, psychic rewards, trust and control .

Self-service Technologies (SSTs) The Ultimate in Customer Participation

Why SSTs? Cost Savings to firm Customer Demand SST Failure Customers see no personal benefit from using SST; lack of ability or knowledge in using SST
Customer Readiness Whats in it for me?; Do I have the ability to use this SST?; Do I understand what I am supposed to do?

Strategies for Enhancing Customer Participation

Effective Customer Participation: Define Customers Jobs Manage the Customer Mix Recruit, educate and reward customers

Define Customers Jobs

Helping Oneself Helping Others Promoting the Company Individual Differences: Not Everyone wants to Participate

Recruit, Educate and Reward Customers

Recruit the Right Customer ( day care centers) Educate and Train Customers to Perform Effectively ( university, health clubs) Reward Customers for their contribution

Manage the customer mix

Compatibility management Codes of Conduct