4. Service productivity

Question 1

Customer’s roles

Answer 1

We need to train our customers (in the service)

Not always the customers are willing to participate or take new roles. (For example, Air Travel online check-in). Sometimes companies need to prove and show that benefits are clear in taking new customer roles (or behaviour)

Consumers usually don’t like mandatory rules or things.

They are human resources who contribute to the organization’s productive capacity. In other words, if customers contribute effort, time or other resources to the service production process, they should be considered as part of the organization.

Question 2

Fellow customer

Answer 2

Just by knowing what kind of people are in the place (for example the restaurant), consumers can form a perception just by looking at others and make a simultaneous decision to ‘participate’ or not. Selecting the service because of the other customers.

Question 3

Research on consumer behaviour

Answer 3

A lot of people detracts from large crowds as it: exhibiting disruptive behaviours; causing delays; excessively crowding. However, in some cases, a big crowd attracts more people: movie theatres, gym’s, sporting events. Different environments require different ‘moods’.

Question 4

Research on consumer behaviour +

Answer 4

Buying services are more riskier than buying goods. That creates shopping anxiety. It’s not possible to try service in advance, therefore, reputation is everything. That’s why brands are so important.

Question 5

Research on consumer behaviour ++

Answer 5

Perceived height influences construal height.