Ch 12: Customers' roles in service delivery Flashcards
Customers receiving the service participate in the …
… delivery process
Which gap’s narrowing or widening do they contribute to?
Gap 3
In some situations consumers inputs are required to aid the service organisation in creating the service. These inputs can be .. (3)
Information
Effort
Physical possessions.
3 types of customer roles
Customers as productive resources
Customers as contributors to quality
Customers as competitors
Self-service technologies (SSTs) (def)
Are services produced entirely by the customer without any direct involvement or interaction with the firm’s employees. SSTs represent the ultimate form of customer participation along a continuum from services that are produced entirely by the customer.
Self-service anxiety (def)
The fear and apprehension of using technology to execute a service along with the perceived social pressures of performing the service among other people.
Strategies for enhancing customer participation (3)
- Define customer’s jobs
- Recruit, educate and reward customers
- Manage the customer mix