the role of customers

Question 1

how customers widen service performance gap

Answer 1

-not understanding roles
-not willing, or able to perform roles
-no rewards for good performance
-interfering with other customers

Question 2

customer roles in service delivery?

Answer 2

1. productive resources
2. contributors to service quality and satisfaction
3. competitors

Question 3

customers as productive resources

Answer 3

-partial employees
-inputs can affect productivity
-involvement can cause uncertainty for provider

-reccomend: educate customers

Question 4

customers as contributors to service quality, satisafaction

Answer 4

-performing role effectively
-by working with service provider

quality of service they recieve
1. by asking questions
2. taking responsibility for own satisfaction
3. by complaining when service failure

**different feelings when failure in service

Question 5

Customers as competitors

Answer 5

-individual or firms may produce service themselves or outsource

internal/external decisions based on:
1. expertise capasity
2. resource capasity
3. time capasity
4. economic rewards
5. psychic rewards
6. trust
7. control

Question 6

Self service technologies

Answer 6

why?

-cost savings
-sale growth
-increased customer satisfaction
-competitve advantage
- convience for customers

Question 7

strategies for enhancing customer participation

Answer 7

1. define customer roles
2. recruit, educate, reward customers
3. manage customer mix

Question 8

define customer roles

Answer 8

-clarify level of participation
- identify jobs and tasks
- understand implications for productivity, quality, and satisfaction
- helping oneself, helping others, promote company, individual differences: participating

Question 9

recruit, educate, reward customers

Answer 9

-identify, recruit appropriate segments
- educate customer roles
-provide reasons for participation
-reward customer performance

Question 10

manage the customer mix

Answer 10

-assess the compatibility of segments
- isolate incompatible segments
- enhance segment combatibility

• “Compatibility Managment”: a process of first attracting homogenious customers to the service enviroment, then actively managing both the physical enviroment and customer-to-customer encounters, to enhance satisfying encounters and minimize disatisfying encounters

Question 11

The roles that customers can play

Answer 11

1. productive resources
2. contributors to quality, satisfaction, value
3. competitors