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Customers’ Roles in Service Delivery (Chapter 13)

Customers’ Roles in Service Delivery (Chapter 13). Gap 3 - Service Performance Gap Importance of Customers in Service Delivery Customers’ Roles Strategies for Enhancing Customer Participation. GAP 3. Provider Gap 3. CUSTOMER. Service Delivery. COMPANY. Customer-Driven

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Customers’ Roles in Service Delivery (Chapter 13)

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  1. Customers’ Roles in Service Delivery(Chapter 13) • Gap 3 - Service Performance Gap • Importance of Customers in Service Delivery • Customers’ Roles • Strategies for Enhancing Customer Participation ã 2005 - Dwayne D. Gremler

  2. GAP 3 Provider Gap 3 CUSTOMER Service Delivery COMPANY Customer-Driven Service Designs and Standards Part 5 Opener ã 2005 - Dwayne D. Gremler

  3. Key Factors Leading to Provider Gap 3 Service Delivery GAP 3 • Key Factors Related to Customers: • Customers lack • Customers are • Customers are not • Interference by • Incompatible Customer-Driven Service Designs and Standards ã 2005 - Dwayne D. Gremler

  4. Importance of Customers in Service Delivery • Co-production • Levels of customer participation: • low participation • examples: • moderate participation • examples: • high participation • examples: ã 2005 - Dwayne D. Gremler

  5. Levels of Customer Participation Across Different Services Table 13.1 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. ã 2005 - Dwayne D. Gremler

  6. Services Production Continuum Gas Station Illustration: 1. Attendant pumps gas and attendant takes payment at the pump 2. Attendant pumps gas and customer goes inside to pay attendant 3. Attendant pumps gas and customer pays at the pump with automation 4. Customer pumps gas and attendant takes payment at the pump 5. Customer pumps gas and goes inside to pay attendant 6. Customer pumps gas and pays at the pump with automation ã 2005 - Dwayne D. Gremler

  7. Importance of Other (“Fellow”) Customers in Service Delivery • Other customers can detract from satisfaction • Other customers can enhance satisfaction • roles: ã 2005 - Dwayne D. Gremler

  8. Customer Roles in Service Delivery (1) Productive Resources (2) Contributors to Quality and Satisfaction (3) Competitors ã 2005 - Dwayne D. Gremler

  9. (1) Customers as • “partial employees” • contributing • customer inputs can affect organization’s productivity • e.g., • e.g., • key issue: • should • e.g., • e.g., • e.g., • should ã 2005 - Dwayne D. Gremler

  10. (2) Customers as • Customers can contribute to • by performing their role effectively • by working with the service provider • by asking questions • by taking responsibility for their own satisfaction • by complaining when there is a service failure • e.g., H&R Block: ã 2005 - Dwayne D. Gremler

  11. (3) Customers as • customers may • the primary competition may not be other service firms, but • “internal exchange” vs. “external exchange” • internal/external decision often based on: ã 2005 - Dwayne D. Gremler

  12. Strategies for Enhancing Customer Participation Figure 13.3 ã 2005 - Dwayne D. Gremler

  13. Strategies for EnhancingCustomer Participation • Define • helping • helping • promoting the • Recruit, educate, and reward • recruit the right • educate and train customers to • reward customers for • avoid negative outcomes of inappropriate • Manage the ã 2005 - Dwayne D. Gremler

  14. Characteristics of Service that Increase the Importance of Compatible Segments Table 13.2 Source: Adapted from C. I. Martin and C. A. Pranter, “Compatibility Management: Customer-to-Customer Relationships in Service Environments,” Journal of Services Marketing,3, no. 3 (Summer 1989), pp. 5–15. ã 2005 - Dwayne D. Gremler

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