Chapter 13: Customers’ Roles in Service Delivery When a customer does not understand his role in the service delivery process, he is contributing to Provider Gap 3 Customers producing service for themselves Levels of customer participation: High vs Low: eating in a restaurant, staying in a hotel, attending a concert, having a physical exam

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.

Importance of Other (“Fellow”) Customers in Service Delivery Other customers can ____________ from satisfaction: disruptive behaviors overly demanding behaviors excessive crowding incompatible needs Other customers can ______________ satisfaction: mere presence socialization/friendships roles: assistants, teachers, supporters, mentors

Figure 13.2 Services Production Continuum Customer Production Joint Production Firm Production 1 2 3 4 5 6 Gas Station Illustration 1. Customer pumps gas and pays at the pump with automation 2. Customer pumps gas and goes inside to pay attendant 3. Customer pumps gas and attendant takes payment at the pump 4. Attendant pumps gas and customer pays at the pump with automation 5. Attendant pumps gas and customer goes inside to pay attendant 6. Attendant pumps gas and attendant takes payment at the pump

Customers’ Roles Customers as ____________________ If customers contribute effort, time, or other resources to the service production process, they should be considered as part of the organization - partial employees Ex: Self service gas station; automated ticket machines for airlines Customer inputs can affect the organization’s productivity Should customers’ roles be expanded or reduced? Does role enhance customer value?

Customers’ Roles Customers as contributors of __________ ___________________ Effective customer participation may increase the likelihood that needs are met and that the benefits the customer seeks are actually attained

Customers’ Roles Customers can contribute to: the ___________________ of the service they receive by asking questions by taking responsibility for their own satisfaction by complaining when there is service failure their own _______________ with the service by performing their role effectively by working with the service provider

Customers’ Roles 3. Customers as ___________________ Customers are viewed as competitors when they produce a service for themselves internal exchange vs. external exchange based on: expertise, resources , time, economic rewards, psychic rewards, trust, control

Strategies for Enhancing Customer Participation (p. 404) Define _________________________: Increase the level of customer involvement in service delivery through active participation (help oneself) example: Ask current customer to help other customers example:_____________________________ Use customers to promote service: credit card offers 10,000 free miles to those who can solicit a new credit card customer

Strategies for Enhancing Customer Participation Recruit, Educate, and Reward Customers: Recruit the _____________: communicate expected roles and responsibilities in advertising and other company messages Example: child-care center requires parental participation Educate and Train Customers to Perform Effectively: patient handbooks for hospitals Reward Customers for Their Contributions: make benefits apparent to customers - better health or quicker recovery from following patient handbook

Strategies for Enhancing Customer Participation Manage the Customer Mix:______________ ________________________________ Communicate beforehand - allow customers to self-select Compatible customers are grouped together Customer “codes of conduct” Proper training of personnel

Exercise – Thoughts to Consider Describe a time when your satisfaction in a particular situation was increased because of something another customer did. Could (or does) the organization do anything to ensure that this happens routinely? What does it do? Should it try to make this a routine occurrence? Describe a time when your satisfaction in a particular situation was decreased because of something another customer did. Could the organization have done anything to manage this situation more effectively?