1. Services = Product (=> Goods + Services) Temporal process :
”Services” is a co-operation process where both the Seller & the Buyer participate
Co-operation => Interaction
Temporal process :
1) …build-up of customer expectations…
2) Personal contact, …roles start to develop (compare : dogs)
3) Acceptance of the roles
4) Performance of activities (…co-operation)
5) End phase, …getting apart…
6) …temporal continuum…

2. Services = Product (=> Goods + Services)
”Services” is a co-operation process where both the Seller & the Buyer participate
Co-operation => Interaction
Distribution of work activities, - who does what ?
&
Leadership
Customer is uneasy, “fearful”. => Inform what is happening (in the serviceprocess),
and what (s)he is expected to do.
How do you inform the Customer what (s)he is expected to do ?
Signs, …written material, …lay-out of premises, …person-to-person contact…
The Customer should feel that (s)he is in control, => safety. …(s)he wants to be …lead.
Change abstract into “concrete”, …material => something understandable.
CUSTOMER & styles of participation

3. Services & styles of Customer Participation
1. Specifier
- specifies the services (s)he wants… …production & co-operation…
2. Developer
- gives suggestions of how to improve the services, and participates
in the R&D and production work
3. Controller
- controls / supervises the quality of the services (s)he receives
4. Producer
- at the extreme, the only person in the service production
5. Consumer
- uses the services all through the production process
6. Promoter
- often the best salesperson of the service producing organization
Active - Passive, …Aggressive, Social, Dominating, Supportive, Driven by special interests…
Participation is often rather loaded with EMOTIONS

4. Services = Product (=> Goods + Services)
Characteristics of good services :
1) Credibility
2) Prof skills => task & personal
3) Thrustworthiness, attitude & behviour
4) Willingness to serve
5) Reach ability
6) Frendliness, caring
7) Communication, interaction
8) Safety
9) ”Understanding” the Customer
10) Material support (…back-stage)
11) Easyness of Customer participation
12) ”Correcting” procedures
13) Control of C expectations, experiencies
14) Control of C participation
15) Control of the participation of the other Customers
Quality is what the Customer experiences all through the process. The Customer
evaluates constantly the outcome, - down to the smallest detail of the process.
Devil lurks behind the tiny details !