1. CUSTOMERS’ ROLE IN SERVICE DELIVERY

2. 1. S ervice is all about experience. 2.I n “ The future of competion” Venkat Ramaswamy says active customer interaction creates a far higher value than a static product offer. Its not just about putting customer at the centre, but experience. Its about creating value together.

3. 3. S ervice delivery is all about customer driven approach, unlike the 4P’s approach which is product driven focusing on 4A’s A wareness A vailability A ccessibility A ffordability Customers play a very vital role in successful delivery of service as customers are often present in the place where service is produced (Delivered)

4. Customers alone can influence whether the delivered service is as per customer defined specifications. Other customers who are present in the Service scape can also influence the Service positively or negatively.

5. The level of participation of customers varies from Service to Service. In “High level of participation.” Eg. B to B projects like providing software solutions & consultancies. In “Moderate level of participation” customers inputs are necessary to facilitate effective delivery of service.

6. In entertainment service very “low level of participation” is required. Service provider provides the Service & only the customer’s presence is required to avail the service In many Service deliveries other customers also affect the service delivery in a positive or negative way. This can influence the customer’s perceptions of Service quality and affect customer satisfaction.

7. CUSTOMERS’ ROLES Customers as productive resources. Customers as contributors to Service Quality & Satisfaction. Customers as Competitors.