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CUSTOMERS’ ROLES IN SERVICE DELIVERY Chapter 12. MTG 410 Fall 2000. Marketing Exchange --- Creating Value. By participating in the service delivery process, customers create value for themselves. The Drama Metaphor. actors audience script setting props.

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Presentation Transcript
marketing exchange creating value
Marketing Exchange --- Creating Value
  • By participating in the service delivery process, customers create value for themselves
the drama metaphor
The Drama Metaphor
  • actors
  • audience
  • script
  • setting
  • props
importance of other customers in service delivery
Importance of Other Customers in Service Delivery
  • Other customers can detract from satisfaction
      • disruptive behaviors
      • excessive crowding
      • incompatible needs
  • Other customers can enhancesatisfaction
      • mere presence
      • socialization/friendships
      • roles: assistants, teachers, supporters
how customers widen gap 3
How Customers Widen Gap 3
  • Lack of understanding of their roles
  • Not being willing or able to perform their roles
  • No rewards for “good performance”
  • Interfering with other customers
  • Incompatible market segments
figure 12 2 customer roles in service delivery
Figure 12-2 Customer Roles in Service Delivery

Productive Resources

Contributors to Quality and Satisfaction

Competitors

customers as productive resources
Customers as Productive Resources
  • “partial employees”
    • contributing effort, time, or other resources to the production process
  • customer inputs can affect organization’s productivity
  • key issue:
    • should customers’ roles be expanded? reduced?
customers as contributors to service quality and satisfaction
Customers as Contributors to Service Quality and Satisfaction
  • Customers can contribute to
    • their own satisfaction with the service
      • by performing their role effectively
      • by working with the service provider
    • the quality of the service they receive
      • by asking questions
      • by taking responsibility for their own satisfaction
      • by complaining when there is a service failure
customers as competitors
Customers as Competitors
  • customers may “compete” with the service provider
  • “internal exchange” vs. “external exchange”
  • internal/external decision often based on:
    • expertise
    • resources
    • time
    • economic rewards
    • psychic rewards
    • trust
    • control
technology spotlight services production continuum
Technology Spotlight:Services Production Continuum

Customer Production Joint ProductionFirm 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

figure 12 3 strategies for enhancing customer participation
Figure 12-3Strategies for Enhancing Customer Participation

Effective

Customer

Participation

Recruit, Educate,

and Reward

Customers

Define Customer

Jobs

Manage the

Customer

Mix

strategies for enhancing customer participation
Strategies for EnhancingCustomer Participation

1. Define customers’ jobs

- helping himself

- helping others

- promoting the company

2. Individual differences: not everyone wants

to participate

strategies for recruiting educating and rewarding customers
Strategies for Recruiting,Educating and Rewarding Customers

1. Recruit the right customers

2. Educate and train customers to perform

effectively

On site --- place and function orientation

3. Reward customers for their contribution

4. Avoid negative outcomes of inappropriate

customer participation

Manage the Customer Mix