1. CUSTOMERS’ ROLES IN SERVICE DELIVERY Chapter 12
MTG 410
Fall 2000

2. Marketing Exchange --- Creating Value
By participating in the service delivery process, customers create value for themselves

3. The Drama Metaphor
actors
audience
script
setting
props

4. Importance of Other Customers in Service Delivery
Other customers can detract from satisfaction
disruptive behaviors
excessive crowding
incompatible needs
Other customers can enhance satisfaction
mere presence
socialization/friendships
roles: assistants, teachers, supporters

5. 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

6. Figure 12-2 Customer Roles in Service Delivery
Productive Resources
Contributors to Quality and Satisfaction
Competitors

7. 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?

8. 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

9. 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

10. Technology Spotlight: 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

11. Figure 12-3 Strategies for Enhancing Customer Participation
Effective
Customer
Participation
Recruit, Educate,
and Reward
Customers
Define Customer
Jobs
Manage the
Customer
Mix

12. Strategies for Enhancing Customer Participation
1. Define customers’ jobs
- helping himself
- helping others
- promoting the company
2. Individual differences: not everyone wants
to participate

13. 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