1. 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

2. 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.

3. 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

4. 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

5. 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?

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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?