MKT 4050 Chapter 12 Roles in Service Delivery

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Services Marketing
Chapter 12
updated 6 years ago by bgsumkt4050
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1

Low Level customer participation

Customers physical presence is required

2

Moderate Level customer participation

Customers input is required to aid the service organization in creating the service

3

High Level customer participation

customers are cocreators in the service

4

Roles of Customer; Productive Resource

if they use time, effort, or resources they should be included part of the organization

5

Roles of Customer; Contributors to service quality and satisfaction

Customers who believe they have done their part to be effective in the service are more likely to be satisfied.

6

Roles of Customer; Competitors

Customers can partially or fully perform service on thier own. So they are competition

7

Factors that play to whether customers will buy a service

Expertise capacity, resource capacity, time capacity, economic rewards, psychic rewards, trust, and control

8

Expertise capacity

The know-how to do the service

9

resource capacity

does the customer have the resources to do the service

10

time capacity

does the customer have the time

11

economic rewards

Will they save money doing it themselves

12

psychic rewards

will the customer receive reward on a job well done or suffer costs on a job done poorly

13

trust

Does the customer trust they can do the service

14

control

does the customer want to have control over the process

15

Types of Self- Service Technologies

ATM, Pay at the Pump, and Airline Check in.

16

Strategies for Enhancing Customer Participation; Define Customers' roles

Clarify level of participation, identify specific jobs and tasks, and understand implications for productivity, quality, and satisfaction

17

Strategies for Enhancing Customer Participation; recruit, educate, and reward customers

identify and recruit appropriate segments, educate customers for their roles, provide reasons to participate, reward customer performance

18

Strategies for Enhancing Customer Participation; Manage the customer mix

assess compatibility of segments, isolate incompatible segments, enhance segment compatibility