MBA全套教材——服务市场(英文版PPT课件)Chap12.ppt

Objectives for Chapter 12:Customers’ Roles in Service Delivery Illustrate the importance of customers in successful service delivery Enumerate the variety of roles that service customers play Productive resources Contributors to quality and satisfaction Competitors Explain strategies for involving service customers effectively to increase both quality and productivity 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 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 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 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 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 Figure 12-3Strategies for Enhancing Customer Participation Strategies for EnhancingCustomer Participation Strategies for Recruiting,Educating and Rewarding Customers McGraw-Hill ? 2000 The McGraw-Hill C