SERVICES MARKETING CHAPTER 13 CUSTOMERS' ROLES IN SERVICE DELIVERY by kellena96

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SERVICES MARKETING
CHAPTER 13
CUSTOMERS’ ROLES IN SERVICE
DELIVERY
Presented By : Umut Korkuter & Nazim Belge
    Chapter’s Objectives
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    To  illustrate the importance of customers in successful
    service delivery and cocreation of service experiences.
    To discuss the variety of roles that service customers
    play: productive resources for the organization;
    contributors to quality and satisfaction; competitors.
    To explain the strategies for involving service customers
    effectively to increase both quality and productivity.
    THE IMPORTANCE OF CUSTOMERS IN
    SERVICE DELIVERY
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     Customer Receiving The Service
     Fellow Customers
    Table 13.1 Levels of Customer Participation
    across Different Services
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    CUSTOMERS’ ROLES
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      Productive Resources


      Contributors to Service
      Quality and Satisfaction




      Competitors
    Customers As Productive Resources
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     Customer  inputs can affect the organization’s productivity
     through both the quality of what they contribute and the
     resulting quality and quantity of output generated.
    Customers As Contributors To Service Quality
    and Satisfaction
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     Effectivecustomer participation can increase the likelihood
      that needs are met and that the benefits the customer
      seeks are actually attained.
    Customers As Competitors
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       Internal Exchange vs. External Exchange
         Expertise Capacity
         Resource Capacity
         Time Capacity
         Economic Rewards
         Psychic Rewards
         Trust
         Control
    SELF-SERVICE TECHNOLOGIES – THE ULTIMATE
    IN CUSTOMER PARTICIPATION
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     Services  produced entirely by the customer without any
      direct involvement or interaction with the firm’s employees.
       ATMs
       Pay  at the pump
       Internet banking
       Internet shopping
       Distance education
     Figure 13.2 Services Production Continuum
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        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
     Key Questions While Moving Into SST
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        What is our strategy? What do we hope to achieve through the SST(cost saving,
         revenue growth, competitive advantage)?
        What are the benefits to customers of producing the service on their own through the
         SST? Do they know and understand these benefits?
        How can customers be motivated to try the SST? Do they understand their role? Do
         they have the capability to perform this role?
        How “technology ready” are our customers? Are some segments of customers more
         ready to use the technology than others?
        How can customers be involved in the design of the service technology system and
         processes so that they will be more likely to adopt and use the SST?
        What forms of customer education will be needed to encourage adoption? Will
         other incentives be needed?
        How will inevitable SST failures be handled to regain customer confidence?
     STRATEGIES FOR ENHANCING CUSTOMER
     PARTICIPATION
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      Figure   13.3 Strategies for Enhancing Customer Participation
     Define Customers’ Jobs
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      Helping Oneself
      Helping Others

      Promoting The Company

      Individual Differences: Not Everyone Wants To Participate
     Recruit, Educate, and Reward Customers
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      Recruit the Right Customers
      Educate and Train Customers to Perform Effectively

      Reward Customers for Their Contributions

      Avoid Negative Outcomes of Inappropriate Customer
       Participation
     Manage The Customer Mix
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        Table 13.2 Characteristics of Service that Increase the Importance of Compatible Segments
     Conclusion
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      Through understanding the importance of customers in service
       delivery and identifying the roles played by the customer in a
       particular context, managers can develop strategies to
       enhance customer participation.
      By implementing these strategies, organization should see a
       reduction in gap 3 due to effective, efficient customer
       contributions to service delivery.

								
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