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    Customer Role in Service Delivery

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    Samarjit Dey
    The document discusses the role of customers in service delivery. It outlines that customers can both positively and negatively impact satisfaction. Positively, customers can enhance satisfaction through their mere presence, socialization, and taking on roles like assistants or teachers. However, they can also detract from satisfaction through disruptive behaviors or excessive crowding. The document then categorizes customer roles as productive resources, contributors to quality and satisfaction, and competitors. It provides strategies for service providers to effectively manage customer participation, such as defining customer jobs, recruiting and rewarding the right customers, and managing the customer mix.

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    Customer Role in Service Delivery

    Uploaded by

    Samarjit Dey
    54 views11 pages
    The document discusses the role of customers in service delivery. It outlines that customers can both positively and negatively impact satisfaction. Positively, customers can enhance satisfaction through their mere presence, socialization, and taking on roles like assistants or teachers. However, they can also detract from satisfaction through disruptive behaviors or excessive crowding. The document then categorizes customer roles as productive resources, contributors to quality and satisfaction, and competitors. It provides strategies for service providers to effectively manage customer participation, such as defining customer jobs, recruiting and rewarding the right customers, and managing the customer mix.

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    CUSTOMER ROLE IN SERVICE DELIVERY

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    The document discusses the role of customers in service delivery. It outlines that customers can both positively and negatively impact satisfaction. Positively, customers can enhance satisfaction through their mere presence, socialization, and taking on roles like assistants or teachers. However, they can also detract from satisfaction through disruptive behaviors or excessive crowding. The document then categorizes customer roles as productive resources, contributors to quality and satisfaction, and competitors. It provides strategies for service providers to effectively manage customer participation, such as defining customer jobs, recruiting and rewarding the right customers, and managing the customer mix.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    54 views11 pages

    Customer Role in Service Delivery

    Uploaded by

    Samarjit Dey
    The document discusses the role of customers in service delivery. It outlines that customers can both positively and negatively impact satisfaction. Positively, customers can enhance satisfaction through their mere presence, socialization, and taking on roles like assistants or teachers. However, they can also detract from satisfaction through disruptive behaviors or excessive crowding. The document then categorizes customer roles as productive resources, contributors to quality and satisfaction, and competitors. It provides strategies for service providers to effectively manage customer participation, such as defining customer jobs, recruiting and rewarding the right customers, and managing the customer mix.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 11

    CUSTOMERS ROLE IN SERVICE DELIVERY

    PARER NAME:- MARKETING OF SERVICES (MM-3205)

    SUBMITTED TO :DR. H.RAMANANDA SINGH


    ASSOCIATE PROFESSOR
    20-04-2012

    SUBMITTED BY :SAMARJIT DEY Roll No: 31, 1 4th Semester, Sec-A.

    Importance of Customers in Service Delivery


    customers can detract from satisfaction
    disruptive behaviors excessive crowding incompatible needs

    customers can enhance satisfaction


    mere presence socialization/friendships roles: assistants, teachers, supporters

    20-04-2012

    Customer Roles in Service Delivery

    Productive Resources

    Contributors to Quality and Satisfaction

    Competitors

    20-04-2012

    Customers as Productive Resources


    partial employees
    contributing effort, time, or other resources to the production process

    customer inputs can affect organizations productivity key issue:


    should customers roles be expanded? reduced?

    20-04-2012

    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

    20-04-2012

    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
    20-04-2012 6

    Strategies for Enhancing Customer Participation


    Effective Customer Participation

    Define Customer Jobs

    Recruit, Educate, and Reward Customers

    Manage the Customer Mix


    20-04-2012 7

    Strategies for Enhancing Customer Participation


    1. Define customers jobs - helping himself - helping others - promoting the company

    2. Individual differences: not everyone wants to participate

    20-04-2012

    Strategies for Recruiting, Educating and Rewarding Customers


    1. Recruit the right customers 2. Educate and train customers to perform effectively 3. Reward customers for their contribution 4. Avoid negative outcomes of inappropriate customer participation

    20-04-2012

    Manage the Customer Mix

    Assess compatibility of various customer segments Isolate incompatible customer segments

    20-04-2012

    10

    20-04-2012

    11

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