ch 12 services 2824
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Contact: +923006641921 Usman Waheed
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SMBELTEI BELTEI
INTERNATIONAL INTERNATIONAL UNIVERSITYUNIVERSITY
Faculty of Business Faculty of Business AdministrationAdministration
Bachelor’s ProgramBachelor’s ProgramMoeung Phanny
Master of Business Administration (MBA) / ( MJM )
Tel: 011 78 78 80E-mail: [email protected]
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SMSMChapter 12
CUSTOMERS’ ROLES IN SERVICE DELIVERY
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SMObjectives 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
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SMImportance 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
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SM 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
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SM
Figure 12-2Figure 12-2
Customer Roles in Service Delivery
Productive Resources
Contributors to Quality and Satisfaction
Competitors
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SMCustomers 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?
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SMCustomers 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
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SMCustomers 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
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SMTechnology Spotlight:
Services Production Continuum
1 2 3 4 5 6
Gas Station Illustration1. Customer pumps gas and pays at the pump with automation2. Customer pumps gas and goes inside to pay attendant3. Customer pumps gas and attendant takes payment at the pump4. Attendant pumps gas and customer pays at the pump with automation5. Attendant pumps gas and customer goes inside to pay attendant6. Attendant pumps gas and attendant takes payment at the pump
Customer Production Joint Production Firm Production
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SM
Figure 12-3Figure 12-3
Strategies for Enhancing Customer Participation
EffectiveCustomer
ParticipationRecruit, Educate,
and Reward Customers
Define CustomerJobs
Manage theCustomer
Mix
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SMSelf Service Technologies- The Ultimate in
Customer Participation(SST)
A proliferation of New SSTs1. ATMs2. Pay at the pump3. Airline cheek-in4. Hotel cheek- in and cheek out5. Automated car rental6. Automated filing of legal claims7. Online driver’s license testing8. Automated betting machines9. Electronic blood pressure machine10.Various vending service11.Tax preparation software
12.Self-scanning at retail stores13.Internet banking14.Vehicle registration online15.On line auctions16.Home and car buying online17.Automated investment
transaction 18.Insurance online19.Package tracking20.Internet shopping21.Internet information search22.Interactive voice response phone
systems.23.Distance education.
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SMStrategies for EnhancingCustomer Participation
1. Define customers’ jobs- helping himself- helping others- promoting the company
2. Individual differences: not everyone wants to participate
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SMStrategies for Recruiting,Educating and Rewarding
Customers1. Recruit the right customers2. Educate and train customers to perform effectively3. Reward customers for their contribution4. Avoid negative outcomes of inappropriate customer participation
Manage the Customer MixCompatibility management: a process of first attracting homogeneous
consumers to the service environment, then actively managing both the physical environment and customer to customer encounters in such a way as to enhance satisfying encounters and minimizing dissatisfying customers.Strategies:1. Homogeneous customers2. Locational proximity3. Codes of conduct ( dresses and smoking attitudes)
Contact: +923006641921 Usman Waheed
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SM THANK YOU FOR YOUR ATTENTION !
Any question?