Delivering Service through Intermediaries and Electronic Channels (Chapter 14)

service provider participants types of service intermediaries key issues involving intermediaries strategies for service intermediaries

2004 - Dwayne D. Gremler

Service Provider Participants

service principal (originator)

(like a manufacturer) service deliverer (intermediary)

(like a distributor/wholesaler)

2004 - Dwayne D. Gremler

Services Intermediaries
franchisees
e.g.,

agents and brokers

e.g.,

electronic channels
e.g.,

2004 - Dwayne D. Gremler

Provider Gap 3

CUSTOMER

COMPANY

Service Delivery GAP 3 Customer-Driven Service Designs and Standards

Part 5 Opener

2004 - Dwayne D. Gremler

Key Factors Leading to Provider Gap 3

Service Delivery

Gap 3

Key Factors Related to Intermediaries:

conflict over objectives and performance conflict over costs and rewards control of service quality empowerment vs. control channel ambiguity

Customer-Driven Service Designs and Standards

2004 - Dwayne D. Gremler

Key Issues Involving Intermediaries

2004 - Dwayne D. Gremler

Electronic Distribution of Services

Benefits
Consistent Low Customer Wide Customer ability to Quick

Challenges
Customers are Lack of Price Inability to

and

Lack of Security Competition from

2004 - Dwayne D. Gremler

Strategies for Effective Service Delivery through Intermediaries

Control Strategies

Empowerment Strategies

Partnering Strategies

2004 - Dwayne D. Gremler

Strategies for Service Intermediaries

control strategies
service principal is the most powerful participant

empowerment strategies
service principal allows more leeway/gives more control to intermediary

partnering strategies
service principal and intermediary work together, using strengths of each, to deliver the service

2004 - Dwayne D. Gremler