DELIVERING AND

PERFORMING
SERVICE
Customers’ Roles in Service
Delivery
Customers’ Roles in Service
Delivery
 The Importance of Customers in Service
Cocreation and Delivery

 Customers’ Roles

 Self-Service Technologies—The Ultimate in

Customer Participation

 Strategies for Enhancing Customer Participation

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 Provider Gap 3

CUSTOMER

Service Delivery
COMPANY
Service
Performance
Gap
Customer-Driven
Service Designs and
Standards

Part 5 Opener
Key Factors Leading to Provider Gap 3
Service Delivery

GAP
3 Key Factors Related to Customers:
• Customers lack
• Customers are
• Customers are not
• Interference by
• Incompatible

Customer-Driven Service
Designs and Standards
How Customers Widen the Service Performance
Gap
 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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Importance of Other (“Fellow”) Customers
in Service Delivery
 Other customers can detract from satisfaction:
 Disruptive behaviors
 Overly demanding behaviors
 Excessive crowding
 Incompatible needs
 Other customers can enhance satisfaction:
 Mere presence
 Socialization/friendships
 Roles: assistants, teachers, supporters, mentors

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Customer Roles in Service Delivery

Productive Resources

Contributors to
Service Quality and
Satisfaction

Competitors

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A Proliferation of Self-Service Technologies

 ATMs  Online banking

 Pay at the pump  Online vehicle
 Airline check-in registration
 Online auctions
 Hotel check-in, out
 Home and car buying
 Automated car rental online
 Blood pressure  Package tracking
machines  Internet shopping
 Tax prep software  IVR phone systems
 Self-checkout  Distance education

12-9