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Ch 12 services 2824

Date post: 19-Dec-2014
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Contact: +923006641921 Usman Waheed 1 S M BELTEI INTERNATIONAL BELTEI INTERNATIONAL UNIVERSITY UNIVERSITY Faculty of Business Faculty of Business Administration Administration Bachelor’s Program Bachelor’s Program Moeung Phanny Master of Business Administration (MBA) / ( MJM ) Tel: 011 78 78 80 E-mail: [email protected]
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Page 1: Ch 12 services 2824

Contact: +923006641921 Usman Waheed

1

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]

Page 2: Ch 12 services 2824

2

SMSMChapter 12

CUSTOMERS’ ROLES IN SERVICE DELIVERY

Page 3: Ch 12 services 2824

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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

Page 4: Ch 12 services 2824

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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

Page 5: Ch 12 services 2824

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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?

Page 8: Ch 12 services 2824

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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

Page 9: Ch 12 services 2824

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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

Page 10: Ch 12 services 2824

10

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

Page 12: Ch 12 services 2824

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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)

Page 15: Ch 12 services 2824

Contact: +923006641921 Usman Waheed

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SM THANK YOU FOR YOUR ATTENTION !

Any question?


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