Ch 12: Customers' roles in service delivery

Question 1

Customers receiving the service participate in the …

Answer 1

… delivery process

Question 2

Which gap’s narrowing or widening do they contribute to?

Answer 2

Gap 3

Question 3

In some situations consumers inputs are required to aid the service organisation in creating the service. These inputs can be .. (3)

Answer 3

Information
Effort
Physical possessions.

Question 4

3 types of customer roles

Answer 4

Customers as productive resources
Customers as contributors to quality
Customers as competitors

Question 5

Self-service technologies (SSTs) (def)

Answer 5

Are services produced entirely by the customer without any direct involvement or interaction with the firm’s employees. SSTs represent the ultimate form of customer participation along a continuum from services that are produced entirely by the customer.

Question 6

Self-service anxiety (def)

Answer 6

The fear and apprehension of using technology to execute a service along with the perceived social pressures of performing the service among other people.

Question 7

Strategies for enhancing customer participation (3)

Answer 7

1. Define customer’s jobs
2. Recruit, educate and reward customers
3. Manage the customer mix