Chapter 12: Customers' roles in service delivery

Question 1

Services as drama

Answer 1

The drama metaphor argues that the development and maintenance of an interaction (a service experience) relies on the audience’s input as well as the actors’ presentation.

Question 2

Customers As Competitors

Answer 2

Whether to produce a service for themselves (internal exchange) – for example, child care, home maintenance, car repair – or have someone else provide the service for them (external exchange) is a common dilemma for consumers.

Question 3

Customer ‘codes of conduct’

Answer 3

Other strategies for enhancing customer compatibility include customer ‘codes of conduct’ such as the regulation of smoking behaviour and dress codes. Clearly such codes of conduct may vary from one service establishment to another.

Question 4

Manage the mix of customers

Answer 4

Because customers frequently interact with each other in the process of service delivery and consumption, another important strategic objective is to effectively manage the mix of customers who simultaneously experience the service.