Chapter 12 - Customers Roles in Service Delivery Flashcards Preview

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Flashcards in Chapter 12 - Customers Roles in Service Delivery Deck (26):
1

Customers make a big part of service quality too, reiterate the people part of the 7Ps of service marketing?

it is all human actors playing a part in service delivery and influence the buyers perceptions, so employees, customers, and other customers in service environment

2

What are the three levels of customer involvement?

1. Low, Consumer presence required during service delivery

2. Moderate: Consumer inputs required for service creation

3. High: Customer cocreates the service

3

Give 3 points and an example for low level of customer involvement

Low, Consumer presence required during service delivery

1. Service standardized
2. Provided regardless of any individual purchase
3. payment may be only required customer input

Example: Airline, motel stay, fast-food, pest control

4

Give 3 points and an example for moderate level of customer involvement

Moderate: Consumer inputs required for service creation

1. Client inputs (info, materials) help customize standard service
2. Provision of service requires customer purchase
3. Customer inputs are necessary for adequate outcome, but service firm provides service

Examples: haircut, annual physical exam, full-service restaurant, ad agency campaign

5

Give 3 points and an example for high level of customer involvement

High: Customer cocreates the service

1. Active client participation guides customized service

2. service cannot be created apart from customers purchase and actual participation

3. Customer inputs, choices, and actions concrete outcome

Examples: marriage counselling, personal training, management consulting

6

What are the three roles customers can play in service cocreation and delivery?

1. Customers as productive resources

2. Customers as contributors to service quality and satisfaction

3. Customers as competitors

7

How can customers be productive resources?

When they are ones doing things such as checking themselves into airports/hotels, self serve gasoline, online create-it-yourself etc

8

Why might customers resent being productive resources? (3 things that should be)

Why employees resent?

Customers might resent this stuff if its not for lower prices, quicker access, or better quality outcome).

Employees might too by it disrupting their standard work procedures.

9

How can customers be contributors to service quality and satisfaction?

So behaviours such as students actually showing up and listening to lectures, and whatnot

Customers who believe they've done their part to be effective in service interactions are more satisfied with the service.

YMCA goers who actually went regularly were more satisfied in the service than those who participated less

10

How can customers be competitors?

So if consumer can partially do service, they can sometimes fully do it.

It is the struggle between internal exchange such as child care or maintenance, or external exchange (having someone do the service for them)

11

The internal/external exchange decisions depend on what 7 things?

1. Expertise Capacity
(Do you got the skills)

2. Resource Capacity
(Do you got the tools)

3. Time Capacity
(Do you got the time)

4. Economic Rewards
(Do you got the money)

5. Psychic Rewards
(Are you gonna be satisfied with yourself)

6. Trust
(Do you trust yourself/household/firm more than service provider)

7. Control
(Are you a control freak?)

12

What are SSTs?

Self-Service Technologies

13

Why is there a proliferation of SSTs?

1. Firms tempted by cost savings (if this is only reason, customers can see through it and it usually fails)

2. Based on customer demand, like I want to order tea online instead of instore

3. Open up geographic, socieconomic, and lifestyle markets not available through traditional channels

14

What are 7 questions to ask when implementing SSTs?

1. What is our strategy
2. What are benefits to customers of SST
3. How can customers be motivated to try SST
4. How tech ready are our customers
5. How can we involve customers to SST design
6. What forms of education will be needed for adoption
7. How will inevitable SST failures be handled

15

What are three strategies for enhancing effective customer participation?

1. Define customers' roles

2. Recruit educate and reward customers

3. Manage the customer mix

16

What are the 4 things you can do to recruit, educate, and reward customers to ultimately enhance effective customer participation?

1. Clarify level of participation
2. Identity specific jobs and tasks
3. Understand implications for productivity, quality, and satisfaction

17

What are the 3 things you can do to define customers roles to ultimately enhance effective customer participation?

1. Identity and recruit appropriate segments
2. Educate customers for their roles
3. Provide reasons to participate
4. Reward customer performance

18

What are the 3 things you can do to manage the customer mix to ultimately enhance effective customer participation?

1. Asssess compatibility of segments
2. Isolate incompatible segments
3. Enhance segment compatibility

19

On-site customers require what two kinds of orientation?

1. Place orientation (where am I? etc)

2. Function Orientation (How does this organization work?)

20

What are 5 ways customers widen the service performance gap?

1. Don't know their roles

2. Not willing or able to perform roles

3. No rewards for good performance performing roles

4. Interfering with other customers

5. Incompatible market Segments

21

What are 4 ways other customers can detract from satisfaction?

1. Disruptive behaviours
2. Overly demanding behaviours
3. Excessive Crowding
4. Incompatible needs

22

How can other customers enhance satisfaction (3)?

1. Mere Presence (suspicious if empty)
2. Socialization/friendships
3. Roles: assistants, teachers, supporters, mentors

23

How can customers as contributors to service quality and satisfaction have higher QUALITY of service they receive (3)?

1. By asking questions

2. Taking responsibility for their own satisfaction

3. By complaining when there is a service failure

24

What 7 things influence internal/external decision (so will I do it or hire someone?)

1. Expertise Capacity
2. Resources capacity
3. Time capacity
4. Economic Rewards
5. Psychic Rewards
6. Trust
7. Control

25

What are 3 strategies for enhancing customer participation?

1. Define customers jobs

2. Recruit, educate, and reward customers

3. Manage the customer mix

26

Should you punish customers for bad behaviour? I'm asking cause this is the flipside of how businesses are supposed to reward customers for good behaviour and contributions.

No, you should avoid negative outcomes of inappropriate customer participation/behaviour

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