Study Unit 7 - Chapter 10

Question 1

Importance of customers in service delivery

Answer 1

• a feature of service =produced & consumed simultaneously (inseparability)
• customer participation= co- production/co-creation in some instances
• when customers participate,they take over tasks usually performed by service employees
• critical importance, especially in high interaction/high contact services

Question 2

Importance of customers in service delivery
-Advantages for customer participation

Answer 2

• service customisation
• saves time
• greater control
• discounts
• less expensive
• increased customer satisfaction

Question 3

Importance of customers in service delivery
-Disadvantages for customer participation

Answer 3

• slow service delivery
• less-in person services

Question 4

Importance of customers in service delivery
-Advantages for service organisation

Answer 4

• saves costs
• increased productivity
• enhanced communication
• better quality

Question 5

Importance of customers in service delivery
- Disadvantages for service organisation

Answer 5

• unable to assist customers successfully
• demotivated staff
• increased uncertainty
• decrease in quality
• wastage is increased

Question 6

Enhancing customer participation
- Steps to enhance customer participation

Answer 6

• STEP 1: Define the customer’s job
• STEP 2: Recruit the right customers
• STEP 3: Educate customers
• STEP 5: Retain customers by rewarding them

Question 7

Step 1:

Answer 7

=define customer’s job
- helping oneself
- helping others
- promoting the organisation
- individual differences

Question 8

Step 2

Answer 8

= Recruit the right customers
-integrated marketing communication mix must be developed & planned in order to attract the type of customer who will make a contribution to service delivery process.
- indication should be given to customers of what role they will be expected to play, & they should be allowed to decide if they want to be part of the process

Question 9

Step 3

Answer 9

= Educate customers
- help customers become more involved in the service delivery process,they must be properly trained & educated
- enable customers to participate in the service delivery process, education & training can occur in different ways

Question 10

Step 4

Answer 10

= Retain customers by rewarding them
- promoting them
- sending gifts or notes of appreciation