第10讲服务传递中的顾客角色.pptVIP

Services Marketing 工商管理学院　张毓峰 yufengzhang626@ 10.CUSTOMER ROLES IN SERVICE DELIVERY The Importance of Customers in Service Delivery Customer’ Roles 自我服务技术：顾客参与的极限形式 Strategies for Enhancing Customer Participation Gap 3: the service performance gap Key reasons related to customers for GAP3 Customers lack understanding of their roles Customers are unwilling or unable to perform their roles Customers are not rewarded for good performance Other customers interfere Market segments are incompatible The Importance of Customers in Service Delivery Customer participation at some level is inevitable in service delivery Customer receiving the service Other customers enhance or detract from satisfaction and quality Customer’ Roles Service Delivery Customers as productive resources Customer inputs can affect the firm’s productivity both the quality of what they contribute and the resulting quality and quantity of output generated. View 1:Customer is a major source of uncertainty, so-require less direct contact. View 2:Customer is a partial employee, so-maximize their contribution. Customers as contributors to service quality, value and satisfaction Customers contribute to quality service delivery when they: -Ask questions -Take responsibility for their own satisfaction -Complain when there is a service failure E.g.Sweden’s IKEA “wants its customers to understand that their roles is not to consume value but to create it”. Customers as competitors Because customers may perform the service for themselves, they in a sense are competitors of the service firms. Internal versus external exchange decisions are made by organizations. A model of Internal/external exchange suggests that such decisions depend on: expertise capacity, resource capacity, time capacity, economic rewards, psychic rewards, trust, control. 自我服务技术：顾客参与的极限形式 在自我服务技术(Self-service technologies,SST)中，服务完全由顾客自行生产，没有任何公司员工的直接介入或与公司员工互动。 该技术代表了从完全由公司生产服务到完全由顾客生产服务这一服务生产序列中顾客参与的极限形式。 下图运用汽油零售商的例子说明同一种服务沿着服务生产