MARK270 Lecture 9: Customers roles in service delivery
How customers widen the service performance gap:
• Lack of understanding of their roles
• Not being willing or able to perform their roles
• No rewards for good performance
• Interfering with other customers
• Incompatible market segments
Importance of other fellow customers in service delivery:
• Other customers can detract from satisfaction:
o Disruptive behaviours
o Overly demanding behaviours
o Excessive crowding
o Incompatible needs
• Other customers can enhance satisfaction:
o Mere presence
o Socialization/friendships
o Roles: assistants, teachers, supporters, mentors
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