200915 Lecture 3: Service enterprise
Week 3-Know your customers
Customer roles in service industry- PCC
1)productive resources
2)contributors to service quality and satisfaction
customers interact with service provider to get what they need
3)competitors- customer competitor of business- do it self or not?
How
customers widen
service
performance gap? LNNII
-lack of understanding of their roles
-not being willing to perform roles
-no rewards for good performance
interfering with other customers
-incompatabile market segments- separate people in afl match-manage segments
Customers as contributors to service quality and satisfaction:
a)Customers contribute to own satisfaction with service:
-by performing role effectively
-working with service provider
b)Quality of service they recieve:
-by asking questions
-taking responsibility for own satisfaction
-complaining when there is service failure (reasonably well-service recovery)
IMPORTANCE OF OTHER CUSTOMERS IN SERVICE INDUSTRY:
other customers can detract from service situation:DOEI
-disruptive behaviours
-overly demanding behaviours
-excessive crowding
-incompatible needs
other customers can enhance satisfaction:MSR
-mere presence
-socialisation/friendships
-roles:assistants,teachers,supported,mentors
compatability management-proccess of first attracting homogenous customers at service
enviro then actively manage both the physical enviro and customer to customer
encounters in such a way to enhance satisfying encounters and minimise disatsifying
ones
Document Summary
2)contributors to service quality and satisfaction customers interact with service provider to get what they need. No rewards for good performance interfering with other customers. Incompatabile market segments- separate people in afl match-manage segments. Customers as contributors to service quality and satisfaction: a)customers contribute to own satisfaction with service : Working with service provider b) quality of service they recieve: Complaining when there is service failure (reasonably well-service recovery) Importance of other customers in service industry: other customers can detract from service situation:doei. Roles:assistants,teachers,supported,mentors compatability management-proccess of first attracting homogenous customers at service enviro then actively manage both the physical enviro and customer to customer encounters in such a way to enhance satisfying encounters and minimise disatsifying ones. Customer is king-challenge for service providers-as can be volatile e. g)night clubs-bouncers to screen customers who potentially cause trouble. Important part of experience: create atmosphere at festivals and decide whether service right.
