MKT 3660 Lecture 12: chapter 12 outline service marketing
22 May 2018
School
Department
Course
Professor
Catelyn Martinez
November 15, 2017
Services Marketing
Chapter 12- Customers’ Roles in Service
In some cases-
• Service customers are present in the “factory” (the place the service is produced and/or
consumed.)
• Interacting with other employees and other customers
Widening of gap 3- service performance gap
• Customers can influence whether the service meets customer-defined specifications.
• What other customers do
o Can influence whether the service is being delivered effectively and efficiently
• Customers can contribute to the gap
o Lack understanding of their roles
o What they can or should do in a given situation
o May understand the roles but be unwilling or unable to perform
o Customers may choose not to perform the roles defined for them because they are
not rewarded in any way for contributing their efforts.
Importance of Customers in Service Cocreation
• Employees, customers, and others in the service environment interact to produce the
ultimate service outcome
• Customers are indispensable
• Can control or contribute significantly to their own dis/satisfaction
• Customers participates in the delivery process
o Can contribute to narrowing or widening gap 3
• Customers have important participation roles that affect the nature of the service outcome
• Customers receive and/or cocreate the service simultaneously with other customers or
must wait their turn while other customers are being served
• Customers can negatively affect the service experience
o Exhibiting disruptive behaviors
o Causing delays
o Excessively crowding
o Manifesting incompatible needs
• Customers can positively affect the service experiences
o Positive social dimension
o Power of other customers to influence service outcomes
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