MKT 723 Chapter 13: Chapter 13.docx
13 May 2013
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Chapter 13 customers" roles in service delivery. Employees, customers and others interact to produce the ultimate service outcome. Customers can actually control or contribute to their own satisfaction. Customers participating in the delivery process can narrow/widen gap 3. In many services, customers receive the service simultaneously with other customes or must wait their turn while other customers are bing served. In both cases, fellow customers are present and can affect the nature of the service. Customers have been referred to as partial employees, who contribute to the organization"s productive capacity. Customer inputs affect the organization"s productivity through quality of contributions and the resulting quality and quantity of output generated. Customers as contributors to service quality and satisfaction. They may care less that they have increased productivity, but they care whether their needs are fulfilled. Customers who believe they have done their part are more satisfied with the service. In this event, customers tend to blame themselves when things go wrong.
