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Canada (161,733)
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MKT 723 (71)
Chapter 13

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MKT 723
Armand Gervais

Chapter 13Customers Roles in Service DeliveryThe Importance of Customers in Service DeliveryCustomer participation is inevitable in service delivery Employees customers and others interact to produce the ultimate service outcome Customers can actually control or contribute to their own satisfactionCustomer Receiving the ServiceCustomers participating in the delivery process can narrowwiden gap 3Fellow CustomersIn 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 Roles Customers as Productive ResourcesCustomers have been referred to as partial employees who contribute to the organizations productive capacity Customer inputs affect the organizations productivity through quality of contributions and the resulting quality and quantity of outpu
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