Increased $ over time: more profitable, wom, more voluntary behaviour, positive social media presence, co-producers (customers know what to do, employee retention. Receipt of greater value quality, satisfaction: benefits greater than monetary or non-monetary costs transaction cost theory. Special treatment benefits: reduced anxiety switching costs time and $ They are happy and confident with the service: confidants, get more of what they want. They know me: regular customers, customization, develop personal relationships. User behaviour: when, where, how services, psychographics, geographic location, benefits sought used, quantity/value of purchases. Intention behaviour: profitability of relationship, sensitivity to marketing variables. Service relevant segmentation variables: timing of service used (hour, day, season, ex. Airlines provide cheaper tickets closer to the flight. Level of skill and experience as co-producer/self server: some services you need to participate in to get adequate services, skill is necessary on the service providers level and the consumers, ex.