MKT 723 Chapter Notes - Chapter 13: Human Resources

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Document Summary

What makes this organization so successful: 9,500 locations and 4 million members. How does it ensure its members perform their roles: reasonable expectations. Ads use real women not models: well defined roles. Not being willing or able to perform their roles. Customers who receive the service participate to varying degrees in the service and affect the provider gap: low levels of participation, moderate level of participation, high level of participation. The lack of understanding of these roles, or their inability to perform their roles can result in the widening of the service performance gap. Service customers sometimes called partial employees: human resources who can contribute to the organization"s productive capacity. Customer inputs affect organization productivity through both quality of what they contribute and the quality/quantity of output generated. Customers do not always like or accept their new roles, especially when they perceive the purpose of their involvement to be bottom-line savings for the company.

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