服务传递中的顾客角色
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
performance Other customers interfere Market segments are incompatible
2003.2
zhangyf@swufe.edu.cn
The Importance of Customers in Service Delivery
Customer participation at some level is inevitable in service delivery
4、服务人员加油，顾客在加油机上自动付款。
5、服务人员加油，顾客到里面服务员处付款。
6、服务人员加油，服务人员在加油机旁收款。
下图运用汽油零售商的例子说明同一种服务沿着服 务生产序列，可以由不同的形式提供。
2003.2
zhangyf@swufe.edu.cn
图10－3服务生产序列（以加油站为例）
顾客生产
联合生产
公司生产
1
2
3
4
5
6
1、顾客加油，在加油机上自动付款。
2、顾客加油，到里面服务员处付款。
3、顾客加油，服务员在加油机旁收款。
Customer receiving the service Other customers enhance or detract from
satisfaction and quality
2003.2
zhangyf@swufe.edu.cn
Customer’ Roles
Service Delivery
E.g.Sweden’s IKEA “wants its customers to understand that their roles is not to consume value but to create it”.
2003.2
பைடு நூலகம்zhangyf@swufe.edu.cn
Customers as competitors
Productive Resources
Contributors to quality,Value, Satisfaction
Competitors
2003.2
zhangyf@swufe.edu.cn
Customers as productive resources
Customer inputs can affect the firm’s productivity both the quality of what they contribute and the resulting quality and quantity of output generated.
Because customers may perform the service for themselves, they in a sense are competitors of the service firms.
Internal versus external exchange decisions are made by organizations.
Key reasons related to customers for GAP3
Customers lack understanding of their roles Customers are unwilling or unable to
perform their roles Customers are not rewarded for good
2003.2
zhangyf@swufe.edu.cn
自我服务技术：顾客参与的极限形式
在自我服务技术(Self-service technologies,SST) 中，服务完全由顾客自行生产，没有任何公司员工 的直接介入或与公司员工互动。
该技术代表了从完全由公司生产服务到完全由顾客 生产服务这一服务生产序列中顾客参与的极限形式。
10.CUSTOMER ROLES IN SERVICE DELIVERY
The Importance of Customers in Service Delivery
Customer’ Roles
自我服务技术：顾客参与的极限形式
Strategies for Enhancing Customer Participation
A model of Internal/external exchange suggests that such decisions depend on: expertise capacity, resource capacity, time capacity, economic rewards, psychic rewards, trust, control.
2003.2
zhangyf@swufe.edu.cn
Customers as contributors to service quality, value and satisfaction
Customers contribute to quality service delivery when they: -Ask questions -Take responsibility for their own satisfaction -Complain when there is a service failure
2003.2
zhangyf@swufe.edu.cn
Gap 3: the service performance gap
Customer
Company
Service Delivery
GAP 3 Customer-Driven Service Designs And Standards
2003.2
zhangyf@swufe.edu.cn
View 1:Customer is a major source of uncertainty, so-require less direct contact.
View 2:Customer is a partial employee, so-maximize their contribution.
2003.2
zhangyf@swufe.edu.cn
The Importance of Customers in Service Delivery
Customer participation at some level is inevitable in service delivery
4、服务人员加油，顾客在加油机上自动付款。
5、服务人员加油，顾客到里面服务员处付款。
6、服务人员加油，服务人员在加油机旁收款。
下图运用汽油零售商的例子说明同一种服务沿着服 务生产序列，可以由不同的形式提供。
2003.2
zhangyf@swufe.edu.cn
图10－3服务生产序列（以加油站为例）
顾客生产
联合生产
公司生产
1
2
3
4
5
6
1、顾客加油，在加油机上自动付款。
2、顾客加油，到里面服务员处付款。
3、顾客加油，服务员在加油机旁收款。
Customer receiving the service Other customers enhance or detract from
satisfaction and quality
2003.2
zhangyf@swufe.edu.cn
Customer’ Roles
Service Delivery
E.g.Sweden’s IKEA “wants its customers to understand that their roles is not to consume value but to create it”.
2003.2
பைடு நூலகம்zhangyf@swufe.edu.cn
Customers as competitors
Productive Resources
Contributors to quality,Value, Satisfaction
Competitors
2003.2
zhangyf@swufe.edu.cn
Customers as productive resources
Customer inputs can affect the firm’s productivity both the quality of what they contribute and the resulting quality and quantity of output generated.
Because customers may perform the service for themselves, they in a sense are competitors of the service firms.
Internal versus external exchange decisions are made by organizations.
Key reasons related to customers for GAP3
Customers lack understanding of their roles Customers are unwilling or unable to
perform their roles Customers are not rewarded for good
2003.2
zhangyf@swufe.edu.cn
自我服务技术：顾客参与的极限形式
在自我服务技术(Self-service technologies,SST) 中，服务完全由顾客自行生产，没有任何公司员工 的直接介入或与公司员工互动。
该技术代表了从完全由公司生产服务到完全由顾客 生产服务这一服务生产序列中顾客参与的极限形式。
10.CUSTOMER ROLES IN SERVICE DELIVERY
The Importance of Customers in Service Delivery
Customer’ Roles
自我服务技术：顾客参与的极限形式
Strategies for Enhancing Customer Participation
A model of Internal/external exchange suggests that such decisions depend on: expertise capacity, resource capacity, time capacity, economic rewards, psychic rewards, trust, control.
2003.2
zhangyf@swufe.edu.cn
Customers as contributors to service quality, value and satisfaction
Customers contribute to quality service delivery when they: -Ask questions -Take responsibility for their own satisfaction -Complain when there is a service failure
2003.2
zhangyf@swufe.edu.cn
Gap 3: the service performance gap
Customer
Company
Service Delivery
GAP 3 Customer-Driven Service Designs And Standards
2003.2
zhangyf@swufe.edu.cn
View 1:Customer is a major source of uncertainty, so-require less direct contact.
View 2:Customer is a partial employee, so-maximize their contribution.