Essay on Customer Participation in Service Delivery

Essay on Customer Participation in Service Delivery

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Customer Participation in Service Delivery


INTRODUCTION

Service delivery is an interactive and dynamic process which involves
participation between the service organization, the service provider
and the customer. According to Lovelock and Young (1979), customer
participation can raise organizational productivity and efficiency and
improve service performance. The principle behind this notion is that
customers can fulfill some of the employees current functions thereby
reducing the service providers perceived workloads. There are five
main characteristics (participation, intangibility, heterogeneity,
simultaneity and perishability) of the process which are unique to
service delivery and can impact on the level of participation that is
required from a customer in order to add value to the service
encounter (Claycomb, 2001). The level of participation and individual
role of each customer is determined by the nature of the service. For
example, a patient in a hospital would be expected to have a high
level of direct interaction with the service provider whereas the
level of interaction between an airline pilot and a passenger would be
fairly minimal. By assessing the expected level of customer
participation, a service organization can implement specific design
considerations that will support the level of customer participation
in the creation of the service delivery. By discussing the
abovementioned issues, this essay will attempt to determine whether
the quality of the service experience is likely to be enhanced by an
increase in the level of customer participation.

CHARACTERISTICS OF SERVICE DELIVERY

Unlike good...


... middle of paper ...


...s and service provider workload” in International Journal of
Service Industry Management, Vol 15, issue 2, Emerald Publishing Group
Limited, pp.187-199

· Lovelock, C.H. and Young, R.F. (1979) “Look To Consumers to Increase
Productivity”, Harvard Business Review, Vol. 57 No. 3, pp. 168-78

· Murdick, R.G., Render, B. & Russell, R.S. (1990) “Design of the
Service” in Service Operations Management, Prentice-Hall, Englewood
Cliffs, pp.89-106

· Westwood, J. and Ager, J. (1999) “Managing the Customer Role:
Towards a Model for Library Services” in Reference and Information
Service Section Conference and Exhibition, Melbourne

· Youngdahl, W. et al, (2002) “Revisiting customer participation in
service encounters: does culture matter?” in Thunderbird, College of
Business and Administration, University of Colorado, USA

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