Role of Employees and Customers in service delivery
Delivering Services: Detailed Roles of Employees and Customers in Service Delivery
1. Customer Participation in Service Delivery
Concept: Services are typically produced and consumed simultaneously, meaning that both employees and customers interact with each other in real-time during the service delivery. This interaction is crucial because it influences the outcome of the service and the level of satisfaction experienced by the customer.
Detailed Explanation:
- Interactive Process: Unlike tangible products, services require active involvement from customers. For example, in a restaurant, customers order food, provide feedback, and interact with the staff, all of which affect the final service outcome.
- Service Environment: Customers' behavior during this interaction can either facilitate or hinder the service process. For example, if customers are impatient and disruptive, it can negatively impact service efficiency and quality.
Example: In a hospital pharmacy, customers often wait in a queue to collect their medicines. If they stand close to the counter, it can cause congestion and delay the service for everyone. Ideally, customers should be encouraged to sit and wait in an orderly fashion to streamline the process.
2. Importance of Customer Participation
Concept: Customer participation is essential because it directly affects service delivery. Since services are often intangible and involve simultaneous production and consumption, the customer's role becomes integral to the process.
Detailed Explanation:
- Service Production and Consumption: Customers play a role in both producing and consuming the service. Their actions and decisions during the service experience impact the quality and effectiveness of the service delivered.
- Impact on Service Quality: Customers' preparedness and behavior can either enhance or detract from the service experience. For example, a well-prepared customer who knows what they want can facilitate a smoother service process, while an unprepared customer can cause delays.
Example: In a retail setting, if a customer takes too long to decide on a purchase or has trouble with their payment method, it can lead to longer wait times and dissatisfaction among other customers and staff.
3. Roles of Customers in Service Delivery
i. Customers as a Productive Process
Concept: Customers can be considered "partial employees" because their participation contributes to the service production process. They offer their time, effort, and sometimes resources, which are essential for the service delivery.
Detailed Explanation:
- Contribution to Service Production: By engaging in certain tasks themselves, customers reduce the workload on service employees and help in efficient service delivery.
- Enhanced Efficiency: Self-service options often leverage this role, where customers handle some aspects of the service process, like using self-checkout kiosks in supermarkets.
Example: In a self-service restaurant, customers place their own orders at kiosks and might even prepare their own drinks. This involvement reduces the need for staff to handle these tasks and speeds up the overall process.
ii. Customers as Quality Contributors
Concept: Customers have a role in determining the quality of the service they receive. Their active participation can enhance the service outcome and lead to higher satisfaction levels.
Detailed Explanation:
- Service Outcome: Effective participation by customers is crucial for achieving desired results in services where their involvement is significant.
- Customer Satisfaction: The quality of the service can be greatly influenced by how well customers perform their roles, such as following guidelines or actively engaging in the service process.
Example: In personal fitness training, the success of the fitness program depends on the customer's commitment and adherence to the trainer's instructions. If a customer actively participates and follows the plan, they are more likely to achieve their fitness goals.
iii. Customers as Competitors
Concept: Customers can act as competitors by choosing to perform services themselves instead of using external service providers. This internal versus external exchange decision can impact service providers' business.
Detailed Explanation:
- Self-Service vs. Outsourcing: Customers opting for self-service solutions reduce their reliance on external service providers. This is similar to how companies may decide to outsource or insource services based on strategic considerations.
- Cost and Expertise: For service providers, understanding customers' tendencies to perform services themselves helps in developing strategies to retain them and offer competitive advantages.
Example: A homeowner might choose to handle basic home repairs themselves rather than hiring a professional. Similarly, a business might decide to bring certain services in-house to maintain control and reduce costs, rather than outsourcing them.
Key Points to Consider:
- Customer Education: Educating customers about their roles and responsibilities in the service process can improve their experience and ensure a smoother service delivery.
- Service Design: Designing services that accommodate and leverage customer participation can enhance service quality and customer satisfaction.
- Competitive Dynamics: Understanding the potential for customers to act as competitors helps service providers adapt their strategies to maintain a competitive edge.