Consumer Performance in Service Systems

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Questions and Answers

What is the primary role of the consumer in the production of a service?

To reduce production costs.

To enhance operational efficiency and customer satisfaction. (correct)

To manage the business.

To help with the technical core.

All consumers have the same level of expertise in service production.

False

What are the two types of consumers mentioned that firms must cope with?

Novice and expert consumers.

_____ consumers have expertise in the service production process.

Expert Signup and view all the answers

Match the following types of consumers with their descriptions:

Novice consumer = Doesn't know how to perform the service Expert consumer = Knows the purchase process well Expert performer = Skilled in service delivery tasks Consumer performance = Affects efficiency and satisfaction Signup and view all the answers

What is a characteristic of high contact service systems?

Consumers play an essential role in the service process. Signup and view all the answers

Information technology has changed the process of taking an airline trip.

True Signup and view all the answers

What constraint does the extent of consumer involvement place on a service system's efficiency?

It is the dominant constraint on efficiency. Signup and view all the answers

What is expected script in consumer service settings?

The consumer's expected outcome and benchmarks Signup and view all the answers

Two kinds of actors in a service encounter are only employees and managers.

False Signup and view all the answers

List two factors that can make the waiting time seem longer to customers.

Unoccupied time and anxiety Signup and view all the answers

Service provider strategies should be adapted based on consumers' experience levels, such as __ for tech support and help desk.

novices Signup and view all the answers

Match the following principles of waiting lines with their descriptions:

Unoccupied time = Feels longer than occupied time Preprocess waits = Feel longer than in-process waits Anxiety = Makes the wait seem longer Unexplained waits = Feel longer than explained waits Signup and view all the answers

What needs to be carefully managed in consumer performance?

Script changes Signup and view all the answers

Greater consumer participation in service production decreases the need for managing consumer performance.

False Signup and view all the answers

What is one method to increase customer loyalty mentioned in the consumer performance management?

Increase your share of expert consumers Signup and view all the answers

Study Notes

Consumer Performance and Operational Efficiency

Consumer participation in the service process can significantly impact the efficiency of a service system.
High contact systems have greater consumer involvement compared to low contact systems.

Expert and Novice Consumers

Consumers can be categorized as either novice or expert based on their performance abilities.
Novice consumers lack knowledge of the service and how to perform actions effectively.
Expert consumers possess expertise in purchasing specific goods or services; they may, however, be novices in other aspects of the service process.
Expert performers are individuals who excel in the service production process itself, like chefs or waiters serving as customers.

Consumer Performance and Information Technology

Information technology revolutionized the end-to-end service process, especially in industries like airlines.

Consumer Satisfaction and Consumer Performance

Consumers have an "expected script" in their minds, representing their anticipated service experience and the evaluation benchmark.

Service Encounter as a Theatrical Drama

Service encounters resemble dramatic performances with a set scene, actors (employees and consumers), and roles.
The performance is scripted with instructions for each actor.
Individuals have a strong desire for control and predictability in their service experiences.

Managing Customer Performance Script

Businesses must manage customer performance by taking several steps:
- Auditing consumer performance expertise
- Increasing the share of expert consumers
- Enhancing customer loyalty
- Managing script changes carefully
- Creating systems to handle novices and experts
- Managing the customer and service mix
- Utilizing service provider strategies on consumers (e.g., tech support vs. help desk)

Consumer Inseparability and the Role of Marketing and Operations

As consumer participation in service production increases, managing consumer performance becomes crucial.

Principles of Waiting Lines

Queue management is essential in the service industry.
Several principles influence customer perception of waiting time:
- Unoccupied time feels longer than occupied time.
- Preprocess waits (before service) feel longer than in-process waits (during service).
- Anxiety increases perceived wait time.
- Uncertain waits seem longer than known, finite waits.
- Unexplained waits are longer than explained waits.

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Description

This quiz explores the impact of consumer participation on operational efficiency in service environments. It differentiates between novice and expert consumers, highlighting how their performance affects satisfaction and service outcomes. Additionally, the role of information technology in transforming service processes is examined.