Table of Contents
CUSTOMERS’ ROLES IN SERVICE DELIVERY Chapter 12Marketing Exchange --- Creating Value
Importance of Other Customers in Service Delivery
Figure 12-2 Customer Roles in Service Delivery
Customers as Productive Resources
Customers as Contributors to Service Quality and Satisfaction
Technology Spotlight: Services Production Continuum
Figure 12-3 Strategies for Enhancing Customer Participation
Strategies for Enhancing Customer Participation
Strategies for Recruiting, Educating and Rewarding Customers