Customer contributions and roles in service delivery

TLDR

Customer participation is essential for improving quality and productivity in service experiences. The study introduces two conceptual frameworks to guide managers and researchers on customer participation. The authors present a framework that maps participation levels across service types and another that defines three key customer roles in the delivery process. Empirical examples from weight‑loss programs and mammography screening illustrate how these frameworks function in real service contexts.

Abstract

Focuses on the roles of customers in creating quality and productivity in service experiences. Presents two conceptual frameworks to aid managerial understanding and focus research efforts on customer participation. The first framework captures levels of customer participation across different types of services. The second discusses three major roles of customers in the service delivery process. Two examples of the concepts are presented ‐ one in a weight loss context and the other in a mammography screening setting. Both are based on empirical research and illustrate specific applications of customers’ roles in creating the service experience.