The Customer Involvement Approach Operations Management Assignment Help

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The Customer Involvement Approach

In contrast to the production line approach C. H. Lovelock and R. F. Young propose that the service process can be enhanced by having the customer take a greater participatory role in the production of the service.f Automatic teller machines (ATMs) self-service gas stations salad bars and in-room coffee-making equipment in hotels are good examples of
where the burden of providing service is shifted to the consumer Obviously this philosophy requires some selling on the part of the service organization to convince customers that this is beneficial to them To this end Love lock and Young propose a number of steps including developing customer trust promoting the benefits of cost speed and convenience and following up to make sure that the procedures’ are being effectively used. In essence this turns customers into “partial employees” who must be trained in what to do and be compensated primarily through lower prices that are charged for the service.