CUSTOMER CONTRIBUTIONS AND ROLES IN-SERVICE DELIVERY

Focuses on the roles of customers in creating quality and productivity in service experiences. Presents two conceptual frameworks to aid man agerial understanding and focus research efforts on customer participa tion. The first framework captures levels of customer participation ac ross different types of services. The second discusses three major rol es of customers in the service delivery process. Two examples of the c oncepts 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 t he service experience.