Consumers as Active Participants in Service, Essay Example

In recent years, the role of consumers has changed significantly, due to the technological developments and collaboration advancements. Consumers are lo longer only receivers of the service, but also active participants in delivery and design. The below paper will examine real life situations when the manager needs to accommodate customers’ needs and set up collaboration method to deliver customized service.

Bitner et al. (1997) provide examples for high customer involvement service delivery. The selected scenario from the article is: personal training. Within this niche, customers have a high preference to be treated individually. Everybody has a different goal for weight loss and fitness; customers also have various budgets. Another reason for customization is that every person looking for personal training has a specific body type. In order to achieve the best possible outcome (weight loss, toning, or muscle strength), according to Bitner et al. (1997) customer input is mandatory.

A manager would face several challenges to set up a marketing and service delivery system that accommodates personal needs. Bitner et al. (1997, p. 195) differentiated between three various customer roles: productive resource, contributor to quality, value, and satisfaction, or the competitor of the service organization. It is evident that within the personal training industry, customers can be viewed both as a productive resource and a contributor. However, without collaboration, these roles cannot be successfully fulfilled by consumers.

Managers need to ensure that delivery systems are adjusted in order to allow full customization. A personal training plan would be a result of an initial discussion, which should be initiated and accommodated by the company. Further, a personal assessment needs to be completed prior to the start of the program. Customers would also need to be asked about their goals, preferences, and health, in order to create a plan together. This means that a collaborative service delivery system needs to be put in place. McLean & Hurd (2011, p. 5) states that various people have different motivations for recreational and sports participation. Social factors, personality types, and lifestyle need to be assessed and taken into consideration.

Managers need to create marketing messages that will communicate the flexibility of the service, tailored around customers. Many people today would like to take control of their life, and become active participants in managing their health, fitness. The target market for personal training is diverse, and mostly consists of busy professionals who would like to achieve maximum results in the shortest possible period of time. In order to accommodate individual needs, company managers need to create a structure that

1. a) has a system in place to interview customers before the plan development
2. b) have a full flexibility of services and fitness packages
3. c) accommodate collaboration and communication
4. d) provide and seek feedback to create two-way communication

Given the above challenges, companies offering personal training need to ensure that they emphasize the main selling point of the service: built around personal needs. Further, they need to create trust and a common goal to work towards with each customer. Further, as the price of personal training plans is well above gym membership fees, the company will need to justify the cost of the personalized service by providing excellent care, safety, and results. Further, as customers are participants of service delivery, they will need to understand their responsibility and the fact that the results will depend on their input just as much as on the skills of the personal trainer.

References

Bitner, M, Faranda, W., Hubbert, A., Zeithaml, V. (1997) Customer contributions and roles in service delivery. International Journal of Service Industry Management, Vol. 8 No. 3, 1997, pp. 193-205

McLean, D. & Hurd, A. (2011) Kraus’ recreation and leisure in modern society. Jones & Bartlett. 9^th Edition.