Blackwell Reference Online

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The consumer may be actively involved in the production and delivery process, e.g., in applying for a loan, providing information for tax returns, using salad bars in restaurants, and explaining symptoms to a healthcare professional. The organization may have to “manage” the customer input, e.g., to tell him/her how to use equipment in a gym, to clear the table in McDonald's, and “how to behave” in DisneyWorld. This will facilitate and enhance the service encounter ( see service encounters ). Customers' participation in service delivery may provide them with some control in the service delivery process, allow more customization and a faster service, and may lead to lower prices. Technology is typically central to service delivery, and also integral to the service product , service process , and service environment : technological advances have made major contributions to facilitating customer–company exchanges and to increasing levels of service. For example, mechanization and computerization can increase speed, efficiency, and accuracy of service (e.g., in stocktaking, ordering and distribution, operations, reservations systems, management and marketing information systems , and security systems), but can also depersonalize service. Depersonalized service can free employees for other activities that may detract from customer contact and lead to less customer loyalty; or it ... log in or subscribe to read full text