The service sector is dependent on the willingness of consumers to share their knowledge, skills and abilities of the co-production service experience they want and expect. Service organizations therefore tend to use strategies that will empower their customers to do what they need to be successful in the co-production of these experiences. Application of the concept of self-efficacy, we propose a theory approach to the development of strategies that firms can use. These strategies include focusing and training, and environmental tips on how to improve the self-sufficiency of the customer in performing any tasks necessary to the successful experience of the service. "Hide
by Robert C. Ford, Duncan Dickson Source: Business Horizons 10 pages. Publication Date: March 15, 2012. Prod. #: BH470-PDF-ENG
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