The service sector is reliant upon customers' readiness to contribute their knowledge, skills and abilities to co-produce the service encounters they expect and need. Service organizations hence seek to apply strategies that may enhance their customers' ability to do whatever they must to achieve success in co-creating those experiences.
Using the notion of self-efficacy, we offer a theory-based approach to developing these policies that businesses may utilize. These strategies require focusing environmental cues and both worker training about how to enhance the self efficacy of the customer in performing whatever tasks are necessary towards a successful service knowledge.
PUBLICATION DATE: March 15, 2012 PRODUCT #: BH470-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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