Gibson D. Lewis
Center for Business Research and Economic Development
THE CUSTOMER AS A PRODUCTIVE RESOURCE: A PILOT STUDY AND STRATEGIC IMPLICATIONS
CINDY CLAYCOMB, CYNTHIA A. LENGNICK-HALL, AND LAWRENCE W. INKS
Abstract
Service delivery is an interactive process in which customers are often vital participants, with the level of participation varying among individual consumers. Using a service setting (i.e.. YMCA), a pilot study examines differences in organizational socialization of customers and outcomes experienced by customers for three levels of customer participation. The findings indicate that there are significant differences in the (a) degree of organizational socialization across customers and (b) perceptions of service quality for the different levels of customer participa- tion. Specifically. organizational socialization and perceptions of service quality increase as customers become more active participants in service delivery. Strategic implications are considered.
Gibson D. Lewis
Center For Business and
Economic Development
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