Service Design and Its Behavioral Implications
This chapter presents the traditional service deign and service delivery with the consideration of customer behaviors. The traditional focus on the elements of service design deals with the issue of customer variability as a problem, and focuses on finding the best trade-off between the costs of variability and the benefits of satisfied customers. In contrast, adopting a more expansive view, it is possible to frame variability not as a problem but as an opportunity. This opportunity emerges with recognition that the effective management of variability requires a service provider to accept customer behavior as a normal and expected part of the service delivery process.
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