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Perspectives of service consumers: their multiple roles and challenges
Author(s) -
MARTIN CHARLES L.
Publication year - 1992
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1992.tb00507.x
Subject(s) - perishability , marketing , business , service (business) , service quality , quality (philosophy) , service guarantee , service design , service provider , philosophy , epistemology
The unique characteristics of services — i.e. intangibility, perishability, inseparability and heterogeneity — add risk, challenge and complexity to the tasks involved in being a service consumer. In response, service consumers assume six important roles, labelled: Targets, Partners, Quasi‐Employees, Service Itself, Reporters and Quality Inspectors. The successful implementation of these roles relies heavily upon consumer skills that vary from consumer to consumer. Implications of being a service consumer are discussed and specific recommendations are offered to service consumers.