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Resource integration and servicescapes

Resource integration gives a new perspective to how the customer's are affected and co-create value to the product or service. In her tutorial video, assistant professor Maria Åkesson decribes resource integration as how the customers interact with each other in the servicescape. Very little of this process can be influenced by the firm (open part), most of the resource integration happens without the firm's inclunece, only on the customer's terms (closed part).

Customer for instance uses resources before and after a direct contact with the firm, such as finding information online, or asking friends for advice. Here the firm's assignment is to make the resources as user-friendly as possible. In a restaurant this could be easy-to-find-menus and other information on web-sites and the social media. The word of mouth becomes a useful tool, when the restuarants reputation is on the top. Other customers recommend the place to their friends, and talk about in positive terms on the social media.

Assistant professor Jörg Pareigis tells in his video about how the customer's knowledge of how to use a service or a product influences the resource integration. He describes scripts, schemes of the customer's previous knowledge of the product or service or a similar product.

Identifying these scipts can help a restaurant to create servicescapes that improve the customer experience. Does the customer eat out often? Does she understand the terminology of the menu?

In our restaurant, on weekdays the customer orders and picks up the food at a service counter. But on the weekends, they are served at the table. This creates some confusion to the customers who usually visit the restaurant only during the weekdays. The resource integration here could be improved by setting up signs informing the customer about the table sevice, and also by greeting the customer by the door and leading them directly to the table.


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