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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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Introduction of... me!

My name is Anu Majkvist. I'm an entrepreneur and networking nerd.

I have started and owned different comapnies, in different areas, mostly within B2B.
My full-time job today is running my firm Eldstaden- where I coach and speak about entrepreneurship and career development. I coach mostly business owners, start-ups, executives and employee-groups.

My whole life I have worked in service, from grocery store, cleaning lady and shop assistant  to waitress, bar tender and croupier. Later I have worked as HR-manager, market developer, KAM, consultant etc. I offer courses in customer service and relationship marketing. I love customer service and I'm very interested in what makes a happy, an loyal, customer.

My academic background is a BBA degree from Göteborg University School of Economy and business administration. Further I've studied work and organizational psychology, gender studies and innovation. Currently besides the course on understanding customer experience, I'm ta…

A visit to a funeral agency

Due to a recent personal loss, last week I visited a funeral agency. Since this visit for obvious reasons is very much on top of my mind, I will take this opportunity to reflect upon the physical space and servicescape of the funeral office. This being my first visit to a funeral office, I did not know what to expect, more than what I had seen on tv, or a different kind of agency (general script).
Physical space: The office entrance was discrete with a small waiting room. The office space had a clean scandinavian design. There were two private offices. An agent geeted us by the door, and was kind to squeeze us in on a short notice. The office room was small and overfurnished, filld with piles of paper. But there was a shelf of miniatures of coffins, which made it easier for us to pick the right model, according to our budget.
Digital space: The agent used their web page as a reference, a lot of information and their enlisted products and services where easily accessed. For instance,…