Roles of customer participation in co-production of planning the furniture services

Autor: Tijūnaitienė, Rigita, Šidlauskienė, Jelena, Šerikova, Anželika, Toleikienė, Rita
Jazyk: litevština
Rok vydání: 2009
Předmět:
Zdroj: Ekonomika ir vadyba: aktualijos ir perspektyvos 2009, Nr. 1 (14), p. 290-300.
ISSN: 1648-9098
2424-337X
Popis: Šiuolaikiniam klientui, norinčiam įsigyti individualų gaminį ar gauti paslaugą, tradicinė gamyba ir teikimas nebetinka, t. y. produktas, koks jis bebūtų, yra geriausias, kai yra pagamintas dalyvaujant abiem pusėms ir dedant tiek teikėjo, tiek vartotojo pastangas. Straipsnyje analizuojami klientų vaidmenys ir jų įtaka paslaugos kūrimo eigai ir rezultatui. Straipsnį sudaro trys dalys. Pirmoje dalyje, remiantis rinkodaros ir vadybos mokslo krypties darbais, pateikti kliento vaidmenys kuriant paslaugą, aptariama teigiamų ir neigiamų veiksnių atsiradimo iš klientų vaidmenų galimybė. Antroje dalyje aprašyti empiriniam tyrimui pasirinkti du (stebėjimas ir giluminis ekspertų interviu) kokybiniai metodai. Trečioje dalyje aptariami empirinio tyrimo metu identifikuoti klientų vaidmenys kuriant baldų projektavimo paslaugą. Atlikus minėtą tyrimą nustatyta, kuris vaidmuo skatina bendrai kurti paslaugą, taip pat atskleisti kliento vaidmenų teigiami ir neigiami veiksniai irjų įtaka kuriant paslaugą. Apibendrinant kliento atliekamų vaidmenų įtaką kuriant paslaugai galima teigti, kad teigiamų veiksnių yra gerokai daugiau nei neigiamų. Prie teigiamų priskiriami tokie, kaip įvairios informacijos suteikimas, naujovių pasiūla, galimybė atlikti darbą, kurį paprastai turėtų padaryti įmonės tarnautojas. Kaip neigiami veiksniai įvardijama tai, kad daugiau sugaištama laiko, apsunkinamas paslaugos kūrimas, galima rezultato (gaminio) nesėkmė, sudėtingesnis darbas. Participation of a client (known as a co-producer) is rather new conception in the creation of service where clients take part in projects, in direct, all-round and not only physical ways, together with professional representatives of service providers. Client's activity is becoming an important factor to achieve the results of effective creation of service, considering that roles performed by clients play an essential factor in creation of service. [...] Research subject: a client's participation in the services of furniture design following the example of productive companies. Research aim: having analyzed a client's roles in the co-production of service to establish which role stipulates the co-production and how it influences the creation of service. [...] To carry out an empirical research, two qualitative methods were selected (observation and interview) and applied in the company that provides furniture design services. [...] The investigation was being performed since 2009 February 5 to 2009 March 23. Average observation time was 1 hour and 37 minutes. 30 observations have been performed. [...] After summarizing the opinion of the interviewed, it was decided that there are more positive factors rather than negative ones. During the research, facts have proved that relation between creation of service and nowadays customers can demand new skills and knowledge in order to catch up with the changing needs of customers. The result of the research proves that companies can receive benefit from client's roles in the creation of service, i.e., the information about news in the market and its needs, easier way for new goods to be put on the market, consultants improvements and brace ups, information about rivals, gain greater experience, also improve communication, the employees' work load is lowered, time saving. After summarizing it was decided that client's roles recognition and conditions to perform his/her desired roles in creation of service are granted, and it is a suitable way to expose his/her individual needs, satisfy desires, and make positive influence on the customer's skills. [...] After summarizing of the opinions of different authors, it became clear that creation of service is most effective when the client's role is that of "partial employee". The results of the empirical investigation also proved that the investigated (furniture design) service stipulates the co production of service. After evaluation of the obtained results of the empirical investigation, which showed that customer and service provider co-produce during the active and average participations, it has been concluded that customer's participation in investigated (furniture planning) creation of service should be understood as an active change, the sharing and creation of new information, but not only as active participation of a physical customer. After summing up of influence of customers' preformed roles on the creation of service, it is possible to conclude that were more positive factors than negative ones. The positive factors can be described as: the provision of different information, the innovation of supply, an opportunity to do work that usually should be done by a company's employee. The negative factors include the following factors: it burdens the creation of service, there is possible failure of result, and work is more complicated.
Databáze: OpenAIRE
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