
Interactive Marketing 353
18.1 Services Marketing Insight Customer Roles in Service Delivery
Services are jointly produced by service providers
and customers. Customers have to play specific
roles as per the requirements of a specific service
package. The level of customer participation re-
quired in a service experience varies across servic-
es. In certain services such as entertainment shows,
the mere physical presence of the customer is
enough. In some cases, such as interior decoration
and event management, the involved participation
of customer is required for effective service produc-
tion and delivery. There are yet other services which ...