This Case is about LABOR
PUBLICATION DATE: March 15, 2012 PRODUCT #: BH470-PDF-ENG
The service sector is dependent upon customers’ readiness to lend their knowledge, skills and abilities to co-create the service encounters that they anticipate and require. Service organizations thus seek to use strategies that can improve their clients’ ability to do whatever they must to achieve success in co-creating those encounters. Using the concept of self efficacy, we provide a theory based approach to developing these strategies that companies may use. These strategies entail focusing environmental cues and both worker training on the best way to improve the self efficacy of the customer in performing whatever tasks are necessary toward a service expertise that is successful.