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QUESTIONS:
1. Using Table 12.1, think of specific services you have experienced that fall within each of
the three levels of customer participation: low, medium, and high. Describe specifically
what you did as a customer in each case. How did your involvement vary across the
three types of service situations?
A service that I experienced that falls in the low level of customer participation is the one I get
with American airlines. I usually book my tickets online but everything is pretty standardized.
Once I book and pay for my tickets online that’s it, I just go to the airline the day of my flight
and the airline is the one who gets in charge of everything else.
Another service I experienced that falls in the medium level of customer participation is the one I
get with my hair stylist. Usually when I arrive at the salon I already had browse on the internet
different types of hairstyles and haircuts that I would like for my hairstylist to do. Once I arrive I
also tell him what type of hair style I want and how to cut it.
Lastly, the service I experienced that falls in the high level of customer participation is the
personal training I pay at the gym. Right now I am going to the gym but I hired a personal
trainer. Whenever I arrive to the gym my personal trainer gives me an exercise routine an a meal
plan for the week. I am the one who needs to stay active and follow the whole routine for the
entire and I also have to follow my meal plan in order for me to see the changes in my body, so
this definitely requires a high level of participation from me (the customer).
2. Think of a service in which a high level of customer participation is necessary for the
