CUSTOMER TRAINING NEEDS ASSESSMENT IN SERVICES

摘要

Our study explores factors that encourage or discourage service firms from engaging in customer training practices. We define customer training and education ass "planned service practices for improving customer service participation by increasing customers' understanding of their service tasks" [8]. We examine the topic first from the unique characteristics of services and then from the human resources training literature where training concepts have been extensively studied and is appropriate in services where customers are referred to as partial employees [21]. We then present eleven propositions which describe the antecedents of customer training and present a customer training needs assessment framework.