BSAD 431 " Technology and the customer role" <Tab/><Tab/><Tab/><Tab/><Tab/><Tab/> Introduction In Canada, the service industry contributes significantly to Gross Domestic Product (GDP) and creates employment. Services are unique due to the quality of inseparability in production and delivery taking place simultaneously. More importantly, it is during this stage …showed first 75 words of 1855 total…

…showed last 75 words of 1855 total…and customer ability are important factors affecting customer participation in service delivery (Schneider and Bowen 1995). Providing customers with an opportunity to learn their role is especially important given that service employees usually are not present to educate or train customers in SST settings. Understanding these factors will help managers gain insight into how customers decide to choose an SST. Effective management of SST delivery options can be an excellent means of creating a competitive advantage.