This chapter deals with the “other side” of the service transaction process and challenges the structure of a service blueprint counterpart. The previous discussion has merely referred to the supplier side of the service process (chapter 2) as well as the need for coordination activities between both sides which gives rise to transaction costs (chapter 3). Therefore, the customer process will now be treated. In that context, cognitive structures will be examined. Even though the thesis is dominated by a business-to-business paradigm which will represent the core of the empirical study later on, the cognitive structures primarily relating to individuals can still be applied. Customer processes can then be abstracted from the cognitive construct that originally refers to an individual. In order to understand the functionality and transfer it to a broader context, a basic understanding of the cognitive construct is essential.42 Hence, the chapter first provides a general idea of the understanding of customer processes and relates them to customer performance. After delivering the theoretical basics for cognitive models, scripts as well as mental models will be explained and further relevant script-related constructs will be presented.
KeywordsMental Model Service Process Service Production Service Operation Customer Participation
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