Perspectives of service consumers: their multiple roles and challenges

The unique characteristics of services — i.e. intangibility, perishability, inseparability and heterogeneity — add risk, challenge and complexity to the tasks involved in being a service consumer. In response, service consumers assume six important roles, labelled: Targets, Partners, Quasi-Employees, Service Itself, Reporters and Quality Inspectors. The successful implementation of these roles relies heavily upon consumer skills that vary from consumer to consumer. Implications of being a service consumer are discussed and specific recommendations are offered to service consumers.