When guests directly interact with the service process, what is that considered?

When guests directly interact with the service process, it is recognized as co-production. This concept is central to service management because it signifies the active participation of the customer in creating their service experience. In many service industries, the quality and outcome of the service are influenced by both the service provider's efforts and the customer's involvement.

Co-production emphasizes the collaborative nature of service delivery, where customer input can shape the service output. For instance, in a restaurant, when a customer places an order or customizes their meal, they are participating in the production of that service. This participation can enhance customer satisfaction and provide valuable feedback to service providers, making it a vital aspect of guest services management.

Other terms such as self-service, productivity, and customer service, while related, do not capture this collaborative interaction in the same way. Self-service focuses more on scenarios where customers operate independently without the direct support of service staff. Productivity pertains to the efficiency and output of the service provided, while customer service encompasses the overall assistance and experience offered to guests, which may or may not involve direct interaction in the service process. Hence, co-production is the interpretation that accurately reflects the active role of guests in the service delivery process.