Which of the following roles do guests often play in a co-production model?

In a co-production model, guests are seen as integral partners in the delivery of services, which explains why they play both roles of end-users and service deliverers. As end-users, guests consume the services offered, shaping their experiences based on their needs and expectations. This active engagement allows them to provide valuable feedback that can enhance service quality and effectiveness.

Additionally, guests can also take on the role of service deliverers. For instance, in hospitality settings, guests may interact directly with service staff, participate in creating their own experiences, or even engage in certain service processes like ordering, customizing, or sharing feedback in real time. This collaborative dynamic between service providers and guests enhances the overall service experience and contributes to satisfaction.

Thus, recognizing that guests fulfill both roles showcases the importance of their participation and involvement in the service process, making them not only consumers but also contributors to the value derived from the service transaction.