Final answer:
Customers in service co-creation face internal and external exchange dilemmas, with internal dilemmas involving personal conflicts and external dilemmas involving negotiations or conflicts with others. An example of these dilemmas is a group project with differing opinions on how to proceed, requiring a balance between individual and group interests.
Step-by-step explanation:
In the context of the roles played by customers in service co-creation and delivery, customers may face different types of dilemmas, primarily internal exchange dilemmas and external exchange dilemmas. An internal exchange dilemma often involves a conflict within an individual, such as a customer feeling torn between personal expectations and the actual service outcome. For example, a person may struggle between the desire for a low-cost service and the quality of service they expect to receive. An external exchange dilemma relates to the conflict that occurs between individuals or groups where there is a clash over resource allocation or value determination, such as negotiations in a car purchase where the seller must lower the price and the buyer must increase their offer to meet a compromise.
One illustrative scenario of these dilemmas in conflict is in a group project setting where team members have differing opinions about how to proceed. Each member needs to weigh their own preferences against the group's collective goals, trying to strike a balance between personal satisfaction and group harmony. This represents a case where both internal and external exchange dilemmas can arise and need to be managed effectively.