3ChapterChapter

Consumer Behavior in ServicesConsumer Behavior in Services

Search, Experience, and Credence Properties

Consumer Choice Consumer Experience Postexperience Evaluation Understanding Differences Among

Consumers

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Consumer Evaluation Processes for ServicesConsumer Evaluation Processes for Services

_____________ Qualities attributes a consumer can determine prior to purchase of a

product

________________ Qualities attributes a consumer can determine after purchase (or

during consumption) of a product

____________________ Qualities characteristics that may be impossible to evaluate even after

purchase and consumption

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Figure 3.2

Continuum of Evaluation for Different Types of Products

Figure 3.2

Continuum of Evaluation for Different Types of Products

Clo

thin

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Fu

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re

Ho

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s

Au

tom

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iles

Re

sta

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nt

me

als

Va

catio

ns

Ha

ircu

ts

Ch

ild c

ar e

Te

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n r

ep

air

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Ro

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Au

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air

Me

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iag

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sis

Difficult to evaluateEasy to evaluate

High in searchqualities

High in experiencequalities

High in credencequalities

MostGoods

MostServices

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Figure 3.3

Stages in Consumer Decision Making and Evaluation of Services

Figure 3.3

Stages in Consumer Decision Making and Evaluation of Services

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Stages in Consumer Decision Making and Evaluation of ServicesStages in Consumer Decision Making and Evaluation of Services

Consumer Choice Need Recognition – physiological, safety and security, social, ego,

self-actualization

Information search

Greater reliance on _______________ sources for services:

Experience qualities

Non-personal sources of information not readily available

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Stages in Consumer Decision Making and Evaluation of ServicesStages in Consumer Decision Making and Evaluation of Services

Evaluation of alternatives

____________________ of alternatives is smaller

Nonprofessional service providers often replace or compete with the customer

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Stages in Consumer Decision Making and Evaluation of Services

Stages in Consumer Decision Making and Evaluation of Services

Service Purchase

Production Purchase Consumption

Purchase Production

Consumption

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Stages in Consumer Decision Making and Evaluation of Services

Stages in Consumer Decision Making and Evaluation of Services

Consumer Experience Services as Processes – sequence of steps, actions, and

activities

Service Provision as DramaThe skill of service _______________ in performing their routines, the way they appear, and their commitment to the show

Ex: ____________________________The _______________ of the service – scenery, props,

and other physical cues to create desired impressions

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Stages in Consumer Decision Making and Evaluation of Services

Stages in Consumer Decision Making and Evaluation of Services

Service roles and scriptsService script: set of ordered actions, actors, and objects that, through repeated involvement, define what the customer expects

The Compatibility of Service Customers

Customer Coproduction –

Emotions and Moods

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Stages in Consumer Decision Making and Evaluation of Services

Stages in Consumer Decision Making and Evaluation of Services

Postexperience Evaluation (p. 67)

Attribution of dissatisfaction - the quality of many services depends on the ____________ the customer brings to the service encounter

Brand Loyalty – ____________ for services than goods; higher perceived risks means greater reliance on brand names; cost of switching brands

© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

The Role of Culture in ServicesThe Role of Culture in Services

Culture affects: how we evaluate and use services how companies and service employees deal with

customers