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SMSMPart 1
FOCUS ON THE CUSTOMER
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SM
PerceivedService
Expected Service
CUSTOMER
COMPANY
CustomerGap
GAP 1
GAP 2
Gaps Model of Service QualityGaps Model of Service Quality
GAP 3
External Communications
to CustomersGAP 4Service Delivery
Customer-Driven Service Designs and Standards
Company Perceptions of Consumer Expectations
Part 1 Opener
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SMGaps Model of Service Gaps Model of Service
QualityQuality
• Customer Gap:• difference between expectations and
perceptions• Provider Gap 1:
• not knowing what customers expect• Provider Gap 2:
• not having the right service designs and standards
• Provider Gap 3:• not delivering to service standards
• Provider Gap 4:• not matching performance to promises
Part 1 Opener
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SM The Customer GapThe Customer Gap
ExpectedService
PerceivedService
GAP
Part 1 Opener
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SMSMChapter 2
CONSUMER BEHAVIOR IN SERVICES
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SMObjectives for Chapter 2:Objectives for Chapter 2:
Consumer Behavior in Consumer Behavior in ServicesServices
• Overview the generic differences in consumer behavior between services and goods
• Introduce the aspects of consumer behavior that a marketer must understand in five categories of consumer behavior:• Information search• Evaluation of service alternatives• Service purchase and consumption• Postpurchase evaluation• Role of culture
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SM Consumer Evaluation Consumer Evaluation Processes for ServicesProcesses for Services
• Search Qualities– attributes a consumer can determine prior to
purchase of a product• Experience Qualities
– attributes a consumer can determine after purchase (or during consumption) of a product
• Credence Qualities– characteristics that may be impossible to evaluate
even after purchase and consumption
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SMFigure 2-1Figure 2-1
Continuum of Evaluation for Continuum of Evaluation for Different Types of ProductsDifferent Types of Products
Clo
t hin
g
Jew
elry
Fur
n itu
re
Hou
ses
Aut
omob
iles
Res
tau
rant
mea
ls
Vac
a tio
ns
Ha i
r cut
s
Ch i
ld c
a re
Tel
evis
ion
repa
ir
Leg
a l s
ervi
ces
Roo
t c a
nals
Aut
o re
pair
Med
ical
dia
gno
sis
Difficult to evaluateEasy to evaluate
{High in search
qualitiesHigh in experience
qualitiesHigh in credence
qualities
{{Most
GoodsMost
Services
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SM
Figure 2-2Figure 2-2
Categories in Consumer Categories in Consumer Decision-Making and Evaluation of Decision-Making and Evaluation of
ServicesServicesInformation Search
Evaluation of Alternatives
Purchase and Consumption
Post-Purchase Evaluation
Use of personal sources Perceived risk
Evoked set Emotion and mood
Service provision as drama Service roles and scripts Compatibility of customers
Attribution of dissatisfaction Innovation diffusion Brand loyalty
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SMFigure 2-3Figure 2-3
Categories in Consumer Decision-Categories in Consumer Decision-Making and Evaluation of ServicesMaking and Evaluation of Services
Information Search
Evaluation of Alternatives
Purchase and Consumption
Post-Purchase Evaluation
Use of personal sources Perceived risk
Evoked set Emotion and mood
Service provision as drama Service roles and scripts Compatibility of customers
Attribution of dissatisfaction Innovation diffusion Brand loyalty
Culture Values and attitudes Manners and customs Material culture Aesthetics Educational and social
institutions
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SMGlobal Feature:Global Feature:
Differences in the Service Differences in the Service Experience in the U.S. and JapanExperience in the U.S. and Japan
Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness
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