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FOCUS ON THE CUSTOMER

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PerceivedService

Expected

ServiceCUSTOMER

COMPANY

Customer

Gap

GAP 1

GAP 2

GAP 3

ExternalCommunications

to Customers

GAP 4

Service Delivery

Customer-Driven ServiceDesigns and Standards

Company Perceptions of

Consumer Expectations

Part 1 Opener

Gaps Model of Service Quality

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Gaps Model of Service Quality

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

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Expected

Service

PerceivedService

GAP

The Customer Gap

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Consumer Behavior

in Services

Services: Search versus Experience versus

Credence Properties?

Services: Categories in the Decision-

making Process and Framework of the

Chapter The Role of Culture in Services

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Consumer Behavior in Services

Overview the generic differences in consumerbehavior between services and goods.

Introduce the aspects of consumer behavior that a

marketer must understand in five categories ofconsumer behavior:

Need recognition.

Information search.

Evaluation of service alternatives. Service purchase and consumption.

Postpurchase evaluation.

Understand the roles of culture and group consumer

behavior in services

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Consumer Evaluation

Processes 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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Continuum of Evaluation for

Different Types of Products

Difficult to evaluateEasy to evaluate

High in search

qualities

High in experience

qualities

High in credence

qualities

MostGoods

MostServices

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Stages in Consumer Decision

Making and Evaluation of Services

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Consumption Values: Perceived value orutility an individual believes a specific choice will

provide. It includes:

Functional Value: is the perceived utility

acquired when a particular choice provides

utility or functional benefits for the consumer.

Social Value: is the perceived utility acquired

from making a purchase decision that is

associated with a particular reference group.

Emotional value :is the perceived utility from a

purchase that stimulates feelings and emotions

within the consumer.

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Epistemic Value is the perceived utility from a

purchase that is based on a desire for

knowledge ,novelty or curiosity

Conditional value: is the perceived utility from

a provided when an alternative is chosen

because of a temporary change in the

consumers situation

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Categories in Consumer Decision-

Making and Evaluation of Services

InformationSearch

Evaluation ofAlternatives

Purchase andConsumption

Post-PurchaseEvaluation

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

CultureValues and attitudes Manners and customs Material culture Aesthetics

Educational and socialinstitutions

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Global Feature: Differences in the

Service Experience in the U.S. and

Japan

Authenticity

Caring Control Courtesy

Formality

Friendliness

Personalization

Promptness