1

SM
Part 1

FOCUS ON THE CUSTOMER

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SM Gaps Model of Service Quality

CUSTOMER Expected
Service

Customer
Gap
Perceived
Service

External
COMPANY Service Delivery Communications
GAP 4 to Customers
GAP 1 GAP 3
Customer-Driven Service
Designs and Standards

GAP 2
Company Perceptions of
Consumer Expectations
Part 1 Opener
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Gaps Model of Service
SM
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
Part 1 Opener
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SM The Customer Gap

Expected
Service

GAP

Perceived
Service

Part 1 Opener
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SM
Chapter 2

CONSUMER BEHAVIOR
IN SERVICES

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Objectives for Chapter 2:
SM Consumer Behavior in
Services
• 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
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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Figure 2-1
SM Continuum of Evaluation for
Different Types of Products

Most Most
Goods Services

Easy to evaluate
Difficult to evaluate
Clothing

Jewelry

Furniture

Houses

Automobiles

Restaurant meals

Vacations

Haircuts

Child care

Television repair

Legal services

Root canals

Auto repair

Medical diagnosis
{
{
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High in search
qualities
High in experience High in credence
qualities qualities
{ © 2000 The McGraw-Hill Companies
 Figure 2-2 9
Categories in Consumer
SM Decision-Making and Evaluation of
Services
Information Evaluation of
Search Alternatives
 Use of personal sources  Evoked set
 Perceived risk  Emotion and mood

Purchase and Post-Purchase

Consumption
 Service provision as drama
 Service roles and scripts
 Compatibility of customers
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Evaluation
 Attribution of dissatisfaction
 Innovation diffusion
 Brand loyalty
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Figure 2-3
SM Categories in Consumer Decision-
Making and Evaluation of Services

Information Evaluation of
Search Alternatives
 Use of personal sources  Evoked set
 Perceived risk  Emotion and mood

Culture
 Values and attitudes
 Manners and customs
 Material culture
 Aesthetics
 Educational and social
institutions

Purchase and Post-Purchase

Consumption Evaluation
 Service provision as  Attribution of dissatisfaction
drama
 Service roles and scripts  Innovation diffusion
 Compatibility of  Brand loyalty
customers
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Global Feature:
SM Differences in the Service
Experience in the U.S. and Japan

 Authenticity
 Caring
 Control Courtesy
 Formality
 Friendliness
 Personalization
 Promptness
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