Consumer

Behaviour
Expected
service
Perceived
service
Customer Gap
The Customer Gap
Consumer Behavior in Services
Search, Experience, and Credence
Properties
Consumer Choice
Consumer Experience
Post-experience Evaluation
Understanding Differences Among
Consumers
Stages in Consumer Decision Making and
Evaluation of Services
Choice Need Recognition
Need & Motivation Theory
Values
Means-End Chain
Attributes & Consequences (Benefits)
Choice Information Search
Attribute Evaluation
Experience Estimation
Personal & Non-Personal Sources
Risk
Relevance
Information Confidence
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
Continuum of Evaluation for Different Types
of Products
C
l
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t
h
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n
g

J
e
w
e
l
l
e
r
y

F
u
r
n
i
t
u
r
e

H
o
u
s
e
s

A
u
t
o
m
o
b
i
l
e
s

R
e
s
t
a
u
r
a
n
t

m
e
a
l
s

V
a
c
a
t
i
o
n
s

H
a
i
r
c
u
t
s

C
h
i
l
d

c
a
r
e

T
e
l
e
v
i
s
i
o
n

r
e
p
a
i
r

L
e
g
a
l

s
e
r
v
i
c
e
s

R
o
o
t

c
a
n
a
l
s

A
u
t
o

r
e
p
a
i
r

M
e
d
i
c
a
l

d
i
a
g
n
o
s
i
s

Difficult to evaluate Easy to evaluate
High in search
qualities
High in experience
qualities
High in credence
qualities
Most
Goods
Most
Services
Satisfaction
Expectations - Confirmation
Issues to Consider in Examining the Consumers
Service Experience
Services as processes

Service provision as drama

Service roles and scripts

The compatibility of service with customers

Customer co-production

Emotion and mood