1

SM Part 1

FOCUS ON THE CUSTOMER

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2000 The McGraw-Hill Companies 2000 The McGraw-Hill Companies

SM

Gaps Model of Service Quality

CUSTOMER

Expected

Service
Customer Gap

Perceived Service
External Communications to Customers

COMPANY

Service Delivery
GAP 3
Customer-Driven Service Designs and Standards

GAP 4

GAP 1

GAP 2
Part 1 Opener McGraw-Hill

Company Perceptions of Consumer Expectations

2000 The McGraw-Hill Companies

SM

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
2000 The McGraw-Hill Companies

Part 1 Opener McGraw-Hill

SM

The Customer Gap

Expected Service
GAP

Perceived Service

Part 1 Opener McGraw-Hill

2000 The McGraw-Hill Companies

SM Chapter 2

CONSUMER BEHAVIOR IN SERVICES

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20002000 The McGraw-Hill Companies The McGraw-Hill Companies

SM

Objectives for Chapter 2: 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
McGraw-Hill 2000 The McGraw-Hill Companies

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

McGraw-Hill

2000 The McGraw-Hill Companies

SM

Continuum of Evaluation for Different Types of Products

Most Goods Most Services
Difficult to evaluate

Figure 2-1 2-

Easy to evaluate

High in search qualities

McGraw-Hill

High in experience High in credence qualities qualities

2000 The McGraw-Hill Companies

Figure 2-2 2-

SM

Categories in Consumer DecisionDecision-Making and Evaluation of Services

Information Search
 Use of personal sources  Perceived risk

Evaluation of Alternatives
 Evoked set  Emotion and mood

Purchase and Consumption

 Service provision as drama  Service roles and scripts  Compatibility of customers
McGraw-Hill

Post-Purchase Evaluation
 Attribution of dissatisfaction  Innovation diffusion  Brand loyalty
2000 The McGraw-Hill Companies

Figure 2-3 2-

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SM

Categories in Consumer DecisionDecisionMaking and Evaluation of Services

Information Search
 Use of personal sources  Perceived risk

Evaluation of Alternatives
 Evoked set  Emotion and mood

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

Purchase and Consumption

 Service provision as drama  Service roles and scripts  Compatibility of customers
McGraw-Hill

Post-Purchase Evaluation
 Attribution of dissatisfaction  Innovation diffusion  Brand loyalty
2000 The McGraw-Hill Companies

SM

Global Feature: Differences in the Service Experience in the U.S. and Japan

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McGraw-Hill

Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness

2000 The McGraw-Hill Companies