Consumer Behavior in Services Chapter 2

1
Consumer Behavior in Services(Chapter 2)

• Gaps Model - Overview
• Services Evaluation Processes
• Consumer Decision-Making Process for Services

2
Expectations and Perceptions

• customer expectations
• are what a customer believes should or will
  happen
• sources
• pricing, advertising, word-of-mouth
  communications
• customer perceptions

Part 1 Opener
3
The Customer Gap

GAP

Part 1 Opener
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Gaps Model of Service Quality
Expected Service
CUSTOMER
Customer Gap
Perceived Service
External Communications to Customers
Service Delivery
COMPANY
GAP 4
GAP 1
GAP 3
Customer-Driven Service Designs and Standards
GAP 2
Company Perceptions of Consumer Expectations
Part 1 Opener
5
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

Part 1 Opener
6
Services Consumers

• have a more difficult time evaluating and
  choosing services than goods because

7
Evaluation Processes for Services

• Search Qualities
• Experience Qualities
• Credence Qualities

8
Evaluating Services
Most Goods
Most Services
Difficult to evaluate
Easy to evaluate
9
Consumer Decision-Making Process for Services

• (1) Information Search
• (2) Evaluation of Alternatives
• (3) Purchase and Consumption
• (4) Postpurchase Evaluation

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(1) Information Search

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(2) Evaluation of Alternatives

• smaller evoked set for services
• emotion and mood affect perceptions and
  evaluations of service experiences

12
(3) Purchase and Consumption of Services

13
(4) Post-Purchase Evaluation

• Attribution of Dissatisfaction
• Brand Loyalty