Chapter 3 Overheads

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Part 2
FOCUS ON THE CUSTOMER
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The Customer Gap
Expected service
Customer Gap
Perceived service
Part 2 Opener
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Consumer Behavior in Services
Chapter
3

• Search, Experience, and Credence Properties
• Consumer Choice
• Consumer Experience
• Postexperience Evaluation
• Understanding Differences Among Consumers

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Figure 3.3Stages in Consumer Decision Making and
Evaluation of Services
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Choice Need Recognition

• Need Motivation Theory
• Values
• Means-End Chain
• Attributes Consequences (Benefits)

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Choice Information Search

• Attribute Evaluation
• Experience Estimation
• Personal Non-Personal Sources
• Risk
• Relevance
• Information Confidence

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Choice Evaluation of Alternatives

• Evoked sets
• Smaller for 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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Figure 3.2Continuum of Evaluation for Different
Types of Products
Clothing Jewelry Furniture Houses Automobiles Rest
aurant meals Vacations Haircuts Child
care Television repair Legal services Root
canals Auto repair Medical diagnosis
Most Services
Most Goods
Easy to evaluate
Difficult to evaluate
High in search qualities
High in experience qualities
High in credence qualities
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Satisfaction

• Expectations - Confirmation

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Issues to Consider in Examining the Consumers
Service Experience

• Services as processes
• Service provision as drama
• Service roles and scripts
• The compatibility of service customers
• Customer coproduction
• Emotion and mood

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Global FeatureDifferences in the Service
Experience in the U.S. and Japan

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