Consumer Behaviour in Services CHAPTER 3 The Customer

Consumer Behaviour in Services CHAPTER 3

The Customer Gap Expected service Customer Gap Perceived service

Consumer Evaluation of Services Framework for distinguishing products and services: �Search Qualities Attributes that can be determined before purchase or consumption �Experience Qualities Attributes that can only be determined only after purchase or consumption �Credence Qualities Attributes that are difficult to assess at any stage of the purchase process

Continuum of Evaluation for Different Types of Products Figure 3. 3 Most Services Most Goods Easy to evaluate Medical diagnosis Auto repair Root canals Legal services Television repair Child care Haircuts Vacations Restaurant meals Automobiles Houses Furniture Jewelry Clothing Difficult to evaluate High in search High in experience. High in credence qualities

Discussion Question, page 70, #2

Consumer Decision-making Process Problem/need recognition Information Search Evaluation of Alternatives Purchase Decision Consumer Experience Postexperience Evaluation

Issues in Consumer’s Service Experience �Services as processes A follow through of steps �Service Provision as drama Service marketer as director, writer and choreographer, performing their routines �Service roles and script i. e. Dentist office �The compatibility of service customers Customers influencing service experiences �Customer coproduction/co-creation Customers as participants in the service process �Emotion and mood

Post-experience Evaluation �Influences word of mouth communication �Attribution of dissatisfaction �Brand loyalty Switching costs