Part 1

FOCUS ON THE CUSTOMER

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

Company Perceptions of Consumer Expectations

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:
Part 1 Opener

not matching performance to promises

The Customer Gap

Expected Service
GAP

Perceived Service
Part 1 Opener

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:
Need recognition. Information search. Evaluation of service alternatives. Service purchase and consumption. Postpurchase evaluation.

Understand the roles of culture and group consumer behavior in services

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

Figure 2.2

Continuum of Evaluation for Different Types of Products

Most Goods
Easy to evaluate

Most Services
Difficult to evaluate

High in search qualities

High in experience High in credence qualities qualities

Stages in Consumer Decision Making and Evaluation of Services

Categories in Consumer DecisionMaking 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

Post-Purchase Evaluation
Attribution of dissatisfaction Innovation diffusion Brand loyalty

Categories in Consumer DecisionMaking and Evaluation of Services

Information Search
Use of personal sources Perceived risk

Evaluation of Alternatives
Evoked set Emotion and mood

Values and attitudes

Culture

Manners and customs Material culture Aesthetics Educational and social

institutions

Purchase and Consumption

Service provision as drama Service roles and scripts Compatibility of customers

Post-Purchase Evaluation
Attribution of dissatisfaction Innovation diffusion Brand loyalty

HW
Select 3 services 1high in search attributes,1 High in experience attributes, High in credence attributes. Specify what product characteristics make them easy or difficult for consumers to evaluate and suggest specific strategies that marketers can adopt in each case to facilitate evaluation and reduce perceived risk. Develop 2 customer scripts 1 for standardized and customized service. Map all the key customer steps of this script across all 3stages of service consumption. What are the key differences between them.