1

SM

Part 1

FOCUS ON THE CUSTOMER

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2000 The McGraw-Hill Companies

2000 The McGraw-Hill Companies

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Gaps Model of Service Quality

Expected

CUSTOMER

Service
Customer
Gap

Service Delivery

COMPANY

GAP 1

Perceived
Service

GAP 4

External
Communications
to Customers

GAP 3
Customer-Driven Service
Designs and Standards

GAP 2
Part 1 Opener
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Company Perceptions of
Consumer Expectations
2000 The McGraw-Hill Companies

Gaps Model of Service

Quality

SM

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
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2000 The McGraw-Hill Companies

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The Customer Gap

Expected
Service
GAP

Perceived
Service

Part 1 Opener
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Chapter 2

CONSUMER BEHAVIOR
IN SERVICES

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2000
TheThe
McGraw-Hill
Companies
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McGraw-Hill Companies

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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

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2000 The McGraw-Hill Companies

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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 2-1

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Continuum of Evaluation for

Different Types of Products
Most
Services

Most
Goods
Easy to evaluate

High in search
qualities
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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 experience High in credence

qualities
qualities
2000 The McGraw-Hill Companies

Figure 2-2

SM

Categories in Consumer
Decision-Making and Evaluation of
Services
Information
Search
Use of personal sources
Perceived risk

Purchase and
Consumption
Service provision as
drama
Service roles and scripts
Compatibility of customers
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Evaluation of
Alternatives
Evoked set
Emotion and mood

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

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Figure 2-3

SM

Categories in Consumer DecisionMaking and Evaluation of Services

Information
Search

Evaluation of
Alternatives
Evoked set
Emotion and mood

Use of personal sources

Perceived risk

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

Purchase and
Consumption

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Service provision as
drama
Service roles and scripts
Compatibility of
customers

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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Authenticity
Caring
Control Courtesy
Formality
Friendliness
Personalization
Promptness
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