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FOCUS ON THE CUSTOMER
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PerceivedService
Expected
ServiceCUSTOMER
COMPANY
Customer
Gap
GAP 1
GAP 2
GAP 3
ExternalCommunications
to Customers
GAP 4
Service Delivery
Customer-Driven ServiceDesigns and Standards
Company Perceptions of
Consumer Expectations
Part 1 Opener
Gaps Model of Service Quality
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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
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Expected
Service
PerceivedService
GAP
The Customer Gap
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Consumer Behavior
in Services
Services: Search versus Experience versus
Credence Properties?
Services: Categories in the Decision-
making Process and Framework of the
Chapter The Role of Culture in Services
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Consumer Behavior in Services
Overview the generic differences in consumerbehavior between services and goods.
Introduce the aspects of consumer behavior that a
marketer must understand in five categories ofconsumer 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
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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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Continuum of Evaluation for
Different Types of Products
Difficult to evaluateEasy to evaluate
High in search
qualities
High in experience
qualities
High in credence
qualities
MostGoods
MostServices
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Stages in Consumer Decision
Making and Evaluation of Services
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Consumption Values: Perceived value orutility an individual believes a specific choice will
provide. It includes:
Functional Value: is the perceived utility
acquired when a particular choice provides
utility or functional benefits for the consumer.
Social Value: is the perceived utility acquired
from making a purchase decision that is
associated with a particular reference group.
Emotional value :is the perceived utility from a
purchase that stimulates feelings and emotions
within the consumer.
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Epistemic Value is the perceived utility from a
purchase that is based on a desire for
knowledge ,novelty or curiosity
Conditional value: is the perceived utility from
a provided when an alternative is chosen
because of a temporary change in the
consumers situation
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Categories in Consumer Decision-
Making and Evaluation of Services
InformationSearch
Evaluation ofAlternatives
Purchase andConsumption
Post-PurchaseEvaluation
Use of personal sources Perceived risk
Evoked set Emotion and mood
Service provision as drama Service roles and scripts Compatibility of customers
Attribution of dissatisfaction Innovation diffusion Brand loyalty
CultureValues and attitudes Manners and customs Material culture Aesthetics
Educational and socialinstitutions
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Global Feature: Differences in the
Service Experience in the U.S. and
Japan
Authenticity
Caring Control Courtesy
Formality
Friendliness
Personalization
Promptness
Recommended