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McGraw-Hill

2000 The McGraw-Hill Companies


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Part 1
FOCUS ON THE CUSTOMER
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2000 The McGraw-Hill Companies
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2000 The McGraw-Hill Companies
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Perceived
Service
Expected
Service
CUSTOMER
COMPANY
Customer
Gap
GAP 1
GAP 2
Gaps Model of Service Quality
GAP 3
External
Communications
to Customers GAP 4
Service Delivery
Customer-Driven Service
Designs and Standards
Company Perceptions of
Consumer Expectations
Part 1 Opener
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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
Part 1 Opener
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2000 The McGraw-Hill Companies
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The Customer Gap
Expected
Service
Perceived
Service
GAP
Part 1 Opener
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2000 The McGraw-Hill Companies
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Chapter 2
CONSUMER BEHAVI OR
I N SERVI CES
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2000 The McGraw-Hill Companies
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2000 The 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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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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2000 The McGraw-Hill Companies
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Figure 2-1
Continuum of Evaluation for
Different Types of Products
Difficult to evaluate
Easy to evaluate
High in search
qualities
High in experience
qualities
High in credence
qualities
Most
Goods
Most
Services
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2000 The McGraw-Hill Companies
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Figure 2-2
Categories in Consumer
Decision-Making and Evaluation of
Services
Information
Search
Evaluation of
Alternatives
Purchase and
Consumption
Post-Purchase
Evaluation
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
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2000 The McGraw-Hill Companies
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Figure 2-3
Categories in Consumer Decision-
Making and Evaluation of Services
Information
Search
Evaluation of
Alternatives
Purchase and
Consumption
Post-Purchase
Evaluation
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
Culture
Values and attitudes
Manners and customs
Material culture
Aesthetics
Educational and social
institutions

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2000 The McGraw-Hill Companies
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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

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