Afjal Hossain Assistant Professor Department of Marketing MKT 5207 Service Marketing Afjal Hossain Assistant Professor Department of Marketing

Chapter 03 Customer Behavior in Services

The Customer Gap Customer Gap

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

Continuum of Evaluation for Different Types of Products Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Most Goods Most Services Easy to evaluate Difficult to evaluate High in search qualities High in experience qualities High in credence qualities Figure 3.2

Stages in Consumer Decision Making and Evaluation of Services Figure 3.3

Issues to Consider in Examining the Consumer’s Service Choice Need recognition Information search Evaluation of service alternatives Service purchase

Issues to Consider in Examining the Consumer’s Service Experience Services as processes Service provision as drama Service roles and scripts The compatibility of service customers Customer coproduction Emotion and mood

Word-of-mouth communication Attribution of dissatisfaction Issues to Consider in Examining the Consumer’s Service Postexperience evaluation Word-of-mouth communication Attribution of dissatisfaction Positive or negative biases Brand loyalty

Understanding differences among consumers Global difference: The role of culture Values and attributes differ across culture Manners and customs Material culture Aesthetics Educational and Social institutions Group decision making Households organizations

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