Consumer Behavior in Services Chapter Consumer Behavior in Services 3 Search, Experience, and Credence Properties Consumer Choice Consumer Experience Postexperience Evaluation Understanding Differences Among Consumers

Consumer Evaluation Processes for Services _____________ Qualities attributes a consumer can determine prior to purchase of a product ________________ Qualities attributes a consumer can determine after purchase (or during consumption) of a product ____________________ Qualities characteristics that may be impossible to evaluate even after purchase and consumption

Figure 3.2 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 3.3 Stages in Consumer Decision Making and Evaluation of Services

Stages in Consumer Decision Making and Evaluation of Services Consumer Choice Need Recognition – physiological, safety and security, social, ego, self-actualization Information search Greater reliance on _______________ sources for services: Experience qualities Non-personal sources of information not readily available

Stages in Consumer Decision Making and Evaluation of Services Evaluation of alternatives ____________________ of alternatives is smaller Nonprofessional service providers often replace or compete with the customer

Stages in Consumer Decision Making and Evaluation of Services Service Purchase Production Purchase Consumption Purchase Production Consumption

Stages in Consumer Decision Making and Evaluation of Services Consumer Experience Services as Processes – sequence of steps, actions, and activities Service Provision as Drama The skill of service _______________ in performing their routines, the way they appear, and their commitment to the show Ex: ____________________________ The _______________ of the service – scenery, props, and other physical cues to create desired impressions

Stages in Consumer Decision Making and Evaluation of Services Service roles and scripts Service script: set of ordered actions, actors, and objects that, through repeated involvement, define what the customer expects The Compatibility of Service Customers Customer Coproduction – Emotions and Moods

Stages in Consumer Decision Making and Evaluation of Services Postexperience Evaluation (p. 67) Attribution of dissatisfaction - the quality of many services depends on the ____________ the customer brings to the service encounter Brand Loyalty – ____________ for services than goods; higher perceived risks means greater reliance on brand names; cost of switching brands

The Role of Culture in Services Culture affects: how we evaluate and use services how companies and service employees deal with customers