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

2. Chapter 03 Customer Behavior in Services

3. The Customer Gap
Customer Gap

4. 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

5. 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

6. Stages in Consumer Decision Making and Evaluation of Services
Figure 3.3

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

8. 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

9. 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

10. 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

11. Thank You