1. 3-1 Part 2 FOCUS ON THE CUSTOMER

2. 3-2 The Customer Gap

3. 3-3 Consumer Evaluation Processes for Services  ___________________  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  ___________________  characteristics that may be impossible to evaluate even after purchase and consumption

4. 3-4 Continuum of Evaluation for Different Types of Products ClothingJewelryFurnitureHousesAutomobiles Restaurant meals VacationsHaircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Difficult to evaluate Easy to evaluate High in search qualities High in experience qualities High in credence qualities MostGoods MostServices

5. 3-5 Consumer Behavior in Services  Consumer Choice  Need Recognition  Maslow’s Hierarchy of Needs

6. 3-6 Maslow’s Hierarchy of Needs

7. 3-7 Consumer Behavior in Services  Consumer Choice  ___________________  Information search  Personal and non-personal sources  Perceived risk  Evaluation of service alternatives  ___________________

8. 3-8 Consumer Behavior in Services  Consumer Experience  Dominates the evaluation process  ___________________  Understanding Differences Among Consumers

9. 3-9 Stages in Consumer Decision Making and Evaluation of Services

10. 3-10 Issues to Consider in Examining the Consumer’s Service Experience  ___________________  Service provision as drama  Service roles and scripts  ___________________  Customer coproduction  Emotion and mood