1. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Part 2 FOCUS ON THE CUSTOMER

2. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Expected service Perceived service Customer Gap The Customer Gap Part 2 Opener

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

4. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Figure 3.3 Stages in Consumer Decision Making and Evaluation of Services

5. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Choice – Need Recognition  Need & Motivation Theory  Values  Means-End Chain  Attributes & Consequences (Benefits)

6. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Choice – Information Search  Attribute Evaluation  Experience Estimation  Personal & Non-Personal Sources  Risk  Relevance  Information Confidence

7. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Choice – Evaluation of Alternatives  Evoked sets  Smaller for services

8. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin 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

9. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin 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 Difficult to evaluate Easy to evaluate High in search qualities High in experience qualities High in credence qualities Most Goods Most Services

10. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Satisfaction  Expectations - Confirmation

11. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin 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

12. © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Global Feature: Differences in the Service Experience in the U.S. and Japan  Authenticity  Caring  Control  Courtesy  Formality  Friendliness  Personalization  Promptness