1. 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

2. 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

3. 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

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

5. 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

6. 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

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

8. 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

9. 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

10. 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

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