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SERVICE CONSUMER BEHAVIOR

SESSION-5.1

The Customer Gap

Expected Service GAP Perceived Service

Objectives for Consumer Behavior in Services Overview the generic differences in consumer behavior between services and goods Introduce the aspects of consumer behavior that a marketer must understand in five categories of consumer behavior: Information search Evaluation of service alternatives Service purchase and consumption Postpurchase evaluation Role of culture

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

Continuum of Evaluation for Different Types of Products

Most Goods
Easy to evaluate

Most Services
Difficult to evaluate

High in search qualities

High in experience High in credence qualities qualities

Stages in Consumer Decision Making and Evaluation of Services

Categories in Consumer Decision-Making and Evaluation of Services


Information Search
Use of personal sources Perceived risk

Emotion and mood

Evaluation of Alternatives Evoked set

Service roles and scripts Compatibility of customers

Purchase and Consumption Service provision as drama

Innovation diffusion Brand loyalty

Post-Purchase Evaluation Attribution of dissatisfaction

Categories in Consumer Decision-Making and Evaluation of Services


Information Search Use of personal sources
Values and attitudes

Perceived risk

Emotion and mood

Evaluation of Alternatives Evoked set

Culture

Manners and customs Material culture Aesthetics Educational and social


institutions

drama Service roles and scripts Compatibility of customers

Purchase and Consumption Service provision as

Innovation diffusion Brand loyalty

Post-Purchase Evaluation Attribution of dissatisfaction

Issues to Consider in Examining the Consumers Service Experience Service provision as drama Service roles and scripts Customer coproduction

Emotion and mood

Issues to Consider in Examining the Consumers Service Experience

Service provision as drama Service roles and scripts Customer coproduction Emotion and mood