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SM Part 1
McGraw-Hill
SM
Expected
Service
Customer Gap
Perceived Service
External Communications to Customers
COMPANY
Service Delivery
GAP 3
Customer-Driven Service Designs and Standards
GAP 4
GAP 1
GAP 2
Part 1 Opener McGraw-Hill
SM
SM
Expected Service
GAP
Perceived Service
SM Chapter 2
McGraw-Hill McGraw-Hill
SM
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
McGraw-Hill 2000 The McGraw-Hill Companies
SM
McGraw-Hill
SM
Figure 2-1
Easy to evaluate
Figure 2-2
SM
Information Search
Evaluation of Alternatives
Evoked set Emotion and mood
Post-Purchase Evaluation
Attribution of dissatisfaction Innovation diffusion Brand loyalty
2000 The McGraw-Hill Companies
Figure 2-3
10
SM
Evaluation of Alternatives
Evoked set Emotion and mood
Culture
Post-Purchase Evaluation
SM
Global Feature: Differences in the Service Experience in the U.S. and Japan Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness
2000 The McGraw-Hill Companies
11
McGraw-Hill