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Understanding the Customer Gap: Evaluation Processes in Consumer Services

This article delves into the evaluation processes consumers undergo when purchasing services. It explores attributes consumers assess before and after purchase and identifies characteristics that can be difficult to evaluate even post-consumption. We discuss Maslow's Hierarchy of Needs to understand consumer behavior, choice dynamics, and the implications of perceived risk in decision-making. The text also examines the service provision as a drama, highlighting the roles, scripts, and emotional aspects that influence customer coproduction and overall service experience.

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Understanding the Customer Gap: Evaluation Processes in Consumer Services

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  1. Part 2 FOCUS ON THE CUSTOMER

  2. The Customer Gap

  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. 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 Services Most Goods Easy to evaluate Difficult to evaluate High in search qualities High in experience qualities High in credence qualities

  5. Consumer Behavior in Services • Consumer Choice • Need Recognition • Maslow’s Hierarchy of Needs

  6. Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs Maslow’s Hierarchy of Needs

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

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

  9. Stages in Consumer Decision Making and Evaluation of Services

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

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