Consumer Behaviour in Services

1. Consumer Behaviour in Services Chapter 3

2. The Customer Gap Expected service Customer Gap Perceived service

3. Consumer Evaluation of Services Framework for distinguishing products and services: • Search Qualities • Attributes that can be determined before purchase or consumption • Experience Qualities • Attributes that can only be determined only after purchase or consumption • Credence Qualities • Attributes that are difficult to assess at any stage of the purchase process

4. Continuum of Evaluation forDifferent Types of Products Figure 3.3 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. Discussion Question, page 70, #2

6. Consumer Decision-making Process Problem/need recognition Information Search Evaluation of Alternatives Purchase Decision Consumer Experience Post- experience Evaluation

7. Issues in Consumer’s Service Experience • Services as processes • A follow through of steps • Service Provision as drama • Service marketer as director, writer and choreographer, performing their routines • Service roles and script • i.e. Dentist office • The compatibility of service customers • Customers influencing service experiences • Customer coproduction/co-creation • Customers as participants in the service process • Emotion and mood

8. Post-experience Evaluation • Influences word of mouth communication • Attribution of dissatisfaction • Brand loyalty • Switching costs