服务营销英文讲义全集Chap02

• Provider Gap 1:
• not knowing what customers expect
• Provider Gap 2:
• not having the right service designs and standards
• Provider Gap 3:
• not delivering to service standards
Information Search
l Use of personal sources l Perceived risk
Evaluation of
Alternatives
l Evoked set l Emotion and mood
Evaluation of Alternatives
l Evoked set l Emotion and mood
Purchase and Consumption
l Service provision as drama l Service roles and scripts l Compatibility of customers
Post-Purchase Evaluation
l Attribution of dissatisfaction l Innovation diffusion l Brand loyalty
Figure 2-3
Categories in Consumer DecisionMaking and Evaluation of Services
• 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
COMPANY
GAP 1
Part 1 Opener
Service Delivery
External Communications
GAP 4 to Customers
GAP 3
Customer-Driven Service Designs and Standards
GAP 2
Company Perceptions of Consumer Expectations
• Provider Gap 4:
Part 1 Opener
• not matching performance to promises
The Customer Gap
Part 1 Opener
Expected Service
GAP
Perceived Service
SM Chapter 2
CONSUMER BEHAVIOR IN SERVICES
Easy to evaluate
Most Goods
Most Services
Difficult to evaluate
High in search High in experience High in credence
qualities
qualities
qualities
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© 2000 The McGraw-Hill Companies
Objectives for Chapter 2: Consumer Behavior in Services
• Overview the generic differences in consumer behavior between services and goods
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Gaps Model of Service Quality
• Customer Gap:
• difference between expectations and perceptions
SM Part 1
FOCUS ON THE CUSTOMER
McGraw-Hill
© 2000 The McGraw-Hill Companies
Gaps Model of Service Quality
CUSTOMER
Expected
Service
Customer Gap
Perceived Service
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
Figure 2-1
Continuum of Evaluation for Different Types of Products
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Figure 2-2
Categories in Consumer Decision-Making and Evaluation of
Services
Information
Search
l Use of personal sources l Perceived risk