Part 2 FOCUS ON THE CUSTOMER.

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Presentation transcript:

Part 2 FOCUS ON THE CUSTOMER

Customer Behavior in Services Chapter 3 Customer Behavior in Services Search, Experience, and Credence Properties Consumer Choice Consumer Experience Postexperience Evaluation Global Differences: The Role of Culture McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

The Customer Gap

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

Stages in Consumer Decision Making and Evaluation of Services

Issues to Consider in Examining the Consumer’s Service Experience Services as processes Service provision as drama Service roles and scripts The compatibility of service customers Customer coproduction Emotion and mood