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    Focus On The Customer: Mcgraw-Hill Mcgraw-Hill

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    Ashish Kumar
    The document discusses a model of service quality that identifies gaps between customer expectations and company perceptions, as well as gaps in the service design, delivery, and external communications processes. It also covers topics of consumer behavior for services, including how customers search for, evaluate, purchase, consume, and assess services after purchase. Culture is discussed as influencing various aspects of consumer decision making and evaluation for services.

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    Focus On The Customer: Mcgraw-Hill Mcgraw-Hill

    Uploaded by

    Ashish Kumar
    33 views11 pages
    The document discusses a model of service quality that identifies gaps between customer expectations and company perceptions, as well as gaps in the service design, delivery, and external communications processes. It also covers topics of consumer behavior for services, including how customers search for, evaluate, purchase, consume, and assess services after purchase. Culture is discussed as influencing various aspects of consumer decision making and evaluation for services.

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    MOS

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    Chap02

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    The document discusses a model of service quality that identifies gaps between customer expectations and company perceptions, as well as gaps in the service design, delivery, and external communications processes. It also covers topics of consumer behavior for services, including how customers search for, evaluate, purchase, consume, and assess services after purchase. Culture is discussed as influencing various aspects of consumer decision making and evaluation for services.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    33 views11 pages

    Focus On The Customer: Mcgraw-Hill Mcgraw-Hill

    Uploaded by

    Ashish Kumar
    The document discusses a model of service quality that identifies gaps between customer expectations and company perceptions, as well as gaps in the service design, delivery, and external communications processes. It also covers topics of consumer behavior for services, including how customers search for, evaluate, purchase, consume, and assess services after purchase. Culture is discussed as influencing various aspects of consumer decision making and evaluation for services.

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    1

    SM

    Part 1

    FOCUS ON THE CUSTOMER

    McGraw-Hill
    McGraw-Hill

    2000 The McGraw-Hill Companies


    2000 The McGraw-Hill Companies

    SM

    Gaps Model of Service Quality


    Expected

    CUSTOMER

    Service
    Customer
    Gap

    Service Delivery

    COMPANY

    GAP 1

    Perceived
    Service

    GAP 4

    External
    Communications
    to Customers

    GAP 3
    Customer-Driven Service
    Designs and Standards

    GAP 2
    Part 1 Opener
    McGraw-Hill

    Company Perceptions of
    Consumer Expectations
    2000 The McGraw-Hill Companies

    Gaps Model of Service


    Quality

    SM

    Customer Gap:
    difference between expectations and perceptions
    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
    Provider Gap 4:
    not matching performance to promises
    Part 1 Opener
    McGraw-Hill

    2000 The McGraw-Hill Companies

    SM

    The Customer Gap

    Expected
    Service
    GAP

    Perceived
    Service

    Part 1 Opener
    McGraw-Hill

    2000 The McGraw-Hill Companies

    SM

    Chapter 2

    CONSUMER BEHAVIOR
    IN SERVICES

    McGraw-Hill
    McGraw-Hill

    2000
    TheThe
    McGraw-Hill
    Companies
    2000
    McGraw-Hill Companies

    SM

    Objectives for Chapter 2:


    Consumer Behavior in
    Services

    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

    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

    McGraw-Hill

    2000 The McGraw-Hill Companies

    Figure 2-1

    SM

    Continuum of Evaluation for


    Different Types of Products
    Most
    Services

    Most
    Goods
    Easy to evaluate

    High in search
    qualities
    McGraw-Hill

    Medical diagnosis

    Auto repair

    Root canals

    Legal services

    Television repair

    Child care

    Haircuts

    Vacations

    Restaurant meals

    Automobiles

    Houses

    Furniture

    Jewelry

    Clothing

    Difficult to evaluate

    High in experience High in credence


    qualities
    qualities
    2000 The McGraw-Hill Companies

    Figure 2-2

    SM

    Categories in Consumer
    Decision-Making and Evaluation of
    Services
    Information
    Search
    Use of personal sources
    Perceived risk

    Purchase and
    Consumption
    Service provision as
    drama
    Service roles and scripts
    Compatibility of customers
    McGraw-Hill

    Evaluation of
    Alternatives
    Evoked set
    Emotion and mood

    Post-Purchase
    Evaluation
    Attribution of dissatisfaction
    Innovation diffusion
    Brand loyalty
    2000 The McGraw-Hill Companies

    10

    Figure 2-3

    SM

    Categories in Consumer DecisionMaking and Evaluation of Services


    Information
    Search

    Evaluation of
    Alternatives
    Evoked set
    Emotion and mood

    Use of personal sources


    Perceived risk

    Culture
    Values and attitudes
    Manners and customs
    Material culture
    Aesthetics
    Educational and social
    institutions

    Purchase and
    Consumption

    McGraw-Hill

    Service provision as
    drama
    Service roles and scripts
    Compatibility of
    customers

    Post-Purchase
    Evaluation
    Attribution of dissatisfaction
    Innovation diffusion
    Brand loyalty
    2000 The McGraw-Hill Companies

    SM

    Global Feature:
    Differences in the Service
    Experience in the U.S. and Japan

    McGraw-Hill

    Authenticity
    Caring
    Control Courtesy
    Formality
    Friendliness
    Personalization
    Promptness
    2000 The McGraw-Hill Companies

    11

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