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    Focus On The Customer

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    imran20best
    The document discusses gaps in service quality from the perspective of customers and companies. It identifies four key gaps: 1) difference between customer expectations and perceptions, 2) company not knowing customer expectations, 3) company not having the right service standards, 4) company not meeting service standards. It also discusses consumer behavior frameworks for evaluating services, including search, experience, and credence qualities, and stages of decision making like information search, evaluation, purchase, and post-purchase evaluation. Finally, it notes the important role of culture in consumer behavior and service evaluation.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Focus On The Customer

    Uploaded by

    imran20best
    16 views11 pages
    The document discusses gaps in service quality from the perspective of customers and companies. It identifies four key gaps: 1) difference between customer expectations and perceptions, 2) company not knowing customer expectations, 3) company not having the right service standards, 4) company not meeting service standards. It also discusses consumer behavior frameworks for evaluating services, including search, experience, and credence qualities, and stages of decision making like information search, evaluation, purchase, and post-purchase evaluation. Finally, it notes the important role of culture in consumer behavior and service evaluation.

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    Chap02

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    © Attribution Non-Commercial (BY-NC)

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    The document discusses gaps in service quality from the perspective of customers and companies. It identifies four key gaps: 1) difference between customer expectations and perceptions, 2) company not knowing customer expectations, 3) company not having the right service standards, 4) company not meeting service standards. It also discusses consumer behavior frameworks for evaluating services, including search, experience, and credence qualities, and stages of decision making like information search, evaluation, purchase, and post-purchase evaluation. Finally, it notes the important role of culture in consumer behavior and service evaluation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    16 views11 pages

    Focus On The Customer

    Uploaded by

    imran20best
    The document discusses gaps in service quality from the perspective of customers and companies. It identifies four key gaps: 1) difference between customer expectations and perceptions, 2) company not knowing customer expectations, 3) company not having the right service standards, 4) company not meeting service standards. It also discusses consumer behavior frameworks for evaluating services, including search, experience, and credence qualities, and stages of decision making like information search, evaluation, purchase, and post-purchase evaluation. Finally, it notes the important role of culture in consumer behavior and service evaluation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    Part 1

    FOCUS ON THE CUSTOMER

    Gaps Model of Service Quality


    CUSTOMER

    Expected

    Service
    Customer Gap

    Perceived Service
    External Communications to Customers

    COMPANY

    Service Delivery
    GAP 3
    Customer-Driven Service Designs and Standards

    GAP 4

    GAP 1

    GAP 2
    Part 1 Opener

    Company Perceptions of Consumer Expectations

    Gaps Model of Service Quality


    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:
    Part 1 Opener

    not matching performance to promises

    The Customer Gap

    Expected Service
    GAP

    Perceived Service
    Part 1 Opener

    Chapter

    Consumer Behavior in Services

    Services: Search versus Experience versus Credence Properties? Services: Categories in the Decisionmaking Process and Framework of the Chapter The Role of Culture in Services

    Consumer Behavior in Services


    Overview the generic differences in consumer behavior between services and goods. Five categories of consumer behavior:
    Need recognition. Information search. Evaluation of service alternatives. Service purchase and consumption. Postpurchase evaluation.

    Understand the roles of culture and group consumer behavior in services

    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

    Most Goods
    Easy to evaluate

    Most Services
    Difficult to evaluate

    High in search qualities

    High in experience High in credence qualities qualities

    Stages in Consumer Decision Making and Evaluation of Services

    Categories in Consumer DecisionMaking and Evaluation of Services


    Information Search
    Use of personal sources Perceived risk

    Evaluation of Alternatives
    Evoked set

    Purchase and Consumption


    Emotion and Mood Service roles and scripts Service Provision as Drama Compatibility of customers

    Post-Purchase Evaluation
    Attribution of dissatisfaction Innovation diffusion Brand loyalty

    Categories in Consumer DecisionMaking and Evaluation of Services


    Information Search
    Use of personal sources Perceived risk

    Evaluation of Alternatives
    Evoked set Emotion and mood

    Values and attitudes

    Culture

    Manners and customs Material culture Aesthetics Educational and social


    institutions

    Purchase and Consumption


    Service provision as drama Service roles and scripts Compatibility of customers

    Post-Purchase Evaluation
    Attribution of dissatisfaction Innovation diffusion Brand loyalty

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