12-06-2014, 10:54 AM
FOCUS ON THE CUSTOMER
FOCUS ON THE CUSTOMER.ppt (Size: 94 KB / Downloads: 211)
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:
not matching performance to promises
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
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