Part 1

1. Part 1 FOCUS ON THE CUSTOMER

2. Gaps Model of Service Quality Expected Service CUSTOMER Customer Gap Perceived Service External Communications to Customers Service Delivery COMPANY GAP 4 GAP 1 GAP 3 Customer-Driven Service Designs and Standards GAP 2 Part 1 Opener Company Perceptions of Consumer Expectations

3. 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 Part 1 Opener

4. The Customer Gap Expected Service GAP Perceived Service Part 1 Opener

5. Chapter Consumer Behavior in Services 2 • Services: Search versus Experience versus Credence Properties? • Services: Categories in the Decision-making Process and Framework of the Chapter • The Role of Culture in Services

6. 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: • 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

7. 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

8. Figure 2.2Continuum of Evaluation for Different Types of Products Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Most Services Most Goods Easy to evaluate Difficult to evaluate { { { High in experience qualities High in credence qualities High in search qualities

9. Figure 2.3Stages in Consumer Decision Making and Evaluation of Services

10. Categories in Consumer Decision-Making and Evaluation of Services Information Search Evaluation of Alternatives  Evoked set  Emotion and mood  Use of personal sources  Perceived risk Purchase and Consumption Post-Purchase Evaluation  Service provision as drama  Service roles and scripts  Compatibility of customers  Attribution of dissatisfaction  Innovation diffusion  Brand loyalty

11. Culture • Values and attitudes • Manners and customs • Material culture • Aesthetics • Educational and social institutions Categories in Consumer Decision-Making and Evaluation of Services Information Search Evaluation of Alternatives  Evoked set  Emotion and mood  Use of personal sources  Perceived risk Purchase and Consumption Post-Purchase Evaluation  Service provision as drama  Service roles and scripts  Compatibility of customers  Attribution of dissatisfaction  Innovation diffusion  Brand loyalty

12. Global Feature: Differences in the Service Experience in the U.S. and Japan • Authenticity • Caring • Control Courtesy • Formality • Friendliness • Personalization • Promptness