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Consumer Behavior in Services: A Comprehensive Analysis

This chapter delves into the consumer gap by exploring consumer evaluation processes for services. It covers search, experience, and credence qualities, along with stages in decision-making and post-experience evaluation in various industries. Additionally, it discusses issues related to service choice, customer experience, and understanding consumer differences across cultures.

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Consumer Behavior in Services: A Comprehensive Analysis

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  1. MKT 5207Service Marketing Afjal Hossain Assistant Professor Department of Marketing

  2. Chapter 03Customer Behavior in Services

  3. The Customer Gap Customer Gap

  4. 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

  5. Continuum 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 search qualities High in experience qualities High in credence qualities Figure 3.2

  6. Stages in Consumer Decision Making and Evaluation of Services Figure 3.3

  7. Issues to Consider in Examining the Consumer’s Service Choice • Need recognition • Information search • Evaluation of service alternatives • Service purchase

  8. 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

  9. Issues to Consider in Examining the Consumer’s Service Postexperience evaluation • Word-of-mouth communication • Attribution of dissatisfaction • Positive or negative biases • Brand loyalty

  10. Understanding differences among consumers • Global difference: The role of culture • Values and attributes differ across culture • Manners and customs • Material culture • Aesthetics • Educational and Social institutions • Group decision making • Households • organizations

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