Lec 3 - Cons beh in services 291011

Slide 1: 

Nov 4, 2011

Slide 2: 

FOCUS ON THE CUSTOMER

The Customer Gap: 

Expected service Perceived service Customer Gap The Customer Gap

Services v products: 

Services v products Do you agree, that services, if not identical to products are at least similar enough in the consumer’s mind that they are chosen, experienced and evaluated in the same manner?

Decision Making: 

Decision Making Think of a product which you bought last And a recent service purchased by you For these two please reflect upon the decision making process you have gone through What differences if any you experienced?

Service Script : 

Service Script Service scripts Script is the logical sequence of events expected by the customer, involving her as either a participant or observer. “consist of a set of ordered actions, actors, and objects that, through repeated involvement, define what the customer expects.”

Service Script: 

Service Script Prepare a service script for Hair dressing

Service Script: 

Service Script Recognize need for hair cut Make appointment Arrive at salon Enter salon doors Greeting by receptionist Possible wait time (hair magazines available) Greeting by hair stylist Questions about desired hair cut (Optional) go to hair wash station Go to hair cutting chair Hair is cut/styled/permed Casual conversation occurs Neck is trimmed Hair is dried Mirror is provided to evaluate haircut (chair spin) Stylist escorts you to cashier Tip is given Pay for services Gather up coat, say good-bye to all Exit store Get (positive?) comments from relatives/friends

Few questions: 

Few questions What three parts of this script are most likely to “go smoothly” and conform to the expectations of the customer? Why? Explain your view. What three parts of this script are most likely to deviate from the expectations of the customer? Why? Explain. What actions could be taken by management to ensure that the service “performance” does not deviate from service script envisioned by the customer? Be specific.

Consumer Behavior in Services: 

Consumer Behavior in Services Search, Experience, and Credence Properties Consumer Choice Consumer Experience Post-experience Evaluation Understanding Differences Among Consumers

Search, Experience & Credence: 

Search, Experience & Credence Search Attributes that a consumer can determine before purchasing Experience Attributes can be evaluated only after purchase or during consumption Credence Services high in credence properties include all those that are technical and difficult for novices to evaluate. Automobile repair, higher education, consulting, medical services, legal services, engineering, architecture and scientific services all qualify. A good way to decide whether a service is high in credence properties is to ask whether those who use it must be experts (e.g., a lawyer for legal services) in order to evaluate it.

Continuum of Evaluation for Different Types of Products: 

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 Difficult to evaluate Easy to evaluate High in search qualities High in experience qualities High in credence qualities Most Goods Most Services

Stages in Consumer Decision Making and Evaluation of Services: 

Stages in Consumer Decision Making and Evaluation of Services

Issues to Consider in Examining the Consumer’s Service Experience: 

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