Consumer Behavior in Services Context2.pptVIP

* Service Encounter Stage Service Encounter Stage - Overview Pre-purchase Stage Service Encounter Stage Post-encounter Stage Service encounters range from high- to low-contact Understanding the servuction system Theater as a metaphor for service delivery: An integrative perspective Service facilities Personnel Role and script theories Service Encounter Stage Service encounter – a period of time during which a customer interacts directly with the service provider Might be brief or extend over a period of time (e.g., a phone call or visit to the hospital) Models and frameworks: “Moments of Truth” – importance of managing touchpoints High/low contact model – extent and nature of contact points Servuction model – variations of interactions Theater metaphor – “staging” service performances Moments of Truth “[W]e could say that the perceived quality is realized at the moment of truth, when the service provider and the service customer confront one another in the arena. At that moment they are very much on their own… It is the skill, the motivation, and the tools employed by the firm’s representative and the expectations and behavior of the client which together will create the service delivery process.” Richard Normann Service Encounters Range from High-Contact to Low-Contact Distinctions between High-Contact and Low-Contact Services The Servuction System Source: Adapted and expanded from an original concept by Eric Langeard and Pierre Eiglier The Servuction System:Service Production and Delivery Servuction System: visible front stage and invisible backstage Service Operations Technical core where inputs are processed and service elements created Contact people Inanimate environment Service Delivery Where “final assembly” of service elements takes place and service is delivered Includes customer interactions with operations and other customers Theater as a Metaphor for Service Delivery William Shakespeare As You Like It Theatrical Metaphor: an Integrative Pers