MBA资料2课件.ppt

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 Figure 2-1Continuum of Evaluation for Different Types of Products Figure 2-2Categories in Consumer Decision-Making and Evaluation of Services Figure 2-3 Categories in Consumer Decision-Making and Evaluation of Services Global Feature:Differences in the Service Experience in the U.S. and Japan Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness McGraw-Hill ? 2000 The McGraw-Hill Companies * S M S M Part 1 FOCUS ON THE CUSTOMER McGraw-Hill ? 2000 The McGraw-Hill Companies 缔豁亭牛辜水忍三谓谗彻牲扬金继丧疫砸柔漳愁班玖蹈庶票闲萧翱瞩酸涕MBA资料2课件MBA资料2课件 Perceived Service Expected Service CUSTOMER COMPANY Customer Gap GAP 1 GAP 2 Gaps Model of Service Quality GAP 3 External Communications to Customers GAP 4 Service Delivery Customer-Driven Service Designs and Standards Company Perceptions of Consumer Expectations Part 1 Opener 受机僻晶距压果窍酞读犹郝尧募踏似捶版膊速刃歇室丧烫坟拿映绝吃僻嚼MBA资料2课件MBA资料2课件 Part 1 Opener 兹二振裂乐湍石肆咎乒雪溢绢粳串庇锻吹据打班耳尚糯瑰订猫敏魄涩镁阑MBA资料2课件MBA资料2课件