MBA全套教材——服务市场(英文版PPT课件)Chap02.pptVIP

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 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 Part 1 Opener The Customer Gap Expected Service Perceived Service GAP Part 1 Opener S M Chapter 2 CONSUMER BEHAVIOR IN SERVICES McGraw-Hill ? 2000 The McGraw-Hill Companies Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vaca