Professional Documents
Culture Documents
SM7 Ch02 ConsumerBehavior Ge
SM7 Ch02 ConsumerBehavior Ge
Chapter 2:
Consumer Behavior
in a Services Context
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 1
Overview Of Chapter 2
Post-encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 2
Pre-purchase Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 3
Pre-purchase Stage - Overview
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 4
Need Arousal
Triggers of need:
➔ Unconscious minds (e.g., personal identity and aspirations)
➔ Physical conditions (e.g., hunger )
➔ External sources (e.g., a service firm’s marketing activities)
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 5
Information Search
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 6
Evaluating Alternatives –
Service Attributes
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 7
How Product Attributes Affect
Ease of Evaluation
Easy Difficult
To Evaluate To evaluate
Source: Adapted from Valarie A. Zeithaml , “How Consumer Evaluation Processes Differ Between Goods & Services,” in J.H. Donelly and W. R. George, Marketing of
Services (Chicago: American Marketing Association, 1981)
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 8
Perceived Risks of Purchasing and
Using Services
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 9
How Might Consumers Handle
Perceived Risk?
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Strategic Responses to Managing
Customer Perceptions of Risk
Use evidence
Encourage visit
management Offer
to service
(e.g., furnishing, guarantees
facilities
equipment etc.)
Give customers
online access
about order
status
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 11
Understanding Customers’
Service Expectations
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 12
Factors Influencing Customer
Expectations of Service
Source: Adapted from Valarie A. Zeithaml, Leonard A. Berry, and A. Parasuraman, “The Nature and Determinants of Customer Expectations of
Service,”Journal of the Academy of Marketing Science 21, no. 1 (1993): 1-12
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 13
Components of Customer
Expectations
Zone of Tolerance
• Acceptable range of variations in service delivery
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Purchase Decision
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 15
Service Encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 16
Service Encounter Stage - Overview
➔ Service facilities
➔ Personnel
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 17
Service Encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 18
Moments of Truth
Richard Normann
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Service Encounters Range from
High-Contact to Low-Contact
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 20
Distinctions between High-Contact
and Low-Contact Services
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 21
The Servuction System
Source: Adapted and expanded from an original concept by Eric Langeard and Pierre Eiglier
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 22
The Servuction System:
Service Production and Delivery
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
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 23
Theater as a Metaphor for
Service Delivery
William Shakespeare
As You Like It
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 24
Theatrical Metaphor:
an Integrative Perspective
Roles Scripts
• Like actors, employees • Specifies the sequences
have roles to play and of behavior for customers
behave in specific ways and employees
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 25
Implications of Customer
Participation in Service Delivery
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Post-Encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 27
Post-purchaseStage - Overview
Pre-purchase Stage
● Evaluation of service
performance
Service Encounter
Stage ● Future intentions
Post-encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 28
Customer Satisfaction with
Service Experience
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 29
Customer Delight:
Going Beyond Satisfaction
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Customer Delight:
Going Beyond Satisfaction
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Summary
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