Professional Documents
Culture Documents
Customer Behavior in Service Encounters
Customer Behavior in Service Encounters
Customer Behavior in Service Encounters
Customer Behavior
in
Service
Encounters
Chapter 2 - 1
People processing
Possession processing
Mental stimulus processing
Information processing
Chapter 2 - 2
(Fig 2.1)
Intangible Actions
People
Possessions
People processing
Possession processing
(services directed at
peoples bodies):
(services directed at
physical possessions):
Barbers
Fitness Center
Mental stimulus
processing
Laundry,Dry Cleaning
Information processing
(services directed at
peoples minds):
Freight Transportation
Education
Advertising/PR
(services directed at
intangible assets):
Software Consulting
Data Transmission
Chapter 2 - 3
Chapter 2 - 4
Possession Processing
Possession Processing
Involvement is limited
Production and consumption
are separable
Chapter 2 - 5
Chapter 2 - 6
Information Processing
Information Processing
Chapter 2 - 7
Prepurchase Stage
Service Encounter
Stage
Post-Encounter Stage
Chapter 2 - 8
Prepurchase Stage
Service Encounter
Stage
Post-Encounter Stage
Chapter 2 - 9
Chapter 2 - 10
Chapter 2 - 11
Most Services
Difficult
to evaluate*
Easy
to evaluate
Clothing
Restaurant meals
Chair
Motor vehicle
Haircut
Foods
High in search
attributes
Computer repair
Education
Legal services
Entertainment
Complex surgery
Source:
Adapted from Zeithaml
Chapter 2 - 12
Chapter 2 - 13
Chapter 2 - 14
Chapter 2 - 15
Understanding Customers
Service Expectations
Customers evaluate service quality by comparing what
they expect against what they perceive they have
received (service experience)
Expectations of good service vary from one business to
another, and among differently positioned service
providers in the same industry. Ex Airline- low cost
provider should have different service from that of a
complete service airline
Expectations change over time depending on
innovation, price, advertisement etc.
Chapter 2 - 16
Personal Needs
Desired Service
Beliefs about
What Is Possible(
wrt personal needs)
Perceived Service
Alterations (Based
on past experience)
ZONE
OF
TOLERANCE
Adequate Service
Predicted Service
Situational Factors
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): pp 112.
Slide 2007 by Christopher Lovelock and Jochen Wirtz
Chapter 2 - 17
Zone of Tolerance:
Range within which customers are willing to
accept variations in service delivery
Chapter 2 - 18
Prepurchase Stage
Service Encounter
Stage
Post-Encounter Stage
Chapter 2 - 19
Figure 2.9
Levels of Customer Contact
with Service Organizations
Slide 2007 by Christopher Lovelock and Jochen Wirtz
Chapter 2 - 20
Low-Contact Services
Little or no physical contact with service personnel
Contact usually at arms length through electronic or physical
distribution channels
New technologies (e.g. the Web) help reduce contact levels
Chapter 2 - 21
Chapter 2 - 22
Other
Customers
Technical
Core
Equipment
The
Customer
Billing/Statements
Misc. Mail, Phone Calls,
E-mails, Faxes, etc.
Website
Service People
Backstage
(invisible)
Front Stage
(visible)
Random Exposure to
Facilities/Vehicles
Other
Customers
Chapter 2 - 23
Advertising
Mail
Technical
Core
Self
Service
Equipment
The
Customer
Market Research
Surveys
Billing/Statements
Random Exposure
to Facilities/Vehicles
Phone,
Fax, Website, etc.
Backstage
(invisible)
Word of Mouth
Front Stage
(visible)
Services Marketing 6/E
Chapter 2 - 24
William Shakespeare
As You Like It
Chapter 2 - 25
Theatrical Metaphor:
An Integrative Perspective
Service dramas unfold on a stagesettings may change
as performance unfolds
Many service dramas are tightly scripted, others
improvised
Front-stage personnel are like members of a cast
Like actors, employees have roles, may wear special
costumes, speak required lines, behave in specific ways
Support comes from a backstage production team
Customers are the audiencedepending on type of
performance, may be passive or active participants
Slide 2007 by Christopher Lovelock and Jochen Wirtz
Chapter 2 - 26
Implications of Customer
Participation in Service Delivery
Greater need for
information/training to help
customers to perform well,
get desired results
Customers should be given
a realistic service preview
in advance of service
delivery, so they have a
clear picture of their
expected role
Chapter 2 - 27
Prepurchase Stage
Service Encounter
Stage
Evaluation of service
performance
Future intentions
Post-Encounter Stage
Chapter 2 - 28
Chapter 2 - 29
Customer Delight:
Going Beyond Satisfaction
Research shows that delight is a function of
three components:
Unexpectedly high levels of performance
Arousal (e.g., surprise, excitement)
Positive affect (e.g., pleasure, joy, or
happiness)
Chapter 2 - 30