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    Services Management: 3-Focus On The Customer

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    Amol Amrale
    The document discusses consumer behavior and evaluation of services. It explains that services are difficult for consumers to evaluate due to their experience and credence qualities. Consumers go through stages in decision making including search, experience, and post-experience evaluation. When examining a consumer's service experience, factors like the service process, roles, compatibility of customers, and emotion should be considered.

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    Services Management: 3-Focus On The Customer

    Uploaded by

    Amol Amrale
    24 views7 pages
    The document discusses consumer behavior and evaluation of services. It explains that services are difficult for consumers to evaluate due to their experience and credence qualities. Consumers go through stages in decision making including search, experience, and post-experience evaluation. When examining a consumer's service experience, factors like the service process, roles, compatibility of customers, and emotion should be considered.

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    3 Customer Focus

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    The document discusses consumer behavior and evaluation of services. It explains that services are difficult for consumers to evaluate due to their experience and credence qualities. Consumers go through stages in decision making including search, experience, and post-experience evaluation. When examining a consumer's service experience, factors like the service process, roles, compatibility of customers, and emotion should be considered.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    24 views7 pages

    Services Management: 3-Focus On The Customer

    Uploaded by

    Amol Amrale
    The document discusses consumer behavior and evaluation of services. It explains that services are difficult for consumers to evaluate due to their experience and credence qualities. Consumers go through stages in decision making including search, experience, and post-experience evaluation. When examining a consumer's service experience, factors like the service process, roles, compatibility of customers, and emotion should be considered.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 7

    Services Management

    3- Focus on the Customer

    Dr Amit Rangnekar
    www.dramitrangnekar.com

    www.dramitrangnekar.com

    The Customer Gap


    Expected service
    Customer Gap

    Perceived service

    www.dramitrangnekar.com

    Consumer Behavior in Services


    Search, Experience, and CredenceProperties Consumer Choice Consumer Experience Post experience Evaluation Understanding Differences Among Consumers

    www.dramitrangnekar.com

    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
    www.dramitrangnekar.com

    Continuum of Evaluation for Different Types of Products

    Most Goods
    Easy to evaluate

    Most Services
    Difficult to evaluate

    High in search qualities

    High in experience qualities

    High in credence qualities

    www.dramitrangnekar.com

    Stages in Consumer Decision Making and Evaluation of Services

    www.dramitrangnekar.com

    Issues to Consider in Examining the Consumers Service Experience

    Services as processes Service provision as drama Service roles and scripts The compatibility of service customers Customer coproduction Emotion and mood
    www.dramitrangnekar.com

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