Documente Academic
Documente Profesional
Documente Cultură
in a Services Context
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 1
Overview
Service Encounter
Stage
Post-encounter Stage
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Definition : Consumer Behavior
Consumer Behavior :
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Pre-purchase Stage
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The pre- purchase process of
consumers in services
Evaluation of predicted
Need
Information quality performance Service Expectations
Arousal Search
Evaluation of alternatives
Knowledge
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Need Arousal
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Evaluating Alternatives –
Service Attributes
Easy Difficult
To To
Evaluate evaluate
Clothing Restaurant Computer
Zone of Tolerance
• Acceptable range of variations in service delivery. “The zone of tolerance is
usually defined as the range of customer perceptions of a service between
desired and minimum acceptable standards ( Zeithaml, Berry, and
Parasuraman, 1993 ).
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Purchase Decision
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Service Encounter Stage
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Service Encounter Stage
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Moments of Truth :
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Distinctions between High-
Contact and Low-Contact
Services
High-Contact Services
Customers visit service
Low-Contact Services
facility and remain
throughout service Little or no physical
delivery contact
Active contact Contact usually at arm’s
Includes most people- length through
processing services electronic or physical
distribution channels
Facilitated by new
technologies
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Service Encounters Range from
High-Contact to Low-Contact
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The Servuction System:
Service Production and Delivery
Service Operations
Technical core where inputs are processed and service
elements created
Contact people
environment
Service Delivery
Where “final assembly” of service elements takes place and
service is delivered
Includes customer interactions with operations and other
customers
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Theater(Hall) as a
Metaphor(symbol) for Service
Delivery
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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
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Implications of Customer Participation in Service
Delivery
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Post-Encounter Stage
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Customer Satisfaction with
Service Experience
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Customer Delight(enjoyment):
Going Beyond Satisfaction
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Customer Delight:
Going Beyond Satisfaction
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Summary
• Key Steps
1. Need arousal
Pre-purchase 2. Information search • Customers face perceived
Stage 3. Evaluation of alternative risks which marketers
solutions should reduce with some
4. Purchase decision strategic responses
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