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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
Definition : Consumer Behavior
Consumer Behavior :
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 3
Pre-purchase Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 4
Pre-purchase Stage - Overview
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 5
The pre- purchase process of
consumers in services
Evaluation of predicted
Need
quality performance Service Expectations
Information
Arousal
Search Evaluation of alternatives
Knowledge
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 6
Need Arousal
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 7
Information Search
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 8
Evaluating Alternatives –
Service Attributes
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 10
Components of Customer
Expectations
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 ).
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 11
Purchase Decision
Trade- offs are often involved: “A balance achieved between two desirable but
incompatible features”; a compromise.
After making a decision, the consumer moves into the service encounter stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 12
Service Encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 13
Service Encounter Stage - Overview
Service facilities
Personnel
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 14
Service Encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 15
Moments of Truth
“We could say that the perceived quality is realized at the moment of truth, when
the service provider and the service customer confront one another in the
arena(ground, stadium). At that moment they are very much on their own… It is
the skill, the motivation, and the tools employed by the firm’s representative and
the expectations and behavior of the client which together will create the service
delivery process.” Richard Normann
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 16
Moments of Truth :
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 17
Distinctions between High-Contact
and Low-Contact Services
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 18
Service Encounters Range from
High-Contact to Low-Contact
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 19
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
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 20
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 21
Theater(Hall) as a Metaphor(symbol)
for Service Delivery
William Shakespeare
As You Like It
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 22
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 23
Implications(not expressed) of Customer Participation in
Service Delivery
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 24
Post-Encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 25
Customer Satisfaction with
Service Experience
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 26
Customer Delight(enjoyment):
Going Beyond Satisfaction
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 27
Customer Delight:
Going Beyond Satisfaction
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 28
Summary
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 29