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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
Consumer Behavior
Services Marketing
The behavior that consumers display in searching for,
purchasing, using, evaluating, and disposing of
products and services that they expect will satisfy their
needs.
“All the world’s a stage and all the men and women merely
players; they have their exits and their entrances and one man in
his time plays many parts.” ~ William Shakespeare
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 2
Overview Of Chapter 2
Services Marketing
Post-encounter Stage
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 3
Consumer Behavior Is
Interdisciplinary
Services Marketing
Psychology
Economics Sociology
Social
Anthropology
psychology
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 4
Pre-purchase Stage - Overview
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 5
Maslow’s Hierarchy of Needs
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 6
Need Arousal
Services Marketing
Triggers of need:
Unconscious minds (e.g., personal identity and
aspirations/goals)
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 7
Information Search
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 8
Evaluating Alternatives –
Service Attributes Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 9
Perceived Risks of Purchasing
and Using Services Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 11
Strategic Responses to Managing
Customer Perceptions of Risk Services Marketing
Use evidence
management Offer Encourage visit
(e.g., furnishing, to service
guarantees facilities
equipment etc.)
Give customers
online access
about order
status
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 12
Understanding Customers’
Service Expectations Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 13
Components of Customer
Expectations Services Marketing
Zone of Tolerance
• Acceptable range of variations in service delivery
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 14
Purchase Decision
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 15
Service Encounter Stage - Overview
Services Marketing
Service facilities
Personnel
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 16
Service Encounter Stage
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 17
Moments of Truth
Services Marketing
Richard Normann
Service Management Consultant
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 18
Service Encounters Range from
High-Contact to Low-Contact Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 19
Distinctions between High-Contact
and Low-Contact Services
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 20
The Servuction System
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 21
The Servuction System:
Service Production and Delivery
Services Marketing
Service Operations
Technical core where inputs are processed and service elements
created
Contact people
Inanimate environment (spiritless; dead)
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 22
Theater as a Metaphor for
Service Delivery
Services Marketing
William Shakespeare
As You Like It
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 23
Theatrical Metaphor:
an Integrative Perspective
Services Marketing
Good metaphor as service delivery is a series of events that
customers experience as a performance
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 24
Implications of Customer
Participation in Service Delivery
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 25
Post-purchase Stage - Overview
Services Marketing
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 26
Customer Satisfaction with
Service Experience
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 27
Customer Delight:
Going Beyond Satisfaction
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 28
Customer Delight:
Going Beyond Satisfaction
Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 29
Summary Services Marketing
Slide © 2010 by Lovelock & Wirtz Services Marketing 7/e Chapter 2 – Page 30