Chapter 2 Flashcards
Three-Stage Model of Service Consumption
PRE-PURCHASE STAGE
SERVICE ENCOUNTER STAGE
POST-ENCOUNTER STAGE
PRE-PURCHASE STAGE
- NEED AWARENESS
- INFORMATION SEARCH
- EVALUATION OF ALTERNATIVES
IS THE BEGINNING OF THE PRE-PURCHASE STAGE
NEED AWARENESS
NEEDS MAY BE TRIGGERED BY
- PEOPLE’S UNCONSCIOUS MIND
- PHYSICAL CONDITIONS
- EXTERNAL SOURCES
HAPPENS ONCE A NEED HAS BEEN RECOGNIZED, AND CUSTOMERS ARE MOTIVATED TO SEARCH FOR SOLUTIONS TO SATISFY THAT NEED.
INFORMATION SEARCH
SEVERAL ALTERNATIVES THAT COME AND FORM IN OUR MIND CAN BE DELIVERED FROM PAST EXPERIENCES OR EXTERNAL SOURCES.
EVOKED SET
A NARROWED DOWN FEW ALTERNATIVES TO SERIOUSLY CONSIDER
CONSIDERATION SET
HOLDS THAT CONSUMERS USE SERVICE ATTRIBUTES THAT ARE IMPORTANT IN EVALUATING AND COMPARING ALTERNATIVE OFFERINGS IN THEIR CONSIDERATION SET.
MULTI-ATTRIBUTE MODEL
HELP TO BETTER UNDERSTAND THE FORMATION PROCESS OF CUSTOMER SATISFACTION.
MULTI-ATTRIBUTE MODEL
TWO COMMON DECISION RULES TO DECIDE
LINEAR COMPENSATORY RULE
CONJUCTIVE RULE
THIS IS DONE BY MULTIPLYING THE SCORE FOR THE DRY CLEANER ON EACH ATTRIBUTE BY THE IMPORTANCCE WEIGHT.
LINEAR COMPENSATORY RULE
THE CONSUMER WILL DECIDE BASED ON THE TOTLA OVERALL SCORE IN CONJUNCTION WITH MINIMUM PERFORMANCE LEVELS ON ONE OR SEVERAL ATTRIBUTES
CONJUNCTIVE RULE
EVALUATING ALTERNATIVE SERVICE ATTRIBUTES (ENUMERATION)
- SEARCH ATTRIBUTES
- EXPERIENCE ATTRIBUTES
- CREDENCE ATTRIBUTES
THEY ARE TANGIBLE CHARACTERISTICS THAT CUSTOMERS CAN EVALUATE BEFORE PURCHASE
SEARCH ATTRIBUTES
IT HELPS THE CUSTOMERS EVALUATE THE PRODUCT BEFORE PURCHASE
SEARCH ATTRIBUTES
THEY CANNOT BE EVALUATED BEFORE PURCHASE.
EXPERIENCE ATTRIBUTES
EXAMPLE OF THESE ARE
LIVE ENTERTAINMENT PERFORMANCES
MANY MEDICAL PROCEDURES ALL HAVE HIGH EXPERIENCE ATTRIBUTES
HIKING
EXPERIENCE ATTRIBUTES
ARE CHARACTERISTICS THE CUSTOMERS FIND HARD TO EVALUATE EVEN AFTER CONSUMPTIONS.
CREDENCE ATTRIBUTES
THE CUSTOMER IS FORCED TO BELIEVE OR TRUST THAT CERTAIN TASKS HAVE BEEN PERFORMED AT THE PROMISED LEVEL OF QUALITY
CREDENCE ATTRIBUTES
REFERS TO THE CUSTOMER’S PERCEPTION OF THE RISKS ASSOCIATED WITH ANY PURCHASE
PERCEIVED RISK
WHAT ARE THE TYPE OF RISK
- FUNCTIONAL (UNSATISFACTORY PERFORMANCE OUTCOMES)
- FINANCIAL (MONETARY LOSS, UNEXPECTED COSTS)
- TEMPORAL (WASTING TIME, CONSEQUENCES OF DELAYS)
- PHYSICAL (PERSONAL INJURY OR DAMAGE TO POSSESSIONS)
ARE FORMED DURING THE SEARCH AND DECISION-MAKING PROCESS, THROUGH A CUSTOMER’S SEARCH AND EVALUATION OF INFORMATION AND ALTERNATIVES.
EXPECTATIONS
CAN EVEN BE SITUATION-SPECIFIC.
EXPECTATIONS
WHAT ARE THE COMPONENTS OF SERVICE EXPECTATIONS
- DESIRED SERVICE
- ADEQUATE SERVICE
- PREDICTED SERVICE
- ZONE OF TOLERANCE
THE TYPE OF SERVICE CUSTOMERS HOPE TO RECEIVE. IT’S A WISHED FOR LEVEL - A COMBINATION OF WHAT CUSTOMERS BELIEVE CAN AND SHOULD BE DELIVERED IN THE CONTEXT OF THEIR PERSONAL NEEDS.
DESIRED SERVICE
THE MINIMUM LEVEL OF SERVICE CUSTOMERS WILL ACCEPT WITHOUT BEING DISSATISFIED.
ADEQUATE SERVICE
THIS IS THE LEVEL OF SERVICE THAT CUSTOMERS ACTUALLY ANTICIPATE TO RECEIVE.
PREDICTED SERVICE
THE EXTENT TO WHICH CUSTOMERS ARE WILLING TO ACCEPT THIS VARIATION.
ZONE OF TOLERANCE
HAPPENS AFTER CONSUMERS HAVE EVALUATED POSSIBLE ALTERNATIVES.
PURCHASE DECISION
IS WHEN THE CUSTOMER INTERACTS DIRECTLY WITH THE SERVICE FIRM.
SERVICE ENCOUNTER STAGE
OUTCOME OF THE PRE-PURCHASE STAGE BASED LARGELY ON EXPECTATIONS OF THE LIKELY PERFORMANCE OF A SERVICE BASED ON IMPORTATNT ATTRIBUTES AND ASSOCIATED RISK PERCEPTIONS.
PURCHASE DECISION
MODELS AND FRAMEWORKS TO BETTER UNDERSTAND THE CONSUMERS’ BEHAVIOR AND EXPERIENCE DURING THE SERVICE ENCOUNTER SUCH AS:
- MOMENTS OF TRUTH
- THE HIGH-OR-LOW CONTACT SERVICE MODEL
- SERVUCTION MODEL
- THEATER METAPHOR
IT IS WHERE THE PERCEIVED QUALITY IS REALIZED.
WHEN THE SERVICE PROVIDER AND THE SERVICE CUSTOMER CONFRONT ONE ANOTHER.
IT IS WHEN THE RELATIONSHIP BETWEEN THE CUSTOMER AND THE FIRM IS AT STAKE
MOMENT OF TRUTH
IT MEANS THERE IS DIRECT CONTACT BETWEEN CUSTOMERS AND THE FIRM THROUGHOUT THE ENTIRE SERVICE DELIVERY
HIGH-CONTACT SERVICES
INVOLVE LITTLE, PHYSICAL CONTACT IF ANY BETWEEN CUSTOMERS AND SERVICE PROVIDERS. INSTEAD, CONTACT TAKES PLACE AT ARM’S LENGTH THROUGH ELECTRONIC OR PHYSICAL DISTRIBUTION CHANNELS.
LOW-CONTACT SERVICES
SHOWS ALL THE INTERACTIONS THAT TOGETHER MAKE UP A TYPICAL CUSTOMER EXPERIENCE IN A HIGH-CONTACT SERVICE.
SERVUCTION SYSTEM
COMBINATION OF SERVICE AND PRODUCTION
SERVUCTION
WHO ARE THE FRENCH RESEARCHERS
PIERRE EIGLIER
ERIC LANGEARD
THE SERVUCTION SYSTEM CONSISTS OF:
- TECHNICAL CORE
- SERVICE DELIVERY SYSTEM
WHERE INPUTS ARE PROCESSED AND THE ELEMENTS OF THE SERVICE PRODUCT ARE CREATED.
TECHNICAL CORE
TYPICALLY BACK-STAGE AND INVINSIBLE TO THE CUSTOMER
TECHNICAL CORE
INVINSIBLE COMPONENTS CAN BE TERMED
BACK STAGE OR BACK OFFICE
VISIBLE COMPONENTS CAN BE TERMED AS
FRONT STAGE OR FRONT OFFICE
WHERE THE FINAL “ASSEMBLY” TAKES PLACE AND THE PRODUCT IS DELIVERED TO THE CUSTOMER.
SERVICE DELIVERY SYSTEM
THIS SUBSYSTEM INCLUDES THE VISIBLE PART OF THE SERVICE OPERATIONS SYSTEM.
SERVICE DELIVERY SYSTEM.
CAN BE USED AS A METAPHOR FOR SERVICE DELIVERYM, AND FIRMS CAN VIEW THEIR SERVICE AS “STAGING” A PERFORMACNCE WITH PROPS AND ACTORS.
THEATER
UNDER OF THEATER AS METAPHOR
- SERVICE FACILITIES
- PERSONNEL
- ROLE THEORY
- SCRIPT THEORY
containing the stage on which the drama unfolds
SERVICE FACILITIES
like the members of a cast playing roles as actors in a drama supported by a back-stage production team.
PERSONNEL
set of behavior patterns learned through experience and
communication, to be performed by an individual in a certain social
interaction in order to attain maximum effectiveness in goal accomplishment.
ROLE THEORY
been defined as combinations of social cues or expectations of society that guide behavior in a specific setting or context
ROLES
specifies the sequences of
behavior employees and customers are expected to learn and follow during service delivery.
SCRIPT THEORY
is the last stage of service consumption is the which
involves consumers’ attitudinal and behavioral responses to the service
experience.
POST-ENCOUNTER STAGE
customers evaluate the service performance and compare it to their prior expectations.
POST-ENCOUNTER STAGE
is a judgment following a series
of consumer product interactions.
SATISFACTION
It Holds that satisfaction judgments formed are based on a
comparison of expectations with performance perceptions.
HTE EXPECTANCY-DISCONFIRMATION MODEL OF SATISFACTION
If performance perceptions are worse than expected,
it is called
NEGATIVE DISCONFIRMATION
If performance is better than expected, it is called
POSITIVE DISCONFIRMATION
If it is as expected, then it is simply called
CONFIRMATION OF EXPECTATIONS
defined as a high
standard of performance that consistently meets or
exceeds customer expectations.
EXCELLENT SERVICE QUALITY
which is transaction-
specific and refers to a single service experience.
CUSTOMER SATISFACTION
refers to relatively stable attitudes
and beliefs about a firm.
SERVICE QUALITY
consumer’s belief and attitude
about the general performance of a firm.
SERVICE QUALITY
WHO DEVELOPED A SURVEY INSTRUMENT CALLED SERVQUAL
VALARIE ZEITHAML
is based on the premise that customers evaluate a firm’s
service quality by comparing their perceptions of its service with their own
expectations.
SERVQUAL
was developed to measure service quality mostly in a face-to-
face service encounter context.
SERVQUAL
seen as a generic measurement tool that can be applied
across a broad spectrum of service industries.
SERVQUAL
DIMENSIONS TO EVALUATE SERVICE QUALITY
TANGIBLES
RELIABILITY
RESPONSIVENESS
ASSURANCE
EMPATHY
customer’s willingness to continue patronizing a firm over the
long-term, preferably on an exclusive basis, and recommending the firm’s
products to friends and associates.
LOYALTY
important outcome of satisfied customers who believe that the
firm delivers great service.
LOYALTY
is the opposite of customer loyalty. which is used to describe
customers who drop off a company’s radar screen and transfer their loyalty
to another supplier.
DEFECTION
