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Focuses on how and why the gap can occur and specific
process, people and infrastructure strategies for closing
this gap .
Gap 4- Not matching performance to promises Therefore
ensuring that promises, once made, can and will be kept
contd
The primary objective of service
producers and marketers is identical to
that of all marketers, to develop and
provide offerings that satisfy consumer
needs and expectations
Services possess unique
characteristics that require different
consumer evaluation processes from
those used in assessing goods.
Services: Search versus Experience versus
Credence Properties
Search Qualities :Attributes that a consumer can
determine before purchasing a product. This include
color, style , price , fit , feel etc. e.g. Automobiles ,
clothing, furniture and jewelery
Experience Qualities : Attributes that can be
discerned only after purchase or during consumption.
This includes taste and wearability.e.g. Vacation and
restaurant meals
Credence Qualities: Characteristics that the
consumer may find impossible to evaluate even after
purchase and consumption.
High in Credence Q
Medical
Difficult
evaluate
diagnosis
To
Auto repair
Root canal
Evaluation of Different types of Products
Most services
Legal services
TV repair
Childcare
High in Exp Q
Haircuts
Vacation
Restaurant
Most goods Automobiles
Houses
Furniture
Jewelery
evaluate
Easy to
Clothing
Stages in Consumer Decision Making and Evaluation of
Services
Information Purchase
Need Evaluation of
Search and
Recognition Alternatives
Consumpt
ion
Post purchase
Evaluation
Need Recognition
each other .
In services the customer visits an establishment ,
is the competitor.
Service Purchase and Consumption
in switching .
If consumers perceive greater risks with services they
It involves
Language ( verbal and non-verbal)
Material culture
Aesthetics