CH2: CUSTOMER BEHAVIOR IN SERVICE ENCOUNTERS

CH2: CUSTOMER BEHAVIOR IN SERVICE ENCOUNTERS

1. Customer behavior

   • Affected by the nature of the service
     • Categories of Services
       • Directed to customer
       • Directed to customer’s possessions
       • Tangible
       • Intangible

2. Service Consumption

   • 3 Stage Model of Service Consumption
     • 1. Prepurchase
       • Recognition of needs
         • Search for solutions
     • 2. Service Encounter
       • Core of service experience
         • Contact with providers
     • 3. Post-encounter
       • Evaluation of service quality
         • Satisfaction/dissatisfaction
       • Customer evaluates performance
         • Compares experience w/expectations
           • Decisions for future intentions
   • Customer
     • Servuction system
       • Environment
         • Facilities
         • Equipment
         • Service personnel
         • Other customers
         • High contact
           • Great # of touch points between customer & service business
         • Low contact
           • Customer may never see company’s facilities or employees

3. Role & Script Theory

   • Helps understand & manage customer and employee behavior during encounters
     • Managing these encounters effectively is important to create satisfied customers
       • Satisfaction depends on how well their expectation was met
       • Create a long term relationship with service provider

4. Evaluation, selection and usage of services (customers)

   • Strategy design & delivery of service