Customer Behavior in Service Encounters
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1 Chapter 2: Customer Behavior in Service Encounters Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 3 The Purchase Process for Services Prepurchase Stage Service Encounter Stage Post-Encounter Stage Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 4
2 Perceived Risks in Purchasing and Using Services! Functional unsatisfactory performance outcomes! Financial monetary loss, unexpected extra costs! Temporal wasted time, delays leading to problems! Physical personal injury, damage to possessions! Psychological fears and negative emotions! Social how others may think and react! Sensory unwanted impact on any of five senses Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 6 Evaluating a Service May Be Difficult! Search attributes help customers evaluate a product before purchase " Style, color, texture, taste, sound! Experience attributes cannot be evaluated before purchase must experience product to know it " Vacations, sporting events, medical procedures! Credence attributes are product characteristics that customers find impossible to evaluate confidently even after purchase and consumption " Quality of repair and maintenance work Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 7
3 How Product Attributes Affect Ease of Evaluation Most Goods Most Services Easy to evaluate Clothing Chair Motor vehicle Foods High in search attributes Restaurant meals Lawn fertilizer Haircut Entertainment High in experience attributes Difficult to evaluate* Computer repair Education Legal services Complex surgery High in credence attributes *NOTE: Difficulty of evaluation tends to decrease with broad exposure to a service category and frequency of use of a specific supplier Source: Adapted from Zeithaml Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 8 How Might Consumers Handle Perceived Risk?! Variety of methods to reduce risks like - Seeking information - Relying on good reputation - Guarantees and warrantees - Visiting service facilities - Examining tangible cues - Compare service offerings - Strategic Responses to Managing Perception of Risks Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 10
4 Risk Reduction Strategies by Service Suppliers! Offering performance warranties! Money back guarantees! Preview of services through broachers, websites, and videos! Encouraging visits to service facilities! Instituting visible safety procedures! Training staff members! Providing 24/7 customer service! Delivering automated messages! Online information about order delivery Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 11 Service Encounter Stage: Overview Prepurchase Stage! Service encounters range from highto low-contact! Understanding the servuction system! Service marketing systems: highcontact and low-contact Service Encounter Stage Post-Encounter Stage! Role and script theories! Theater as a metaphor for service delivery: An integrative perspective! Implications for customer participation in service creation and delivery Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 12
5 Theater as a Metaphor for Service Delivery All the world s a stage and all the men and women merely players. They have their exits and their entrances and each man in his time plays many parts William Shakespeare As You Like It Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 13 Theatrical Metaphor: An Integrative Perspective! Service dramas unfold on a stage settings may change as performance unfolds! Many service dramas are tightly scripted, others improvised! Front-stage personnel are like members of a cast! Like actors, employees have roles, may wear special costumes, speak required lines, behave in specific ways! Support comes from a backstage production team! Customers are the audience depending on type of performance, may be passive or active participants Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 14
6 Role, Scripts & Stage(s)! Roles are a 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! Scripts are the roadmaps of services, telling a customer where s/he is going, what steps to take and in what sequence, how to behave, and what to expect in a specific service setting. They are particularly useful for new customers who are unfamiliar with the process of purchasing a service offering. Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 15 Activity- Scripts Please develop a script for typical service scene when using the service that was given you in the last class! Which person has which role?! How many and which stages are involved? Please prepare a step-by-step script with all details and be ready to play it. Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 16
7 Activity- Scripts! How did you know the script for the service?! What can the service provider do to help newcomers learn the script?! Is this a service that you might be able to provide yourself (without the service provider s assistance)? Why or why not?! When might you, as the customer, do something that diminishes your experience?! What possible consequences could there be to yourself, other customers, or the service provider if you deviate from the script?! Do you see any changes that are needed to the script to improve the service? Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 17 Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 19
8 Implications of Customer Participation in Service Delivery! Greater need for information/training to help customers to perform well, get desired results! Customers should be given a realistic service preview in advance of service delivery, so they have a clear picture of their expected role Figure 2.13: Tourists Appreciate Easy-to- Understand Instructions When Traveling Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 20 Service Encounter Stage: Overview Prepurchase Stage! Service encounters range from highto low-contact! Understanding the servuction system! Service marketing systems: highcontact and low-contact Service Encounter Stage Post-Encounter Stage! Role and script theories! Theater as a metaphor for service delivery: An integrative perspective! Implications for customer participation in service creation and delivery Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 21
9 Post-Encounter Stage: Overview Prepurchase Stage Service Encounter Stage! Evaluation of service performance! Future intentions Post-Encounter Stage Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 22 Customer Satisfaction as Result of Expected Service & Perceived Service Service Quality Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 23
10 Components of Customer Expectations! Desired Service Level: " Wished-for level of service quality that customer believes can and should be delivered! Adequate Service Level: " Minimum acceptable level of service! Predicted Service Level: " Service level that customer believes firm will actually deliver! Zone of Tolerance: " Range within which customers are willing to accept variations in service delivery Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 24 Factors Influencing Customer Expectations of Service (Fig 2.8) Personal Needs Beliefs about What Is Possible Perceived Service Alterations Situational Factors Desired Service ZONE OF TOLERANCE Adequate Service Explicit & Implicit Service Promises Word-of-Mouth Past Experience Predicted Service Source: Adapted from Valarie A. Zeithaml, Leonard A. Berry, and A. Parasuraman, The Nature and Determinants of Customer Expectations of Service, Journal of the Academy of Marketing Science 21, no. 1 (1993): pp Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 25
11 Customer Delight: Going Beyond Satisfaction! Research shows that delight is a function of three components: " Unexpectedly high levels of performance " Arousal (e.g., surprise, excitement) " Positive affect (e.g., pleasure, joy, or happiness)! Is it possible for customers to be delighted by very mundane services?! Strategic links exist between customer satisfaction and corporate performance.! Getting feedback during service delivery help to boost customer loyalty! Progressive Insurance seeks to delight customers through exceptional customer service (Best Practice in Action 2.1) Slide 2007 by Christopher Lovelock and Jochen Wirtz Kunz - Services Marketing 27
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