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42 Pages

Lovelock_PPT_Chapter_02

Course: MARKETING 323, Spring 2012
School: Western Kentucky...
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Word Count: 2541

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2007 Chapter2: CustomerBehaviorin ServiceEncounters Slide by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 1 OverviewOfChapter2 HowDifferencesamongServicesAffectCustomer Behavior CustomerDecisionMaking:TheThreeStageModelof ServiceConsumption PrepurchaseStage ServiceEncounterStage PostEncounterStage Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E...

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2007 Chapter2: CustomerBehaviorin ServiceEncounters Slide by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 1 OverviewOfChapter2 HowDifferencesamongServicesAffectCustomer Behavior CustomerDecisionMaking:TheThreeStageModelof ServiceConsumption PrepurchaseStage ServiceEncounterStage PostEncounterStage Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 2 AFrameworkforDevelopingEffective ServiceMarketingStrategies Understanding Customer Needs, Decision Making, and Behavior in Service Encounters Chapter 2 Building the Service Model Part II: Chapters 3-7 Managing the Customer Interface Part III: Chapters 8-11 Implementing Profitable Service Strategies Part IV: Chapters 12-15 Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 3 AFrameworkforDevelopingEffective ServiceMarketingStrategies Two Key Themes in Part I of the Services Marketing Strategy Framework: Differences among Services Affect Customer Behavior Three-Stage Model of Service Consumption Prepurchase Stage: Search, evaluation of alternatives, decision Service Encounter Stage: Role in high-contact vs. low-contact delivery Post-Encounter Stage: Evaluation against expectations, future intentions Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 4 HowDifferencesamongServices AffectCustomerBehavior Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 5 DifferencesamongServicesAffect CustomerBehavior Consumersarerarelyinvolvedinthemanufactureofgoodsbut oftenparticipateinservicecreationanddelivery Challengeforservicemarketersistounderstandhowcustomers interactwithserviceoperations Basedondifferencesinnatureofserviceact(tangible/intangible) andwhoorwhatisdirectrecipientofservice (people/possessions),therearefourcategoriesofservices: Peopleprocessing Possessionprocessing Mentalstimulusprocessing Informationprocessing Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 6 FourCategoriesOfServices(Fig2.1) Who or What Is the Direct Recipient of the Service? Nature of the Service Act Tangible Actions People Possessions Possession processing (services directed at peoples bodies): (services directed at physical possessions): Intangible Actions People processing Barbers Health care Mental stimulus processing Slide 2007 by Christopher Lovelock and Jochen Wirtz Disposal/recycling Information processing (services directed at peoples minds): Refueling Education Advertising/PR Services Marketing 6/E (services directed at intangible assets): Accounting Banking Chapter 2 - 7 FourCategoriesOfServices PeopleProcessing Customersmust: Physicallyentertheservice factory Cooperateactivelywiththe serviceoperation Managersshouldthinkabout processandoutputfrom customersperspective Toidentifybenefitscreatedand nonfinancialcosts: Time,mental,physicaleffort Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 8 PossessionProcessing PossessionProcessing Customersarelessphysically involvedcomparedtopeople processingservices Involvementislimited Productionandconsumption areseparable Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 9 MentalStimulusProcessing MentalStimulusProcessing Ethicalstandardsrequired whencustomerswhodepend onsuchservicescan potentiallybemanipulatedby suppliers Physicalpresenceofrecipients notrequired Corecontentofservicesis informationbased Canbeinventoried Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 10 InformationProcessing InformationProcessing Informationisthemost intangibleformofservice output Butmaybetransformedinto enduringformsofservice output Linebetweeninformation processingandmental stimulusprocessingmaybe blurred. Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 11 CustomerDecisionMaking: ThreeStageModelofService Consumption Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 12 ThePurchaseProcessforServices Prepurchase Stage Service Encounter Stage Post-Encounter Stage Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 13 PrepurchaseStage Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 14 PrepurchaseStage:Overview Prepurchase Stage Customersseeksolutionsto arousedneeds Evaluatingaservicemaybedifficult Uncertaintyaboutoutcomes increasesperceivedrisk Service Encounter Stage Whatriskreductionstrategiescan servicesuppliersdevelop? Understandingcustomersservice expectations Post-Encounter Stage Slide 2007 by Christopher Lovelock and Jochen Wirtz Componentsofcustomer expectations Makingaservicepurchasedecision Services Marketing 6/E Chapter 2 - 15 CustomersSeekSolutionsto ArousedNeeds Peoplebuygoodsand servicestomeetspecific needs/wants Externalsourcesmay stimulatetheawarenessofa need Companiesmayseek opportunitiesbymonitoring consumerattitudesand behavior Figure 2.4 Prudential Financials advertising stimulates thinking about retirement needs Courtesy of Masterfile Corporation Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 16 EvaluatingaServiceMayBeDifficult Searchattributeshelpcustomersevaluateaproduct beforepurchase Style,color,texture,taste,sound Experienceattributescannotbeevaluatedbefore purchasemustexperienceproducttoknowit Vacations,sportingevents,medicalprocedures Credenceattributesareproductcharacteristicsthat customersfindimpossibletoevaluateconfidentlyeven afterpurchaseandconsumption Qualityofrepairandmaintenancework Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 17 HowProductAttributesAffect EaseofEvaluation Most Goods Most Services Difficult to evaluate* Easy to evaluate Clothing Chair Restaurant meals Lawn fertilizer Computer repair Education Motor vehicle Foods Haircut Entertainment Legal services Complex surgery High in search attributes High in experience High in credence attributes attributes *NOTE: Difficulty of evaluation tends to decrease with broad exposure to a service category and frequency of use of a specific supplier Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Source: Adapted from Zeithaml Chapter 2 - 18 PerceivedRisksinPurchasingand UsingServices Functionalunsatisfactoryperformance outcomes Financialmonetaryloss,unexpected extracosts Temporalwastedtime,delaysleading toproblems Physicalpersonalinjury,damageto possessions Psychologicalfearsandnegative emotions Socialhowothersmaythinkandreact Sensoryunwantedimpactonanyof fivesenses Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 19 HowMightConsumersHandle PerceivedRisk? Seekinginformationfromrespectedpersonalsources Relyingonafirmthathasagoodreputation Lookingforguaranteesandwarranties Visitingservicefacilitiesortryingaspectsofservicebefore purchasing Askingknowledgeableemployeesaboutcompetingservices Examiningtangiblecuesorotherphysicalevidence UsingtheInternettocompareserviceofferingsandsearchfor independentreviewsandratings Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 20 StrategicResponsestoManaging CustomerPerceptionsofRisk Offerperformancewarranties,guaranteestoprotect againstfearsofmonetaryloss Forproductswherecustomersworryabout performance,sensoryrisks: Offerpreviews,freetrials(providesexperience) Advertising(helpstovisualize) Forproductswherecustomersperceivephysicalor psychologicalrisks: Institutevisiblesafetyprocedures Deliverautomatedmessagesaboutanticipatedproblems WebsitesofferingFAQsandmoredetailedbackground Trainstaffmemberstoberespectfulandempathetic Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 21 AOLOffersFreeTrialSoftwareto AttractProspectiveCustomers(Fig2.6) Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 22 UnderstandingCustomers ServiceExpectations Customersevaluateservicequalitybycomparingwhat theyexpectagainstwhattheyperceive Situationalandpersonalfactorsalsoconsidered Expectationsofgoodservicevaryfromonebusiness toanother,andamongdifferentlypositionedservice providersinthesameindustry Expectationschangeovertime Example:ServicePerspectives2.1 Parentswishtoparticipateindecisionsrelatingtotheirchildrens medicaltreatmentforheartproblems Mediacoverage,education,theInternethasmadethispossible Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 23 FactorsInfluencingCustomer ExpectationsofService(Fig2.8) Personal Needs Desired Service Beliefs about What Is Possible Explicit & Implicit Service Promises Word-of-Mouth Past Experience ZONE OF TOLERANCE Perceived Service Predicted Service Alterations Adequate Service Situational Factors 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 112. Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 24 ComponentsofCustomer Expectations DesiredServiceLevel: Wishedforlevelofservicequalitythat customerbelievescanandshouldbe delivered AdequateServiceLevel: Minimumacceptablelevelofservice PredictedServiceLevel: Servicelevelthatcustomerbelievesfirmwill actuallydeliver ZoneofTolerance: Rangewithinwhichcustomersarewillingto acceptvariationsinservicedelivery Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 25 ServiceEncounterStage Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 26 ServiceEncounterStage:Overview Prepurchase Stage Serviceencountersrangefromhigh tolowcontact Understandingtheservuction system Service Encounter Stage Servicemarketingsystems:high contactandlowcontact Roleandscripttheories Theaterasametaphorforservice delivery:Anintegrativeperspective Post-Encounter Stage Slide 2007 by Christopher Lovelock and Jochen Wirtz Implicationsforcustomer participationinservicecreationand delivery Services Marketing 6/E Chapter 2 - 27 ServiceEncountersRangefrom HighContacttoLowContact(Fig2.9) Figure 2.9 Levels of Customer Contact with Service Organizations Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 28 DistinctionsbetweenHighContact andLowContactServices HighContactServices Customersvisitservicefacilityandremainthroughoutservicedelivery Activecontactbetweencustomersandservicepersonnel Includesmostpeopleprocessingservices LowContactServices Littleornophysicalcontactwithservicepersonnel Contactusuallyatarmslengththroughelectronicorphysical distributionchannels Newtechnologies(e.g.theWeb)helpreducecontactlevels MediumContactServicesLieinbetweenTheseTwo Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 29 TheServuctionSystem: ServiceProductionandDelivery ServiceOperations(frontstageandbackstage) Whereinputsareprocessedandserviceelementscreated Includesfacilities,equipment,andpersonnel ServiceDelivery(frontstage) Wherefinalassemblyofserviceelementstakesplaceandservice isdeliveredtocustomers Includescustomerinteractionswithoperationsandothercustomers ServiceMarketing(frontstage) Includesservicedelivery(asabove)andallothercontactsbetween servicefirmandcustomers Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 30 ServiceMarketingSystemfora HighContactService(Fig2.10) SERVICE MARKETING SYSTEM Service Delivery System Service Operations System Other Customers Interior & Exterior Facilities Technical Core Equipment Other Contact Points Advertising Sales Calls Market Research Surveys The Customer Billing/Statements Misc. Mail, Phone Calls, E-mails, Faxes, etc. Website Service People Backstage (invisible) Front Stage (visible) Slide 2007 by Christopher Lovelock and Jochen Wirtz Random Exposure to Facilities/Vehicles Other Customers Chance Encounters with Service Personnel Word of Mouth Services Marketing 6/E Chapter 2 - 31 ServiceMarketingSystemfora LowContactService(Fig2.11) Service Operations System SERVICE MARKETING SYSTEM Service Delivery System Advertising Mail Technical Core Self Service Equipment The Customer Slide 2007 by Christopher Lovelock and Jochen Wirtz Market Research Surveys Billing/Statements Random Exposure to Facilities/Vehicles Phone, Fax, Website, etc. Backstage (invisible) Other Contact Points Word of Mouth Front Stage (visible) Services Marketing 6/E Chapter 2 - 32 TheaterasaMetaphorfor ServiceDelivery Alltheworldsastageandallthe menandwomenmerelyplayers. Theyhavetheirexitsandtheir entrancesandeachmaninhistime playsmanyparts WilliamShakespeare AsYouLikeIt Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 33 TheatricalMetaphor: AnIntegrativePerspective Servicedramasunfoldonastagesettingsmay changeasperformanceunfolds Manyservicedramasaretightlyscripted,others improvised Frontstagepersonnelarelikemembersofacast Likeactors,employeeshaveroles,maywearspecial costumes,speakrequiredlines,behaveinspecificways Supportcomesfromabackstageproductionteam Customersaretheaudiencedependingontypeof performance,maybepassiveoractiveparticipants Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 34 ImplicationsofCustomer ParticipationinServiceDelivery Greaterneedfor information/trainingto helpcustomerstoperform well,getdesiredresults Customersshouldbe givenarealisticservice previewinadvanceof servicedelivery,sothey haveaclearpictureof theirexpectedrole Slide 2007 by Christopher Lovelock and Jochen Wirtz Figure 2.13: Tourists Appreciate Easy-toUnderstand Instructions When Traveling Services Marketing 6/E Chapter 2 - 35 PostEncounterStage Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 36 PostEncounterStage:Overview Prepurchase Stage Service Encounter Stage Evaluationofservice performance Futureintentions Post-Encounter Stage Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 37 CustomerSatisfactionIsCentralto theMarketingConcept Satisfactiondefinedasattitudelikejudgmentfollowingaservice purchaseorseriesofserviceinteractions Customershaveexpectationspriortoconsumption,observe serviceperformance,compareittoexpectations Satisfactionjudgmentsarebasedonthiscomparison Positivedisconfirmationifbetterthanexpected Confirmationifsameasexpected Negativedisconfirmationifworsethanexpected Satisfactionreflectsperceivedservicequality,price/quality tradeoffs,personalandsituationalfactors Researchshowslinksbetweencustomersatisfactionandafirms financialperformance Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 38 CustomerDelight: GoingBeyondSatisfaction Researchshowsthatdelightisafunction ofthreecomponents: Unexpectedlyhighlevelsofperformance Arousal(e.g.,surprise,excitement) Positiveaffect(e.g.,pleasure,joy,or happiness) Isitpossibleforcustomerstobedelighted byverymundaneservices? Strategiclinksexistbetweencustomer satisfactionandcorporateperformance. Gettingfeedbackduringservicedelivery helptoboostcustomerloyalty ProgressiveInsuranceseekstodelight customersthroughexceptionalcustomer service(BestPracticeinAction2.1) Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 39 SummaryofChapter2: CustomerBehaviorinServiceEncounters(1) Fourbroadcategoriesofservices Peopleprocessing,possessionprocessing,mentalstimulus processing,informationprocessing Basedondifferencesinnatureofserviceact(tangibleorintangible), andwhoorwhatisdirectrecipientofservice(peopleor possessions) Eachposesdistinctiveservicemanagementchallenges ThreeStageModelofserviceconsumptionhelpsusto understandandbettermanagecustomerbehavior Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 40 SummaryofChapter2: CustomerBehaviorinServiceEncounters(2) Prepurchasestage Customersseeksolutionstoarousedneeds Evaluationalternativesaremoredifficultwhenaserviceinvolves experienceandcredenceattributes Customersfaceavarietyofperceivedrisksinselecting,purchasing andusingservices Stepstakentoreducecustomersriskperceptions,include:(1) guaranteesandwarranties,(2)previewsofserviceandvisitsto servicefacilities,(3)employeetraining,(4)institutingvisiblesafety procedures,(5)easyaccesstoinformation,and(6)advancenotice ofproblemsordelays Customerexpectationsofservicerangefromdesiredto adequatewithazoneoftoleranceinbetween;ifactualserviceis perceivedaslessthanadequate,customerswillbedissatisfied Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 41 SummaryofChapter2: CustomerBehaviorinServiceEncounters(3) Serviceencounterstage Serviceencountersrangefromhighcontacttolowcontact Servuctionsystemdiffersbylevelofcontact: Highcontactservices:Mostpartsofoperations,servicedelivery,and marketingsystemsareexposedtocustomers Lowcontactservices:Somepartsofsystemsareinvisibletocustomers Roleandscripttheorieshelpusunderstandandmanagecustomer behaviorduringencounters Theatricalviewofservicedeliveryoffersinsightsfordesign,stage managingperformances,andrelationshipswithcustomeraudience Postencounterstage Inevaluatingserviceperformance,customerscanhaveexpectations positivelydisconfirmed,confirmed,ornegativelydisconfirmed Unexpectedlyhighlevelsofperformance,arousalandpositiveaffectare likelytoleadtodelight Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 2 - 42
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E15-4 Available-for-Sale Securities At the beginning of 2010, Ace Company had the following portfolio of investments in available-for-sale securities (common stock): 12/31/2009 Fair Value $20,000 30,000 $50,000 $25,000 29,000 $54,000Security A B Totals D
Kaplan University - ACC - 301
P14-3 Premium Amortization Schedule with Retirement Before Maturity The Dorsett Corporation issued $600,000 of 13% bonds on January 1, 2009 for $614,752.24. The bonds are due December 31, 2011, were issued to yield 12%, and pay interest semiannually on Ju
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E13-19 Short-term Debt Expected to Be Refinanced On December 31, 2010, Excello Electric Company had $1 million of short-term notes payable due February 7, 2011. Excello expected to refinance these notes on a long-term basis. On January 15, 2011 the compan
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P12-9 R&D CostsName:Krishna PandayAn asterisk (*) will appear next to an incorrect amount(s) in the outlined cell(s). If you are still getting a red asterisk, and think the answer is correct, but used a formula in the cell try manually typing in the an
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P11-1 Depreciation Methods The Winsey Company purchased equipment on January 2, 2010, for $700,000. The equipment has the following characteristics: Estimated service life 20 years 100,000 hours 950,000 units of output Estimated residual value $50,000Dur
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E10-3 Acquisition Costs The Voiture Company manufactures compact, energy-efficient cars. On April 1, it purchased a machine for its assembly line at a contract price of $200,000 with terms of 2/10, n/30. The company paid the contract price on April 8 and
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E9-10 Retail Inventory Method The Harmes Company is a clothing store that uses the retail inventory method. The following information relates to its operations during 2010: Inventory, January 1 Purchases Markups (net) Markdowns (net) Sales Cost $28,400 65
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E8-8 Alternative Inventory Methods An asterisk (*) will appear next to an incorrect amount(s) in the outlined cell(s). If you are still getting a red asterisk, and think the answer is correct, but used a formula in the cell try manually typing in the answ
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E7-11 Receivables-Bad Debts (AICPA Adapted) At January 1, 2010, the credit balance in the Allowance for Doubtful Accounts of the Master Company was $400,000. For 2010, the provision for doubtful accounts is based on a percentage of net sales. Net sales fo
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PM-1 Future Value of an Investment Using the future value tables, solve the following: Required 1. What is the future value on December 31, 2014 of a deposit of $35,000 made on December 31, 2010, assuming interest of 10% compounded annually? 2. What is th
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P6-3 Interim Reporting The Schultz Company prepares interim financial statements at the end of each quarter. The income statement presented at the end of the first quarter of 2010 is as follows: Sales (net) Cost of goods sold Gross profit Operating expens
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P5-9 Misclassifications The bookkeeper for the Olson Company prepared the following income statement and retained earnings statement for the year ended December 31, 2010: OLSON COMPANY December 31, 2010 Expense and Profits Statement Sales (net) Less: Sell
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P4-4 Balance Sheet The following is a list (in random order) of the December 31, 2010 balance sheet accounts of the International Products Company: Additional paid-in capital on preferred stock Accounts receivable Dividends payable Buildings Bonds payable
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P3-11 Worksheet The Fiorillo Company has the following account balances on December 31, 2010 prior to any adjustments: Debit $1,900 4,700 8,700 600 4,100 38,000 11,500 10,700 3,100 4,300 Credit $60 Notes payable (due March 1, 2011) Unearned rent Mortgage
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Krishna Panday AC300 Section 02 Unit 21-9 A friend of yours says, "I understand there are `rules' for financial reporting. But what are these rules, where can a person find them, and which ones are more important?" The rules of Financial accounting come
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Krishna Panday AC300 Section 02 Unit 31. Explain the rationale for recognizing costs as expenses at the time of a product sale.Recognizing costs as expenses is basically the Matching Principle; Benefit = Sales of goods. Expense = Production costs. At th