3. Customer must be physically enter the
service system.
Health care
Beauty saloon
Barber
Restaurant/bars
People Processing
4. Customer ask to provide tangible
treatment
Repair/ maintenance
Refueling
Laundry
Gardening
Possession Processing
5. Directed at people’s mind or
anything that touches people mind
and influence behavior
Education
News/information
Music concert
religion
Mental Stimulus Processing
8. Awareness of needs Information search
•Clarify needs
•Explore solutions
•Identify
alternative service
products and
suppliers
Evaluation of
alternatives
•Review supplier
information
•Review
information from
IIIrd party
•Discuss option
with service
personnel
•Get advice from
other customers
Pre Purchase Stage
9. Seek solution to aroused needs
Retirement plan
Pre Purchase Stage
Awareness of Need
10. Clarifying between the 2 options
Explore more solutions
Pre Purchase Stage
Information search
or
11. Search attribute-
style, color, texture, taste, soun
d are feature.
Experience attribute-
vacation, sporting
events, medical procedure.
Credence attribute- hygiene of a
kitchen in a restaurant
Pre Purchase Stage
Evaluating of service
12. A service encounter is a
period of time of time during
which you as a customer
interact directly with the
service provider.
Moment of truth
Service Encounter Stage
13. Service Encounter Stage
High Contact Service
Customer’s exposure takes on
a physical and tangible nature
Low Contact Service
Little, if any physical contact
between customer and service
provider
15. Post Encounter Stage
Negative disconfirmation-
Service worse than
expected
Positive disconfirmation-
service better than
expected
Satisfaction: attitude like judgment
following a purchase act
16. Customer Service Expectation (CSE)
Expectations are formed during the search and decision making
process, and they are heavily shaped by information search and
evaluation of attributes
• Situation specific
• Change over time
• Influenced by supplier control factors
17. Desired Service- “wished for” level
Adequate Service- accept without being dissatisfied
Predicted service- customer actually anticipate
receiving.
Zone of tolerance- very difficult to be consistent
service delivery at all touchpoints
Components of CSE
18. Seeking information from respected personal sources
Relying on a firm that has a good reputation
Looking for guarantees and warranties
Asking knowledgeable employees about competing
service
Use internet to compare service offerings
Customer Handle Perceived Risk
19. Offering performance warranties
Money back guarantees
To preview the service through brochures
Instituting various safety procedures
Providing 24/7 access by a toll free telephone call to a
customer service center.
Giving access to online information about the status.
Risk Reduction Strategies
