Customer Behavior in Service Encounter

By- Akshpreet NarulaHarkamal Singh

Pallavi JaiswalVarun Mahajan

People Processing

Possession processing

Mental stimulus processing

Information processing

4 Categories of Service

Customer must be physically enter the service system.

Health care Beauty saloon Barber Restaurant/bars

People Processing

Customer ask to provide tangible treatment

Repair/ maintenance Refueling Laundry Gardening

Possession Processing

Directed at people’s mind or anything that touches people mind and influence behavior

Education News/information Music concert religion

Mental Stimulus Processing

Accounting Banking Legal services Securities investment

Information processing

Pre purchase

Service Encounter

Post Purchase

The 3 Stage Model

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

Seek solution to aroused needs Retirement plan

Pre Purchase Stage

Awareness of Need

Clarifying between the 2 options Explore more solutions

Pre Purchase Stage

Information search

or

Search attribute- style, color, texture, taste, sound are feature.

Experience attribute- vacation, sporting events, medical procedure.

Credence attribute- hygiene of a kitchen in a restaurant

Pre Purchase Stage

Evaluating of service

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

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

Evaluation of service performance

Future intentions

Post Encounter Stage

Post Encounter Stage

Negative disconfirmation- Service worse than expected

Positive disconfirmation- service better than expected

Satisfaction: attitude like judgment following a purchase act

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

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

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

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

Thank you..