1. Customer Perceptions of Service MARKETING OF SERVICES MBA

2. CUSTOMER PERCEPTION OF QUALITY & CUSTOMER SATISFACTION September 27, 2010 MOS (Som),FoM-GEU 2 RELIABILITY SERVICE QUALITY SITUATIONAL FACTORS RESPONSIVENESS ASSURANCE EMPATHY PRODUCT QUALITY CUSTOMER SATISFACTION CUSTOMER LOYALTY TANGIBLES PRICE PERSONAL FACTORS

5. Consumer Emotions

6. Attributions for service success or failure

7. Perception of equity or fairness

8. Other consumers, family members and coworkers September 27, 2010 MOS (Som),FoM-GEU 3

10. INTERACTION, AND

12. RESPONSIVENESS

13. ASSURANCE

14. EMPATHY

15. TANGIBLESSeptember 27, 2010 MOS (Som),FoM-GEU 4

16. SERVICE ENCOUNTERSTHE BUILDING BLOCK FOR CUSTOMER PERCEPTIONS September 27, 2010 MOS (Som),FoM-GEU 5 Service Encounters or Moments of truth

17. SERVICE ENCOUNTER CASCADE FOR A HOTEL VISIT September 27, 2010 MOS (Som),FoM-GEU 6 CHECK IN BELLPERSON TAKES CUSTOMER TO ROOM RESTAURANT MEAL WAKE UP CALL CHECK OUT

18. TYPES OF SERVICE ENCOUNTER September 27, 2010 MOS (Som),FoM-GEU 7 REMOTE ENCOUNTERS PHONE ENCOUNTERS FACE TO FACE ENCOUNTERS

19. SERVICE ENCOUNTER THEMES RECOVERY ADAPTABILITY SPONTANEITY COPING September 27, 2010 MOS (Som),FoM-GEU 8

20. SERVICE ENCOUNTER THEMES September 27, 2010 MOS (Som),FoM-GEU 9

21. SERVICE ENCOUNTER THEMES September 27, 2010 MOS (Som),FoM-GEU 10

23. Customer him/ herself

24. Other customers

25. Operational flow of activities

26. Steps in process

27. Flexibility verses standard

28. Technology verses human

29. Tangible Communication

30. Servicescape

31. Guarantees

32. Technology

34. September 27, 2010 MOS (Som),FoM-GEU 13 MOTIVATION AND CONSUMER BEHAVIOUR

35. September 27, 2010 MOS (Som),FoM-GEU 14 CONSUMER PERCEPTION PROCESS PHYSIOLOGICAL SCREEN (SENSORY) Sight Hearing Taste Smell NON-AWARENESS (INEFFECTIVE MESSAGE) PHYSICAL DATA (STIMULI) SPONSORED Advertisement Sales Promotion Displays Price Tags NON-SPONSORED Media News Conversation with others NON-AWARENESS (INEFFECTIVE MESSAGE) PSYCHOLOGICAL SCREEN (EMOTIONAL) Personality Self concept Belief & Attitude Learning & Habits NON-AWARENESS (INEFFECTIVE MESSAGE)

36. September 27, 2010 MOS (Som),FoM-GEU 15 CONSUMER DECISION FRAMEWORK SOCIAL FACTORS CULTURAL FACTORS FAMILY INFLUENCE REFERENCE GROUP INFLUENCE ROLES & STATUS CULTURE SUB-CULTURE SOCIAL CLASS CONSUMER AS DECISION MAKER DEMOGRAPHIC FACTORS PSYCHOLOGICAL FACTORS AGE & FAMILY LIFE CYCLE OCCCUPATION ECONOMIC CIRCUMTANCES PERESONALITY & SELF CONCEPT PSYCHOGRAPHIC PERSONALITY BELIEFS & ATTITUDE LEARNING

37. September 27, 2010 MOS (Som),FoM-GEU 16 COGNITIVE LEARNING CONDITIONAL LEARNING Need Awareness (Cognition) Stimulus (Say, an ad) Memory and Thinking Need Arousal (Use of mental files) Knowledge Application Response (purchase) Positive Negative Post Purchase Post Purchase Experience Experience Satisfaction Disatisfaction Behaviour applied to satisfy needs Outcome/ Result Repeat Purchase Rejection

38. September 27, 2010 MOS (Som),FoM-GEU 17 BATISON’S MODEL OF RELATIONSHIPS AMONG SOURCES OF CONSUMER SATISFACTION WITH SERVICE WORD OF MOUTH COMMUNICATION PERCIEVED SERVICE EXPECTED SERVICE PAST EXPERIENCE PERCEPTION ADVERTISING CONTACT SERVICE PERSONNEL TECHNICAL SERVICE QUALITY