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The primary objectives of services producers and marketers are indentical to those of all marketers: to develop and provide offerings that satisfy consumer needs and expectations, thereby ensuring their own economic survival. To achieve these objectives, services providers need to understand how consumers choose, experience, and evaluate their service offerings. 

How You Will Benefit

• Understand how consumers choose and evaluate services, through focusing on factors that are particularly relevant for services
• Develop the elements of consumer behavior
• Understand the sources of customer expectations of service
• Acknowledge types and sources of expectations are similar for pure service and product-related service
• Understand what influences customer perceptions of service and the relationship among customer satisfaction, service quality, and individual service encounters

Who Should Attend

Marketing vice presidents, directors and managers, marketing representatives, service operation managers, business developers in the service industry and managers of advertising, promotions and customer service

What You Will Cover

1. Consumer Behavior in Services

• Consumer choice
• Consumer Experience
• Postexperience Evaluation
• Understanding Differences Among Consumers

2. Customer Expectations of Services

• Meaning and Types
• Factors that Influence Customer Expectations of Service
• Issues Involving Customer Service Expectations

3. Customer Perceptions of Services

• Satisfaction versus Service Quality
• Transaction versus Cumulative perceptions
• What Determines Customer Satisfaction
• Outcomes of Customer Satisfaction
• Outcome, Interaction, and Physical Environment Quality
• Service Quality Dimensions
• E-Service Quality
• The Building Blocks for Customer Perceptions