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C opy right © 2009 Pears on Educ ation, Inc. Publis hing as
Prentice Hall 6-11
Maslow’s Hierarchy of Needs
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Source:
Adapted from Zeithaml
Most Goods
High in searchattributes
High in experienceattributes
High in credenceattributes
Difficultto evaluate*
Easyto evaluate
Mo st Services
Clothing
Chair
Motor vehicle
Foods
Restaurant meals
Lawn fertilizer
Haircut
Entertainment
Computer repair
Education
Legal services
Complex surgery
*NOTE: Difficulty of evaluation tends to decrease wit h broad
exposure to a service cat egory and frequency o f u se
of a specific supplier
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Slide 2 00 7 by C hr is to phe r Lo ve lo ck a nd J oc he n W ir
tz S er vi ce s M ar ket ing 6 /E Cha pt er 2 - 2 3
Source:
Adapted from Zeithaml
Most Goods
High in searchattributes
High in experienceattributes
High in credenceattributes
Difficultto evaluate*
Easyto evaluate
Mo st Services
Clothing
Chair
Motor vehicle
Foods
Restaurant meals
Lawn fertilizer
Haircut
Entertainment
Computer repair
Education
Legal services
Complex surgery
*NOTE: Difficulty of evaluation tends to decrease wit h broad
exposure to a service cat egory and frequency o f u se
of a specific supplier
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Differences among Services Affect Customer Behavior
Three-Stage Model of Service Consumption
Prepurchase Stage: Search, evaluation ofalternatives,
decision
Service Encounter Stage: Role in high-contact
vs.low-contact deliv ery
Post-Encounter Stage: Evaluation againstexpec tations,
future
intentions
Prepurchase Stage
Service Encounter
Stage
Post-Encounter Stage
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Prudential Financial’s advertising stimulatesthinking about
retirement needs
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Prepurchase Stage
Service Encounter
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Post-Encounter Stage
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