chapter 2nd
TRANSCRIPT
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Consumer Behaviour In
ServicesChapter 2nd
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Consumer Behaviour Service Differences
Intangibility problem
Consumer involvement
Perceived Risk
Sources of Information
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Consumer Evaluation Processes for Services
Search Qualities
attributes a consumer can determine prior to
purchase of a productExperience Qualities
attributes a consumer can determine afterpurchase (or during consumption) of a product
Credence Qualities
characteristics that may be impossible toevaluate even after purchase and consumption
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Continuum of Evaluation for
Different Types of Products
Difficult to evaluateEasy to evaluate
High in search
qualities
High in experience
qualities
High in credence
qualities
MostGoods
MostServices
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Services - Decision Making ProcessNeed awareness Information search
Evaluation of
service suppliers
Request service
Service delivery
Evaluation
Future Intentions
Memory
Memory
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Categories in Consumer Decision-Making andEvaluation of Services
InformationSearch
Evaluation ofAlternatives
Purchase andConsumption
Post-PurchaseEvaluation
Use of personal sourcesPerceived risk
Evoked setEmotion and mood
Service provision as dramaService roles and scriptsCompatibility of customers
Attribution of dissatisfactionInnovation diffusionBrand loyalty
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Consumer Categories in Decision-Making and Evaluation of Services
Information Search Evaluation ofAlternatives
Purchase andConsumption
Post - PurchaseEvaluation
Use of personal sourcesPerceived risk
Evoked setEmotion and mood
Service provision as dramaService roles and scriptsCompatibility of customers
Attribution of dissatisfactionInnovation diffusionBrand loyalty
Culture Values and attitudesManners and customs Material culture Aesthetics
Educational and socialinstitutions
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Key Issues for Decision Making
Who is involved in the decision making process?
How long does the process take?
What is the set of competing services from
which consumers make their choice?What is the relative importance attached by
decision makers to different elements of theservice offer?
What sources of information are used inevaluating competing service offers?
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Maslows Hierarchy of Needs
Self-
actualisation
Esteem
Love
Safety
Physiological
E.g -Meals
Experiment with
ethnic cuisine
A meal at the best
restaurant in town
Social meal with
friends and family
Safe food from a
reputable source
Food from any
uncontaminated
source
Internal Satisfaction
The respect of others
Action for and
from others
Survival
Satisfaction of
basic hunger
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Information SourcesPrevious personal experience
Word of Mouthrecommendation (WOM)
Reference groups
Media communications
Internet sources
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Evaluation of AlternativesA process of choice reduction.
Rules based approaches used.
Critical attributes, average scoreof all attributes, or weightedattributes.
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Perceived RiskFactors affecting perceived risk:The level of tangible evidence
Buyer involvementNew purchase
Personal risk tolerance
Situational factors
Legal safeguards
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Discussion ExerciseDifferences Between the Service Experience
in China and Other Countries
Authenticity Caring
Control Courtesy
Formality
Friendliness
Personalization
Promptness
Discuss cultural
differences with
the following..