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Service consumer behavior

Service consumer behavior

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Published by Jyotsna
CB in respect to service marketing.
CB in respect to service marketing.

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Published by: Jyotsna on Mar 25, 2009
Copyright:Attribution Non-commercial


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 Module II Consumer Behavior & Service
Reference Books:C. BhatacharjeeLovelock 
Consumers rarely involve inmanufacture of goods but oftenparticipate in service creation anddelivery
Challenge for service marketers isto understand how customersinteract with service operationsWhere Does the Customer Fit in aService Organization?
People processing(e.g., Hotel stay):
customeris physically involved throughout entireprocess
Possession processing(e.g., DVD repair):
involvement may be limited to drop off ofphysical item/description of problem andsubsequent pick up
Mental stimulus processing(e.g., weatherforecast):
involvement is mental, not physical;here customer simply receives output and actson it
Information processing(e.g., health insurance):
involvement is mental - specify informationupfront and later receive documentation ofcoverage

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