Professional Documents
Culture Documents
SESSION-5.1
Objectives for Consumer Behavior in Services Overview the generic differences in consumer behavior between services and goods Introduce the aspects of consumer behavior that a marketer must understand in five categories of consumer behavior: Information search Evaluation of service alternatives Service purchase and consumption Postpurchase evaluation Role of culture
Consumer Evaluation Processes for Services Search Qualities attributes a consumer can determine prior to purchase of a product Experience Qualities attributes a consumer can determine after purchase (or during consumption) of a product Credence Qualities characteristics that may be impossible to evaluate even after purchase and consumption
Most Goods
Easy to evaluate
Most Services
Difficult to evaluate
Perceived risk
Culture
Issues to Consider in Examining the Consumers Service Experience Service provision as drama Service roles and scripts Customer coproduction
Service provision as drama Service roles and scripts Customer coproduction Emotion and mood