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SM

CONSUMER BEHAVIOR IN SERVICES

McGraw-Hill McGraw-Hill

© 2000 The McGraw-Hill Companies © 2000 The McGraw-Hill Companies

they need to close the customer gap. • In other words.2 SM Consumer Behavior in Services • The primary objective of service provider is identical to all marketers. • Consumer have a more difficult time in evaluating and choosing services than goods. • To develop and provide offering that satisfy consumer needs and experience. McGraw-Hill © 2000 The McGraw-Hill Companies .

3 SM 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 McGraw-Hill © 2000 The McGraw-Hill Companies .

4 SM Figure 2-1 Continuum of Evaluation for Different Types of Products Most Goods Most Services Difficult to evaluate Easy to evaluate High in search qualities McGraw-Hill High in experience High in credence qualities qualities © 2000 The McGraw-Hill Companies .

5 SM • • • • • DECISION MAKING PROCESS NEED RECOGNITION INFORMATION SEARCH EVALUATION OF ALTERNATIVES PURCHASE DECISION AND CONSUMPTION POST PURCHASE DECISION McGraw-Hill © 2000 The McGraw-Hill Companies .

SM Maslow’s Hierarchy of Needs Self-Actualization Ego Needs Social Needs Safety Needs Physiological Needs 6 McGraw-Hill © 2000 The McGraw-Hill Companies .

Figure 2-2 7 SM Categories in Consumer Decision-Making and Evaluation of Services  Use of personal sources  Perceived risk Information Search Evaluation of Alternatives  Evoked set Purchase and Consumption  Service provision as drama  Service roles and scripts Compatibility of customers  Emotion and mood McGraw-Hill Post-Purchase Evaluation  Attribution of dissatisfaction  Innovation diffusion  Brand loyalty © 2000 The McGraw-Hill Companies .

SM Global Feature: Differences in the Service Experience in INDIA and Japan      Authenticity Caring Control Courtesy Friendliness Promptness 8 McGraw-Hill © 2000 The McGraw-Hill Companies .

McGraw-Hill © 2000 The McGraw-Hill Companies ... • DISNEYLAND-AN AMERICAN IDOLADAPTS TO CULTURE DIFFERENCES IN GLOBAL EXPANSION.9 SM CASE STUDY..

10 SM • THANK U OLLLL… McGraw-Hill © 2000 The McGraw-Hill Companies .

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