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CONSUMER BEHAVIOUR IN SERVICES CHP 3

Stages in Consumer Decision Making and Evaluation of Services

Need Recognition:

The need recognition factor can be better be explained by Maslows Need Hierarchy: Physiological needs Safety and security needs Social needs Ego needs

Information Search

Recognizing needs becomes a core factor to decide on what to purchase and to gather information. For eg: Restaurant for a quick Lunch. Gathering information is a way of reducing risk factor. Personal & Non-Personal Sources.

Personal & Non-Personal Sources.

Consumers rely on Personal & Non-Personal Sources.


Personal Non-Personal

By asking friends/ experts.


Readily available.

From internet, visuals,etc


Not readily available.

Perceived Risk

More risk appears to be involved in purchase of services because services are more intangible, variable and perishable. Risk can come in the form of financial risk, time risk, social risk etc. Risk can be reduced through tactics(eg: guarantees) For example UPS and FedEx provide tracking numbers for customers.

EVALUATION OF ALTERNATIVES

To purchase goods, consumers shop in retail stores in close proximity To purchase services the consumer visits an establishment, e.g. a bank or a hair saloon.

SERVICE PURCHASE

Consumers makes the decision to purchase a particular service In many cases, the service is purchased and produced simultaneously like a restaurant meal or live entertainment In other cases, consumers pay all or part of the purchase price until they experience it, for e.g. vacation tours, university educations. In business to business situations, long term contracts for services may be signed.

CONSUMER EXPERIENCE
Services as processes Involves a sequence of steps, actions and activities,eg medical services Service provision as drama The service marketer must play many drama related roles including director, choreographer and writer, for e.g. the Walt Disney company .

Service roles and scripts Roles are combinations of social cues that guide and direct behavior in a given setting, for e.g. the role of hostess in a restaurant. Service scripts consists of sequence of actions associated with actors and objects, for e.g receiving a dental check up is a service experience.

Customer coproduction

A coproduction role have a profound influence on the service experience For e.g. counselling,personal training or educational services have little value without the full participation of the client

Emotion and mood

Emotion and mood are feeling states that influence peoples perceptions and evaluations of their experiences For e.g. positive moods of customers in a dance club heighten their service experience.

POST EXPERIENCE EVALUATION

Customers decide whether they will return or continue to patronize the service organization Word of mouth communication Attribution of dissatisfaction Positive or negative biases Brand loyalty

UNDERSTANDING DIFFERENCES AMONG CONSUMERS

Global differences: The role of culture Culture is learned,shared,multidimensional and transmitted from one generation to the next Values and attitudes differ across cultures Manners and customs Material culture Aesthetics Educational and social institutions

Group decision making Households: For e.g. a family choosing a vacation destination Organizations: Organizational consumers area special category of group customers

THANK YOU
BY ABDUL ANILA ELSA FATHIMA GILBA BONNY