Presentation on Customer Buying Behavior in Services for Marketing Specialization Students

1. Consumer Buying Behavior in Services

2. Pre Purchase
• Awareness of Need
• Information Search
• Evaluation of Alternatives
• Purchase Decision
Service Encounter
• Face to Face Encounter
• Telephonic Encounter
• Remote Encounter
Post Encounter Stage
• Evaluation of Service performance
• Future Intentions
Three Stage Model

3. Consumer Decision making
Process
 Need recognition
 Information Search
 Evaluation of Alter natives
 Service Purchase
 Post Purchase Evaluation

4. Need recognition

5. Information Search
 Internal Sources
 External Sources
◦ Personal sources
◦ Non-personal sources
Types of risk
 Financial Risk
 Time Risk
 Performance Risk
 Social Risk
 Psychological Risk
 Physical Risk

6. Evaluation of Alternatives-
Properties related to Services
 Search Qualities
 Experience Qualities
 Credence Qualities

7. Purchase Decision

8. Service Encounter
 Face to face Encounter
 Telephonic Encounter
 Remote Encounter

9. Consumer Experience
 Services as process
 Service as drama
 Services Roles and Scripts
 Compatibility of service customers
 Customer Co-production
 Emotion and Mood

10. Post Encounter Stage
 Evaluation of Service (Negative or
Positive)
◦ Word of Mouth Communication
◦ Attribute of Dissatisfaction
 Future Intentions
◦ To continue or search for a better
alternative