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Chapter2 dw


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Chapter2 dw

  1. 1. Consumer behaviour in services <ul><li>Search, experience, and credence properties </li></ul><ul><li>Consumer choice </li></ul><ul><li>Consumer experience </li></ul><ul><li>Post-experience evaluation </li></ul><ul><li>Understanding differences among consumers </li></ul>2 Chapter
  2. 2. Objectives for chapter 2: Consumer behaviour in services <ul><li>Enhance understanding of how consumers choose and evaluate services, through focusing on factors that are particularly relevant for services . </li></ul><ul><li>Describe how consumers judge goods versus services in terms of search, experience, and credence criteria. </li></ul><ul><li>Develop the elements of consumer behaviour that a services marketer must understand: choice behaviour, consumer experiences, and post-experience evaluation. </li></ul>
  3. 3. Objectives for chapter 2: Consumer behaviour in services (continued) <ul><li>Examine attitudes towards the use of self-service technologies </li></ul><ul><li>Explore how differences among consumers (cultural differences, group decision making) affect consumer behaviour and influence services marketing strategies . </li></ul>
  4. 4. Consumer evaluation processes for services <ul><li>Search qualities </li></ul><ul><ul><li>Attributes a consumer can determine prior to purchase of a product </li></ul></ul><ul><li>Experience qualities </li></ul><ul><ul><li>Attributes a consumer can determine after purchase (or during consumption) of a product </li></ul></ul>
  5. 5. Consumer evaluation processes for services (continued) <ul><li>Credence qualities </li></ul><ul><ul><li>Characteristics that may be impossible to evaluate even after purchase and consumption </li></ul></ul>
  6. 6. Figure 2.1 Continuum of evaluation for different types of products Clothing Jewelry Furniture Houses Automobiles Restaurant v meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Difficult to evaluate Easy to evaluate High in search qualities High in experience qualities High in credence qualities Most Goods Most Services
  7. 7. Figure 2.2 Stages in consumer decision making and evaluation of services
  8. 8. Need recognition Basic needs identified by Maslow Example Service provided Physiological Food Restaurant Safety, security Security Bodyguard services Social Friendship Dating agency Ego Self esteem Gym membership Self actualisation Enriching experience Bungee jumping
  9. 9. Evaluation of alternatives Self-service technologies (SSTS)
  10. 10. Issues to consider in examining the consumer’s service experience <ul><li>Services as processes </li></ul><ul><li>Service provision as drama </li></ul><ul><li>Service roles and scripts </li></ul><ul><li>The compatibility of service customers </li></ul><ul><li>Customer co-production </li></ul><ul><li>Emotion and mood </li></ul>
  11. 11. Issues to consider in examining post-experience evaluation <ul><li>Word-of-mouth communication </li></ul><ul><li>Attribution of dissatisfaction </li></ul><ul><li>Positive or negative biases </li></ul><ul><li>Brand loyalty </li></ul>
  12. 12. Understanding differences among consumers <ul><li>Cultural differences </li></ul><ul><ul><li>Values and attitudes </li></ul></ul><ul><ul><li>Manners and customs </li></ul></ul><ul><ul><li>Material/tangible features </li></ul></ul><ul><ul><li>Aesthetics </li></ul></ul><ul><li>Group decision making </li></ul><ul><ul><li>Households </li></ul></ul><ul><ul><li>Organisations </li></ul></ul>