This document discusses consumer behavior in service encounters. It defines the consumer decision process as having three stages: pre-purchase, the encounter, and post-purchase. In the pre-purchase stage, consumers go through problem recognition, information search, and evaluation of alternatives. The encounter stage involves purchasing/consuming the service and any emotions involved. In the post-purchase stage, consumers assess the value of consuming the service. The document also discusses factors that influence customer expectations, such as internal factors and competition, and strategies to enhance customer perceptions like accurate satisfaction measurement and managing each encounter.

1. ASSIGNMENT OF SERVICE
MARKETING
• SUBITTED TO:
PROF. PRIYANKA
• SUBITTED BY:
PRIYA , AMAN
3490 , 3452
M.COM. 4TH
SEM.

2. CONSUMER BEHAVIOUR IN
SERVICES IN ENCOUNTER
A Firm needs to analyze buying behavior of
consumer to get insights into the buyer’s
reactions to a firms marketing strategy
because that has great impact on the
firm’s success.
By understanding buying
behaviors of consumers, marketers can
better predict how consumer will respond
to marketing strategies .

3. DEFINITION
• BUYER DECISIONS PROCESSES ARE
“Processes undertaker by consumer in regard
potential market transaction before , during and
after the purchase of a product or services.”
• The consumer decisions processes is road map
of consumer’s mind that marketer and managers
can use to help guide product mix ,
communication and sales strategies.

4. EVALUATION
PROCESS
a) The search quality
b) The experience quality
c) The credence quality

5. CONSUMER PURCHASE
DECISION PROCESS
A. PRE-PURCHASE STAGE
B. THE ENCOUNTER
C. POST- PURCHASE STAGE

6. A. PRE-PURCHASE STAGE
PRE-PURCHASE
STAGE
PROBLEM
RECOGNITION
INFORMATION
SEARCH
EVALUATION OF
ALTERNATIVE

7. B. SERVICE ENCOUNTER
STAGE
• SERVICES PURCHASE AND
CONSUMPTION
EMOTIONS &
MOODS
SERVICE AS
A DRAMA

8. C. THE POST-PURCHASE
STAGE
• POST PURCHASE BEHAVIOR: VALUE
IN CONSUMPTION OR USE

9. INVOLVEMENT & PROBLEM
SOLVING VARIATIONS
• A high involvement purchase
• A low involvement purchase

10. PROBLEM SOLVING
VARIATIONS
1. Routine problem solving
2. Limited problem solving
3. Extended problem solving

11. CUSTOMER NEEDS &
EXPECTATIONS
• Customer expectations are the needs ,
wants and pre conceived ideas of a
customer about a product or services. The
level of customer services is also a factor
and a customer might to encounter
effeciency , helpfulness , reliability ,
confidence in the staff. If an organization
is able to understand and meet customer
expectation, then customer satisfaction
may be easily attained .

12. TYPES OF SERVICES
EXPECTATIONS
• IDEAL SERVICES LEVEL
• DESIRED SERVICES LEVEL
• ADEQUATE SERVICES LEVEL
• PREDICTED SERVICES LEVEL

13. FACTORS THAT INFLUENCE
EXPECTATIONS
 INTERNAL FACTORS
SITUATIONAL FACTORS
FIRM PRODUCED FACTORS
COMPETITION FACTORS

14. MANAGING CUSTOMER
SERVICE EXPECTATIONS
 BE CALCULATING
WATCH FOR CHANGES
MANAGING PROMISES
GETTING IT RIGHT THE FIRST TIME
Customer satisfaction =
performance
Customer expectation

15. CUSTOMER PERCEPTIONS
1) Service quality
* interaction quality
* physical environment quality
* outcome quality
2) Customer satisfaction

16. STRETEGIES TO ENHANCE
CUSTOMER PERCEPTIONS
I. Accurate measurement and
management of customer satisfaction.
II. Make each service encounter a
favorable one.
III. Aim towards total customer quality at
all fronts.
IV. Manage the services evidence by
reinforcing perceptions.

17. CONCLUSION
• WHEN FOLLOW UP IS NECESSARY ,
TELLING THE CUSTOMER WHAT TO
EXPECT CAN SIGNIFICANTLY
INCREASE HIS OR HER
SATISFACTION. COMPANIES SHOULD
TRAIN EMPLOYEES TO LISTEN TO
CUSTOMER.