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Transcript of 3 Chapter Consumer Behavior in Services Search, Experience, and Credence Properties Consumer...
3ChapterChapter
Consumer Behavior in ServicesConsumer Behavior in Services
Search, Experience, and Credence Properties
Consumer Choice Consumer Experience Postexperience Evaluation Understanding Differences Among
Consumers
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Consumer Evaluation Processes for ServicesConsumer Evaluation Processes for Services
_____________ Qualities attributes a consumer can determine prior to purchase of a
product
________________ Qualities attributes a consumer can determine after purchase (or
during consumption) of a product
____________________ Qualities characteristics that may be impossible to evaluate even after
purchase and consumption
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Figure 3.2
Continuum of Evaluation for Different Types of Products
Figure 3.2
Continuum of Evaluation for Different Types of Products
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Difficult to evaluateEasy to evaluate
High in searchqualities
High in experiencequalities
High in credencequalities
MostGoods
MostServices
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Figure 3.3
Stages in Consumer Decision Making and Evaluation of Services
Figure 3.3
Stages in Consumer Decision Making and Evaluation of Services
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Stages in Consumer Decision Making and Evaluation of ServicesStages in Consumer Decision Making and Evaluation of Services
Consumer Choice Need Recognition – physiological, safety and security, social, ego,
self-actualization
Information search
Greater reliance on _______________ sources for services:
Experience qualities
Non-personal sources of information not readily available
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Stages in Consumer Decision Making and Evaluation of ServicesStages in Consumer Decision Making and Evaluation of Services
Evaluation of alternatives
____________________ of alternatives is smaller
Nonprofessional service providers often replace or compete with the customer
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Stages in Consumer Decision Making and Evaluation of Services
Stages in Consumer Decision Making and Evaluation of Services
Service Purchase
Production Purchase Consumption
Purchase Production
Consumption
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Stages in Consumer Decision Making and Evaluation of Services
Stages in Consumer Decision Making and Evaluation of Services
Consumer Experience Services as Processes – sequence of steps, actions, and
activities
Service Provision as DramaThe skill of service _______________ in performing their routines, the way they appear, and their commitment to the show
Ex: ____________________________The _______________ of the service – scenery, props,
and other physical cues to create desired impressions
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Stages in Consumer Decision Making and Evaluation of Services
Stages in Consumer Decision Making and Evaluation of Services
Service roles and scriptsService script: set of ordered actions, actors, and objects that, through repeated involvement, define what the customer expects
The Compatibility of Service Customers
Customer Coproduction –
Emotions and Moods
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Stages in Consumer Decision Making and Evaluation of Services
Stages in Consumer Decision Making and Evaluation of Services
Postexperience Evaluation (p. 67)
Attribution of dissatisfaction - the quality of many services depends on the ____________ the customer brings to the service encounter
Brand Loyalty – ____________ for services than goods; higher perceived risks means greater reliance on brand names; cost of switching brands
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
The Role of Culture in ServicesThe Role of Culture in Services
Culture affects: how we evaluate and use services how companies and service employees deal with
customers