Customer_Decision_Making_in_Services.pptx
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Transcript of Customer_Decision_Making_in_Services.pptx
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7/21/2019 Customer_Decision_Making_in_Services.pptx
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3-1
FOCUS ON THE
CUSTOMER
FOCUS ON THE
CUSTOMER
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The Customer Gap
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Consumer EvaluationProcesses for Services
___________________ attributes a consumer can determine prior to purchase of
a product
Experience Qualities attributes a consumer can determine after purchase (or
during consumption) of a product
___________________ characteristics that may be impossible to evaluate even
after purchase and consumption
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Continuum of Evaluation
for Different Types of Products
C lot h
i ng
Je
wel r
y
Fu
rnitur e
Ho
use
s
uto
mo
bi l
es
!es
ta u
ran
tme
als
"a
cation
s
Ha
ircuts
C hil
dcare
#e
le visio
nrep
air
$e g
alse
rvic
es
!
ootc
anals
uto
r epa
ir
%ed
ica
ld
iagn
osis
&ifficult to evaluateEasy to evaluate
High in search
'ualitiesHigh in experience
'ualities
High in credence
'ualities
Most
Goods
Most
Services
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Consumer Behavior in Services
Consumer Choice eed !ecognition %aslows Hierarchy of eeds
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Maslows Hierarchy of NeedsMaslows Hierarchy of Needs
Esteem Needs
Social Needs
Safety Needs
Physioloical Needs
Self!"ctuali#ation
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Consumer Behavior in Services
Consumer Choice ___________________
*nformation search +ersonal and non,personal sources
+erceived ris-
Evaluation of service alternatives
___________________
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Consumer Behavior in Services
Consumer Experience &ominates the evaluation process
___________________.nderstanding &ifferences mong
Consumers
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Staes in Consumer Decision Ma$in andEvaluation of Services
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*ssues to Consider in Examining the
Consumers /ervice Experience
*ssues to Consider in Examining the
Consumers /ervice Experience
___________________
/ervice provision as drama
/ervice roles and scripts
___________________
Customer coproduction
Emotion and mood