customer_decision_making_in_services.pptx

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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3-2

The Customer Gap


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3-3

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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3-4

Continuum of Evaluation

for Different Types of Products

C lot h

i ng

Je

wel r

y

Fu

rnitur e

Ho

use

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uto

mo

bi l

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ta u

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tme

als

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cation

s

Ha

ircuts

C hil

dcare

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le visio

nrep

air

$e g

alse

rvic

es

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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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3-5

Consumer Behavior in Services

Consumer Choice eed !ecognition %aslows Hierarchy of eeds


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3-6

Maslows Hierarchy of NeedsMaslows Hierarchy of Needs

Esteem Needs

Social Needs

Safety Needs

Physioloical Needs

Self!"ctuali#ation


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3-7


Consumer Choice ___________________

*nformation search +ersonal and non,personal sources

+erceived ris-

Evaluation of service alternatives

___________________


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3-8


Consumer Experience &ominates the evaluation process

___________________.nderstanding &ifferences mong

Consumers


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3-9

Staes in Consumer Decision Ma$in andEvaluation of Services


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3-10

*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

customer_decision_making_in_services.pptx

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