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    Consumer Behavior in Services MARKETING

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    vishnuprasadtu
    The document discusses consumer behavior in the context of services. It outlines five categories of consumer behavior: information search, evaluation of alternatives, purchase/consumption, post-purchase evaluation, and the role of culture. It also discusses how consumers evaluate services based on search qualities, experience qualities, and credence qualities. The consumer decision making process is outlined as need recognition, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. Customer expectations are beliefs about service delivery that act as standards, and can be desired expectations or adequate expectations.

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    Consumer Behavior in Services MARKETING

    Uploaded by

    vishnuprasadtu
    94 views16 pages
    The document discusses consumer behavior in the context of services. It outlines five categories of consumer behavior: information search, evaluation of alternatives, purchase/consumption, post-purchase evaluation, and the role of culture. It also discusses how consumers evaluate services based on search qualities, experience qualities, and credence qualities. The consumer decision making process is outlined as need recognition, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. Customer expectations are beliefs about service delivery that act as standards, and can be desired expectations or adequate expectations.

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    The document discusses consumer behavior in the context of services. It outlines five categories of consumer behavior: information search, evaluation of alternatives, purchase/consumption, post-purchase evaluation, and the role of culture. It also discusses how consumers evaluate services based on search qualities, experience qualities, and credence qualities. The consumer decision making process is outlined as need recognition, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. Customer expectations are beliefs about service delivery that act as standards, and can be desired expectations or adequate expectations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    94 views16 pages

    Consumer Behavior in Services MARKETING

    Uploaded by

    vishnuprasadtu
    The document discusses consumer behavior in the context of services. It outlines five categories of consumer behavior: information search, evaluation of alternatives, purchase/consumption, post-purchase evaluation, and the role of culture. It also discusses how consumers evaluate services based on search qualities, experience qualities, and credence qualities. The consumer decision making process is outlined as need recognition, information search, alternative evaluation, purchase/consumption, and post-purchase evaluation. Customer expectations are beliefs about service delivery that act as standards, and can be desired expectations or adequate expectations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Consumer Behavior in Services

    Vishnuprasad T.U

    Consumer behavior
    According to Solomon Consumer behavior is the process involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and wants.

    By introducing the aspects of consumer behavior that a marketer must understand the five categories of consumer behavior: Information search. Evaluation of service alternatives. Service purchase and consumption. Post purchase evaluation. Role of culture.

    Consumer Evaluation Processes for Services


    Search attributes - Attributes that a consumer can determine before the purchase. Experience attributes - Attributes a consumer can determine after purchase (or during consumption) of a service. Credence attributes - Characteristics that may be impossible to evaluate even after purchase and consumption.

    Continuum of Evaluation for Different Types of Products

    Most Goods

    Most Services

    Easy to evaluate

    Difficult to evaluate Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacations Haircuts Child care Television repair Legal services Root canals High Auto repair in credence Medical diagnosis qualities

    High in search qualities

    High in experience qualities

    Consumer Decision Making Process


    1 Need recognition. 2 Search for information. 3 Evaluation of alternatives. 4 Purchase and consumption, and 5 Post-purchase evaluation.

    Customer Expectation Of Services


    Customer Expectation are beliefs about service delivery that function as standards or reference points against which performance is judged.

    Two Level of Customer Service Expectations


    Service Expectations are broadly classified into two type. 1.Desired Service Expectations. 2.Adequate Service Expectations.

    Desired Service Expectations.


    It means the level of service customer hopes to receive.
    o o

    Ideal Expectations Normative Expectations

    Adequate Service Expectations.


    Adequate service expectation which has minimum threshold level, which acceptable by the customer.
    Experience Based expectations Acceptable expectations Minimum tolerable expectations

    Zone Of Tolerance
    Desired Service

    Zone Of Tolerance

    Adequate Service

    The gap between the Desired and Adequate service has been called the Zone Of Tolerance

    Factors influencing Customer Expectation of Service

    Source of desired service expectation. Source of Adequate Service expectation. Source of both desired and predicted service expectation.

    Source of desired service expectation.


    Personal needs Enduring service intensifiers

    Source of Adequate Service expectation.


    Transitory service intensifiers. Perceived service alternatives. Customer self perceived service role. Situational factors. Predicted services

    Source of both desired and predicted service expectation.

    Explicit service promises. Implicit service promises. Word of mouth communication. Past experience.

    THANK YOU

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