+ All Categories
Home > Documents > CB in Services

CB in Services

Date post: 29-Jan-2016
Category:
Upload: zain-khokhar
View: 213 times
Download: 0 times
Share this document with a friend
Popular Tags:
16
Consumer Behavior in Services M. Kashif Saeed Assistant Professor of Marketing Fall 2015 GIFT University Gujranwala
Transcript
Page 1: CB in Services

Consumer Behavior in Services

M. Kashif Saeed Assistant Professor of MarketingFall 2015GIFT University Gujranwala

Page 2: CB in Services

Presentation Agenda

Search, Experience, and Credence Properties

Consumer Choice

Consumer Experience

Post-experience Evaluation

Understanding Differences Among Consumers

Page 3: CB in Services

Service as Theater

“ All the world’s a stage and

all the men and women merely players. They have their exits and their entrances and each man in his time plays many parts”

William Shakespeare

Page 4: CB in Services

Expectedservice

Perceivedservice

Customer Gap

The Customer Gap

Page 5: CB in Services

Where Does the Customer Fit in a Service Organization?

• Consumers rarely involved in manufacture of goods but often participate in service creation and delivery

• Challenge for service marketers is to understand how customers interact with service operations• People processing (e.g., motel stay): customer is physically

involved throughout entire process• Possession processing (e.g., DVD repair): involvement may be

limited to drop off of physical item/description of problem and subsequent pick up

• Mental stimulus processing (e.g., weather forecast): involvement is mental, not physical; here customer simply receives output and acts on it

• Information processing (e.g., health insurance): involvement is mental - specify information upfront and later receive documentation of coverage

Page 6: CB in Services

High-Contact and Low-Contact Services

High Contact Services

• Customers visit service facility and remain throughout service delivery

• Active contact between customers and service personnel

• Includes most people-processing servicesLow Contact Services

• Little or no physical contact with service personnel

• Contact usually at arm’s length through electronic or physical distribution channels

• New technologies (e.g. Web) help reduce contact levels

Page 7: CB in Services

Managing Service Encounters

• Service encounter: A period of time during which customers interact directly with a service

• Moments of truth: Defining points in service delivery where customers interact with employees or equipment

• Critical incidents: specific encounters that result in especially satisfying/dissatisfying outcomes for either customers or service employees

Page 8: CB in Services

Continuum of Evaluation for Different Types of Products

Clo

thin

g

Jew

elr

y

Fu

rnit

ur e

Hou

ses

Au

tom

ob

iles

Rest

au

ran

t m

eals

Vaca

tion

s

Hai r

cuts

Ch

ild

care

Tele

visi

on

rep

air

Leg

al se

rvic

es

Root

can

als

Au

to r

ep

air

Med

ical d

iag

nosi

s

Difficult to evaluateEasy to evaluate

High in searchqualities

High in experiencequalities

High in credencequalities

MostGoods

MostServices

Page 9: CB in Services

Stages in Consumer Decision Making and Evaluation of Services

Page 10: CB in Services

Need Recognition in services

Page 11: CB in Services

Information search in Services

• “Personal risk is high in services as compared to Goods”

• Financial risk• Time risk• Performance risk• Social risk• Psychological risk

Page 12: CB in Services

Evaluation of service alternates

• Small evoked set in services

“Competing products are not in close proximity as in Goods”

“Difficulty of obtaining adequate information before purchase”

Page 13: CB in Services

Service purchase

• Consumer experience

• Service as processes

• Service as Drama

• Emotion and Mood

Page 14: CB in Services

Post experience evaluation

• Word of mouth communication (Get memorable and unique service experience)

• Attribution of dissatisfaction

• Positive or negative biases

• Brand loyalty

Page 15: CB in Services

Understanding differences among consumers

- Cultural dimensions

- Time orientation


Recommended