consumer behavior in services-lect # 3

8/9/2019 Consumer Behavior in Services-Lect # 3

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Consumer Behaviour in ServicesConsumer Behaviour in Services

Lecture # 3 Chapter # 3Lecture # 3 Chapter # 3


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OUTLINEOUTLINE

Search Experience, and Credence PropertiesSearch Experience, and Credence PropertiesConsumer ChoiceConsumer ChoiceConsumer ExperienceConsumer Experience

Post Experience EvaluationPost Experience EvaluationUnderstanding Difference Among ConsumersUnderstanding Difference Among Consumers


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Search Experience, and Credence PropertiesSearch Experience, and Credence Properties

tween two categories of properties of consumer products:hase or during consumption. Search qualitiesSearch qualities include coltely determined and evaluated before


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Search Experience, and Credence PropertiesSearch Experience, and Credence Properties

qualitiesqualities because their attributes cannot be fully known orevaluate even after purchase and consumption. Examplete weather these services are performed properly.


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Consumer ChoiceConsumer Choice

are concerned with is how customers choose and makehow customers choose and make

rnativesrnatives, andpurchase.purchase.tiontion.eds is fairly straightforward. Like at lunchtime, you recog


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vide food and water likely to become more noticeable. O

and visitors suffering from the strong heat.llowing the terrorist attacks on New York and Washington,


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to all cultures but are particularly important in the EastEast. In

do Westerners and therefore consume more services thservices thamere $466 in France. Consumers in all cultures use man


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y, and belonging are not enough for many consumers, esice such as health services, plastic surgery, teeth whitenihealth services, plastic surgery, teeth whitenisire to live up


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such as skydiving, jungle safaris, amusement parksskydiving, jungle safaris, amusement parks, for p

out goods and services that might satisfy this need. Seeacation package or a professional landscape serviceacation package or a professional landscape service.


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alalsuch as mass media and websites to gain information

e use of both personal and non-personal sources becausat extent onpersonal sourcespersonal sources for several reasons.


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r less about experience qualitiesexperience qualities. By asking friends or exp

ces is that many types of non-personal sources of informain in service industries clearly recognize the strong influein in service industries clearly recognize the strong influe


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hotographs, and even virtual tours. Consumers can also

l feel some uncertainty about the outcomeuncertainty about the outcome each time a searantees.arantees.


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y services are so technical or specialized that consumers

ing services suggests the use of various strategies to reis system helps to reduce the risk for consumers.


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reduce riskreduce risk. For example, child care centers often encou

o standardise their offerings so that consumers learn to ep in retail stores that display competing products in closeclose


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nk, a dry cleaner or a hair salonnk, a dry cleaner or a hair salon that almost always offer

eas they may find numerous retail stores carrying the idenllecting and evaluating experiences qualitiesexperiences qualities, consumers


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tives, this trend is most noticeable in airlines and hotels

forming the services for themselvesforming the services for themselves orhiring someone tohiring someone tocare. Consumers may consider themselves as sources o


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es is that most goods are fully produced at the factoryfully produced at the factoryprinknown at the point of purchasenknown at the point of purchase. In many cases the servir the service they


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with services such as vacation toursvacation tours , or ongoing services

igned prior to anything being produced at all. Because ofconsumers evaluate the actual experience of the service i


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Consumer ExperienceConsumer Experience

memorable experiences for their customers.memorable experiences for their customers. some provid

rstanding service experience and how customers evaluaggand unique.


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eption and evaluations of their experiences. Moods are di

se services are experiences, moods and emotions are cred more negativelyed more negativelythan he / she were in a cheerful and pcheerful and p


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be colored by the mood.colored by the mood. Even when other customers in a


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Post Experience EvaluationPost Experience Evaluation

evaluation that determines to a large degree weather th

t post-purchase and post-experience evaluations are mo


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t what consumers tell others about the service.consumers tell others about the service. Because

mportantportantfor service companies. The best way to getpositposittegytegyto curb negative word of mouth.curb negative word of mouth.


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cause the products did not fulfil the needs, or were not w

xtent in the definition and production of services, they maut; receiving the cut she desires depend on the part on he


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ing the wrong stylisting the wrong stylist, or fornot communicating her own nenot communicating her own ne

se history and clearly evaluating symptomsevaluating symptoms; dry cleaners. Failure to obtain satisfaction with any of these services


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ith products on the other hand the consumer just has to p

e, making it clear that if something goes wrong, it is not fntly about services than about goods because of their bel

P t E i E l ti


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d consumer behaviour that suggests that people rememrememb

ee than to think of positive experience.s of goods are the availability of substitutes, social ties to

U d di Diff A CU d t di Diff A C


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Understanding Differences Among ConsumersUnderstanding Differences Among Consumers

re. Japanese take very few vacations and normally spene to the special preferences of these big spending Japanbig spending Japan

U d t di Diff A CU d t di Diff A C


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Understanding Differences Among ConsumersUnderstanding Differences Among Consumers

h passenger, allowing viewing of Japanese, American orllection of animals and the small cages. To the Japanesemistreatment.


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THANK YOU & ALWAYSTRY TO HELP OTHERS

consumer behavior in services-lect # 3

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