Download Chapter 1 Understanding Services

MKT8003
Services marketing
Management
Faculty of Business and Law
Module 02
Consumer behavior:
customer expectations
and perceptions
2
Consumer’s Decision
Making Process
Consumer’s Decision
Making Process
Understanding cultural differences is
important in service marketing
because of its effects on the ways that
the customer evaluate and use
services
Service provision as drama
Hoftstede’s Cultural
Dimensions
The Service Encounter
Stage
Decision making process
Service encounter stage
Experience is marketing
Consumer behavior:
customer expectations and perceptions
Strategic implications of process type
• People-processing
High contact services
• Possession-processing
Medium contact services
• Mental-stimulus processing
Low contact services
• Information-processing
level of contact with the service
will significantly influence the
scope and structure of the service
marketing system
The Service Encounter
Stage
Defining Customer
Satisfaction

Satisfaction is derived from Latin – satis
(good enough or sufficient) and facio (to do or
make)

Satisfaction is a post-purchase evaluation of
the overall service experience

Satisfaction is an emotive state or feeling
reaction
Customer perceptions of quality and
customer satisfaction