Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Service Marketing
Document related concepts
Planned obsolescence wikipedia , lookup
Online shopping wikipedia , lookup
Customer relationship management wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Marketing communications wikipedia , lookup
Food marketing wikipedia , lookup
Target audience wikipedia , lookup
E-governance wikipedia , lookup
Multicultural marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Brand loyalty wikipedia , lookup
Emotional branding wikipedia , lookup
Product planning wikipedia , lookup
Visual merchandising wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Advertising campaign wikipedia , lookup
Green marketing wikipedia , lookup
Supermarket wikipedia , lookup
Global marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Customer experience wikipedia , lookup
Customer satisfaction wikipedia , lookup
Customer engagement wikipedia , lookup
Marketing channel wikipedia , lookup
Services marketing wikipedia , lookup
Transcript
MKT 5207 Service Marketing Afjal Hossain Assistant Professor Department of Marketing Chapter 03 Customer Behavior in Services The Customer Gap Customer Gap Consumer Evaluation Processes for Services • Search Qualities – 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 • Credence Qualities – 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 High in search High in experience High in credence qualities qualities qualities Figure 3.2 Stages in Consumer Decision Making and Evaluation of Services Figure 3.3 Issues to Consider in Examining the Consumer’s Service Choice • Need recognition • Information search • Evaluation of service alternatives • Service purchase Issues to Consider in Examining the Consumer’s Service Experience • Services as processes • Service provision as drama • Service roles and scripts • The compatibility of service customers • Customer coproduction • Emotion and mood Issues to Consider in Examining the Consumer’s Service Postexperience evaluation • Word-of-mouth communication • Attribution of dissatisfaction • Positive or negative biases • Brand loyalty Understanding differences among consumers • Global difference: The role of culture » » » » » Values and attributes differ across culture Manners and customs Material culture Aesthetics Educational and Social institutions • Group decision making » Households » organizations Thank You
