book chapter 2

Question 1

search qualities

Answer 1

Attributes taht a consumer can determine before purchasing a product

Question 1

Experience qualities

Answer 1

Attributes that can be discerned only after purchase or during consumption

Question 2

Credence qualities

Answer 2

Includes characteristics that the consumer may find impossible to evaluate even after purchase and consumption

E.g. offerings high in credence qualities are insurance and brake replacement on cars. Few consumers possess a knowledge of risk or mechanical skills sufficient to evaluate whether these seervices are necessary or are performed properly.

Question 3

customer choice logical sequence

Answer 3

Need recognition, information search, evaluation of alternatives and purchase

Question 4

Need recognition

Answer 4

The recognition that a need or want exists. can fullfill maslows hierarchy of needs

Question 5

Maslow hierarchy of needs

Answer 5

physiological needs are biological needs

Safety and security (shelter, protection and security)

Social needs (for affection friendship or acceptance)

Ego (prestige, success and accomplishment)

Self-actualisation (self-fulfilment and enriching experiences)

Question 6

information search promotional sources

Answer 6

Can convey information about search qualities but can communicate far less about experience qualities

Question 7

customer opinion sources

Answer 7

use for services as you cant research

Question 8

Customers love self service technologies when:

Answer 8

They bail them out of a difficult situation

They are better than the interpersonal alternative (save time money and psychological costs)

They work as they are supposed to (leads to customers being impressed)

Question 9

customers hate self service technology when

Answer 9

They fail to work

They are poorly designed

The customer messes up

There is no service recovery (no other way of doing it)

Question 10

services as processes

Answer 10

services are actions or performances done for and with customers, they typically involve a sequence of steps actions and activitis.

Question 11

Service as theatre

Answer 11

A useful framework for describing and analysing service performances. Both the theatre and service organisations aim to create and maintain a desirable impression before an audience and recognise that the way to accomplish this is by carefully managing the actors and the physical setting of their behavior.

Question 12

service rolls

Answer 12

Are combinations of social cues taht guide and direct behavior in a given setting. e.g. hostess in a resaurant is to acknowledge and greet customers, find out how many people are in their group and then lead them to a table where they will eat

Question 13

customer co-production

Answer 13

e.g. counselling, personal training or education services have little value without the full participation of the client, who will most likely have extensive work todo between sessions

Question 14

Emotion and mood are

Answer 14

Critical factors that shape the perceived effectiveness of service encounters. If a service customer is in a bad mood when he or she enters a service establishment, service provision will likely be interpreted more negatively than if he or she were in a buoyant, positive mood

Question 15

post expereince evaluation

Answer 15

Customers form an evaluation that determines to a large degree whether they will return or continue to patronise the service organization

Question 16

Word of mouth communication

Answer 16

Becomes even more important for service companies because service companies are strongly influenced by the personal opinions of others

Question 17

positive or negative biases

Answer 17

People remember negative events and occurrences more than positive ones and are more influenced by negative information than by positive information.

Question 18

Brand loyalty
The degree to which consumers are committed to a particular brands of goods or services depends on a number of factors

Answer 18

: the cost of changing brands, the availability of substitutes, social ties to the company, the perceived risk associated with the purchase, and the satisfaction obtained in the past