Ch2 Flashcards
Pre-purchase Stage?
Need Arousal
Decision to buy or use a service is triggered by ?
Need Arousal
Triggers of need:
– Unconscious minds (e.g., personal identity and aspirations)
– Physical conditions (e.g., hunger )
– External sources (e.g., a service firm’s marketing activities)
……………a set of products and brands that a consumer considers during the decision-making process – that is derived from past experiences or external sources.
Evoked set
………….. help customers evaluate a product before purchase
– E.g., type of food, location, type of restaurant and price
Search attributes
…………..cannot be evaluated before purchase – E.g., the consumer will not know how much they will enjoy the
food, the service, and the atmosphere until the actual experience
Experience attributes
Give me example of Functional Risk
- Will this credit card be accepted wherever and whenever I want to make a purchase?
- Will the dry cleaner be able to remove stains from this jacket?
- Will I get access to a ride from the car sharing service when I need it?
- Will I lose money if I make the investment recommended by my robo- advisor?
- Could my credit card details be stolen if I register with this website?
- Will repairing my car cost more than the original estimate?
Is examples of ……….. risk
Financial Risk (monetary loss, unexpected costs)
- Will I have to wait in line for a long time before I can enter the exhibition?
- Will this online application work smoothly without me having to re-enter my data several times?
- Will the renovation of our bathroom be completed before our friends come to stay with us?
Is examples of ……….. risk
Temporal (wasting time, consequences of delay )
- Will there be complications or scars if I
go for this cosmetic surgery? - Will the contents of this package get damaged in the mail?
- Will there be a lot of germs in the vehicles of the car sharing service?
Is example of …… risk
Physical Risk (personal injury or damage to possessions)
Is example of…… risk
* Can I be sure that the equipment at theme park is safe?
* Will the consultant make me feel embarrassed or stupid?
* Will the doctor’s diagnosis upset me?
Is example of …… risk
Psychological Risk ( personal fears and emotions)
Give me examples of Sensory Risk
(unwanted effects on any of the five ﷼ senses)
- Will I get a view of the parking lot rather than the beach from my restaurant table? * Will I be kept awake by noise from the guests in the room next door? * Will my room smell of stale cigarette smoke?
Give me examples of Sensory Risk
(unwanted effects on any of the five senses)
- Will I get a view of the parking lot rather than the beach from my restaurant table?
- Will I be kept awake by noise from the guests in the room next door?
- Will my room smell of stale cigarette smoke?
How Might Consumers Handle Perceived Risk?
Seeking information from trusted and respected personal sources such as family, friends, and peers.
People usually
* Relying on a firm that has a good reputation.
* Looking for service guarantees and warranties.
To ?
Perceived Risk
………….. level of service quality that customer believes can and
should be delivered
“Wished-for”
Adequate Service Level
Minimum acceptable level of service
Predicted Service Level
- Service level that customer believes firm will actually deliver
- Customer predictions of service often are situation specific
Zone of Tolerance
- Acceptable range of variations in service delivery
- Exceeding the zone of tolerance can surprise and delight customers.
Purchase Decision will be simple if ?
if perceived risks are low and alternatives are clear
Purchase Decision will be complex when?
when trade-offs increase
In Service Encounter Stage
what is Service encounter?
Service encounter is a period of time during which a customer interacts directly with the service provider
– Might be brief or extend over a period of time
Models and frameworks:
In Service Encounter Stage
1.“Moments of Truth” – importance of managing touch points
2.High-/low-contact model – extent and nature of contact points
3.Servuction model – variations of interactions
4.Theater metaphor – “staging” service performances
In The Servuction System
The servuction model is ?
combining the terms “service” and “production”.
conceptualizes service businesses as systems that integrate:
– Marketing
– Operations
– Customers
- It shows what is experienced by customers.
Technical core:
In The Servuction System
Inputs are processed and service elements are created.
Typically back stage and invisible to the customer (e.g., kitchen in a restaurant).
It is where the final “assembly” takes place and the product is delivered to the customer.
Includes the visible part of the service
operations system — buildings, equipment, and personnel — and possibly other customers.
Service delivery system
It is where the final “assembly” takes place and the product is delivered to the customer.
Includes the visible part of the service
operations system — buildings, equipment, and personnel — and possibly other customers.
Service delivery system
……………………
Involves consumers’ attitudinal and behavioral responses to the service experience.
Post-Encounter Stage
In Post-Encounter Stage
Important consumer responses are:
– customer satisfaction
– service quality perceptions
– repeat purchase
– customer loyalty
In the post-encounter stage:
– Customers evaluate the service performance they have experienced
– Compare it with their prior expectations
…………….. is a high standard of performance that consistently meets or exceeds customer expectations.
Excellent service quality
