chatper 2 Flashcards
need recognition (basically maslow i believe)
1) physiological needs are biological needs such as food, water and sleep
2) Safety and security needs include shelter, protection and security
3) social needs are for affection, friendship and acceptance
4) ego needs are for prestige, success, accomplishment and self-esteem
5)Self-actualization involves self-fulfillment and enriching experiences.
customers may have strong feelings about self service technologies, the love them when
they bail them out of difficult situations
They are better than the interpersonal alternative
They work as they are supposed to
Customers hate self service technology when
They fail to work
They are poorly designed
The customer messes up
There is no service recovery
service roles
are combinations of social cues that guide and direct behaviour in a given setting. Just as there are roles in dramatic performances, there are roles in service delivery
service script
influences the effectiveness of role performance
The logical sequence of events expected by the customer, involving him or her as either a participant or an observer
Service scripts consist of sequences of actions associated with actors and objects that, through repeated involvement, define what the customer exxpects
customer co-production
service users also play a customer co-production role that can have profound influence on the service experience. For example, counselling, personal training or eductational services that have little value without the full participation of the client, who will most likely havke extensive work to do between sessions. E.g. workout helper guy
word of mouth communication
because service consumers are strongly influenced by the personal opinions of others, understanding and controlling word-of-mouth communication becomes even more important for service companies. The best way to get positive word of mouth is, o course, to create memorable and positive service experiences. When service is unsatisfactory, it is critical to have an effective service recovery strategy to curb negative word of mouth.
positive or negative biases (what do consumers remember)
consumers remember negative events better than positive events
Culture (global differenes in consumers)
culture represents the common values, norms and behaviours of a particular group and is often identified with nations or ethnicity. Culture is learned, shared, multidimensional and transmitted from one generation to the next Understanding cultural differences is important in services marketing because of its effects on the ways that customers evaluate and use services. Culture also influences how companies and their service employees interact with customers.
Differences among customers due to culture
values and attitudes differ across cultures
Manners and customers: represent a cultures views of appropriate ways of behaving. It is important to monitor differences in manners and customers because they can have a direct effect on the service encounter.
Material culture: what people own and how they use it and display material posessions
Aesthetics: refer to cultural ideas about beauty and good taste
Group decision making (groups)
household
Organizations
