lecture 2 Flashcards
Services framework 2
Tangible actions x people
People processing
tangible actions x possessions
Possession processing
Intangible actions x people
mental stimulus processing
intangible actions x possessions:
Information processing
People processing
Involvement customer
investment in time and effort
Process/output –> advantages
non-Financial costs (time, mentally/physically, fear/pain)
Examples: public transport, health service, sports club
Possession processing
separate consumption/production
involvement customer
Examples:
Freight transport
Repair service
Storage
Cleaning service
Mental stimulus processing
thoughts/memory/attitudes
involvement customer
Active presence compared to the previous passive
Information transformation
e.g. Education services, information services, psychotherapy, art and entertainment services
Information processing:
tangibility
Involvement customer
(habits + tradition not operational process)
e.g. Accountants, research, consultancy or lawyer
Types of attribute
search attribute: attributes that are accessible and easy to find (high for goods, low for services)
Experience attributes: attributes you cannot judge before you buy, but only once you use the service (low for goods and high for service)
Credence attributes: Attributes you cannot judge even after youve had the service (e.g. car repair, you dont know wtf he did)
Affectivities/script <-> output
stages in service consumption (service customer)
orientation
choice
Consumption (specification, operation, completion)
Post-consumption evaluation
Stages of service consumption (service provider)
Attracction
Conversion
Delivery
Retention
Orientation (information search)
Heterogeneity
High risk = probability of negative consequences * severity of consequences
Intangibility and experience-credence
High uncertainty = extent to which outcomes are unpredictable
search - experience attributes
the most tangible things are searched up bc they are easiest to evaluate the service by, but the evaluation rank is different than what they be looking for
High risk and uncertainty - limited experience and knowledge matrix:
Ability to evaluate high, motivation to evaluate low: Many products
Ability to evaluate low, Motivation to evaluate high: many services
External information sources
Personal independent:
“other consumers, second opinion, independent consultant
Personal dependent:
Sales person, service provider
Inpersonal independent:
Consumer organization, government agency
Inpersonal dependent:
Advertising, sales promotion, public relations
Choice sets:
total set
Currently activated set & currently not activated set
Currently not activated set is Remembered set and unknown set
Currently activated set -> Consideration set, hold set, fuzzy set, reject set
-> preference & acceptable set
Choice heuristics: Disjunctive
Determine acceptable value (AV) for each attribute
Choose first option with at least one AV
Choice heuristics: conjunctive
Determine minimum value for each attribute and choose first option that performs at or exceeds all minimum values
