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L2: Consumer Behav. in a Services Context (2️⃣ Service encounter (Service…
L2: Consumer Behav. in a Services Context
2️⃣ Service encounter
Understanding the Servuction System
Service Delivery: Front-stage
Service Production: Back-stage
Theatre as metaphor for service delivery
Service encounters range from HIGH to LOW contact
Mid context: car repair, telephone banking, movie theatre
Low context: iBanking, cable tv, insurance
High context: airline travel, nursing homes, haircut, posh restaurants
3️⃣ Post-purchase
Evaluation of service performance
Performance Expectations + Perceived Performance = Confirmation/Disconfirmation = Satisfaction Outcome
Customer delight: Going Beyond Satisfaction
3 components
Arousal e.g. surprise, excitement
Positive affect e.g. pleasure, joy
Unexpectedly high levels of performance
If service level return to previous levels = dissatisfaction. Becomes more difficult to delight customers.
1️⃣ Pre-purchase
Information search
Evoked Set
Consideration
Where?
Evaluation of Alternatives
Multi-attribute model
Perceived risks
Social: How customers feel, react, think
Sensory: 5 senses, unwanted effects
Financial: Unexpected costs
Physical: Damage, injury
Functional: Performance outcomes
Psychological: Emotions
Temporal: Waiting time and delays
Service attributes
Credence attributes: Characteristics that customers find it hard to evaluate even AFTER purchase e.g. computer repair, surgeries
Experience attributes: Cannot be evaluated way BEFORE purchase e.g. meals @ restaurants, haircuts, hotel stays
Search attributes: Tangible characteristics that customers can evaluate BEFORE purchase e.g. clothing, furniture, motor vehicles
Awareness of need
Physical conditions
External source
Unconscious mind
Purchase decisions
Select the best options
Simple - low perceived risks / clear options
Price is the key factor
Complex - trade-offs
Service Expectations
Adequate Service
Predicted Service
Desired Service