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Chapter 2: Consumer behavior , culture and service encounters - Coggle…
Chapter 2: Consumer behavior , culture and service encounters
Customer's decision process
stage 2
stage 3
Stage 1
Evaluation of alternative services
Multi-attribute model( mô hình đa dạng thuộc tính): effective tool to understand how consumer make decisions, it also help company identify important features for customers then adjust their product and service
Consumers use important attributes to evaluate and compare the alternative offering of firms in their consideration set. each attribute have important weight, higher weight means more important.
Example: Susan want to buy a new phone , so she considers: price, brand, design and configuration( cấu hình) and she care much about price and configuraton like privce under 10million and configuration ram 8gb. Based on this she will delete phones which don't suitable with her demand and compare phones have the same features to find her best
Linear compensatory rule: compute the total score and chose the highest .
Conjunctive rule: based on the over total score in conjunction with minimum performance levels on one or several attributes
Service attribute
Information search: recognize the demand then find the solutions to satisfy
S1: Evoked set( tập hợp gợi nhớ): a list of choices that customer can think based on past experiences or external sources
S2: Consider set( tập hợp xem xét) among the options they have been thought about, consumers will narrow down to just a few that are most suitable for them to actually consider.
S3: Learn and evaluate: during the information search process, consumers will learn more about the factors they should consider( price, quality, service time) and compare options to see which best meet those requirements
Need arousal ( need awareness): the awareness of the need lead to search the information / nhu cầu được kích hoạt khi một tổ chức quyết định mua hoặc sử dụng một dịch vụ
people's unconscious mind( tiềm thức của con người) VD: one person wants to buy a high-end makeup features to show off her rich or want people recognize her wealthy
physical conditions ( điều kiện vật lí) VD: a girl feels hungry so she decide to buy food
external sources( social media or service firm's mkt activities( nguồn bên ngoài như mxh hay các hoạt động quảng cáo của doanh nghiệp) VD: you scroll the facebook and see many people use this product so that you fomo and buy this product to satisfy