3b. Consumer Behavior for Services.pptVIP

Consumer Behaviour for Services By Dr. Kevin Lance Jones Consumer Behaviour Service Differences Intangibility problem Consumer involvement Perceived Risk Sources of Information Consumer Evaluation Processes for Services Search Qualities attributes a consumer can determine prior to purchase of a product Experience Qualities attributes a consumer can determine after purchase (or during consumption) of a product Credence Qualities characteristics that may be impossible to evaluate even after purchase and consumption Continuum of Evaluation forDifferent Types of Products Services - Decision Making Process Categories in Consumer Decision-Making and Evaluation of Services Consumer Categories in Decision-Making and Evaluation of Services Key Issues for Decision Making Who is involved in the decision making process? How long does the process take? What is the set of competing services from which consumers make their choice? What is the relative importance attached by decision makers to different elements of the service offer? What sources of information are used in evaluating competing service offers? Maslow’s Hierarchy of Needs Information Sources Previous personal experience Word of Mouth recommendation (WOM) Reference groups Media communications Internet sources Evaluation of Alternatives A process of choice reduction. ‘Rules’ based approaches used. Critical attributes, average score of all attributes, or weighted attributes. Perceived Risk Factors affecting perceived risk: The level of tangible evidence Buyer involvement New purchase Personal risk tolerance Situational factors Legal safeguards Discussion ExerciseDifferences Between the Service Experience in China and Other Countries Authenticity Caring Control Courtesy Formality Friendliness Personalization Promptness * * Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Difficult