服务业营销lecture-04.pdfVIP

LESSON 4 CONSUMER BEHAVIOUR The objective of this lesson is to have an insight into: Consumer buying decision-making process. Customer evaluation of services. Customer and service quality. CONSUMER BEHAVIOUR Consumers go through a decision-making process that can include up to five steps. We will use an adapted version of these steps to organize the information in this chapter. 1 Need recognition the customer has a need to fulfill or a problem to solve. 2 Information search the customer seeks out information to help satisfy the need. 3 Evaluation of alternatives The customer selects a subset of the alternatives and evaluates them. 4 Purchase The customer chooses a particular brand and then buys it. 5 Purchase outcomes The customer evaluates the choice made and decides whether it lives up to expectations. SERVICES: CATEGORIES IN THE DECISION-MAKING PROCESS AND FRAMEWORK OF THE CHAPTER Using an adaptation of the basic consumer decision-making process shown in Exhibit 2-1, we have organized this chapter into four main categories: (1) information search, (2) evaluation- of alternatives, (3) purchase and--consumption, and (4) post purchase evaluation (Figure 2-2). In purchase of services, these categories do not occur in a linear sequence the way they most often do in the purchase of goods. As you will see in this chapter, once of the major differences between goods and services is that a greater portion of the evaluation of services succeeds purchase and consumption than is the case with goods. Therefore, while our categorization here follows the sequence consumer’s use with goods, we will show how these stages in services depart from evaluation of goods. Information Search Use of Personal Sources Consume