第2讲服务消费者行为.pptVIP

Services Marketing 工商管理学院　张毓峰 Tel(home)Email: yufengzhang626@ 2.CUSTOMER BEHAVIOR IN SERVICES Services:Search versus Experience versus Credence Properties? Services:Categories in the Decision-making Process --Information Search --Evaluation of Alternatives --Purchase and Consumption --Post-purchase Evaluation Services:Search versus Experience versus Credence Properties(Qualities)? Search quality: attributes that a consumer can determine before purchasing a product. (color,style,price,fit,feel,hardness,smell) Experience quality: attributes that can only be discerned after purchase or during consumption.(taste,wearability) Credence(信任) quality: attributes that consumer may find impossible to evaluate after purchase or consumption.(especially services provided by professional and specialists) FIGURE2-1: Continuum of evaluation for different types of products Figure2-1 Categories in consumer decision-making and evaluation of services Information Search Proposition 1: Consumers seek and rely more on information from Personal Sources when evaluating services before purchase. Proposition 2: Consumers engage in greater post-purchase evaluation and information-seeking with services than goods(?experience qualities ). Information Search Proposition 3: Consumers engage in more post-purchase evaluation than pre-purchase evaluation when selecting and consuming services. Proposition 4: Consumers perceive greater risks when buying services than when buying goods. Evaluation of Alternatives Proposition 5: The consumer’s evoked set of alternatives is smaller with services than with goods. Proposition 6: For many nonprofessional services,the consumer’evoked set frequently includes self-provision of the service. Evaluation of Alternatives Proposition 7: Positive(negative) moods and emotions enhance(decrease) the likelihood(可能性) of performance of behaviors with positive expected outcomes. Propos