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DigitalImagePowerPointtopany:Chapter2
Customerbehaviour,cultureandserviceencountersStudentNotes
Learningobjectives2.1Explainthethree-stagemodelofserviceconsumption2.2Describetheimpactofcultureuponconsumerbehaviourinservicesettings2.3Explaintherelevanceofperceivedriskandinformationsearchatthepre-purchasestageofthebuyingprocess2.4Describewhyroleandscripttheoryandcontroltheoryarecentraltounderstandingcustomerbehaviourinservicesettings2.5Explainwhyitisnecessarytounderstandcustomers’psychologicalneedsandvalues2.6Describethebasicmechanismthatunderpinstheformationofpost-purchasesatisfactionevaluations
UnderstandingcustomerbehaviourConsumerbehaviourisstronglyinfluencedbycultureAsian(Eastern,collectivist)culturesaredistinctlydifferentfromWestern(individualistic)cultures
ImpactofcultureCultureisthesumoflearnedbeliefs,valuesandcustomsthatcreatebehaviouralnormsforagivensocietyHofstedeidentifiedfourunderlyingdimensionsofculturalvalues: (1)collectivism/individualism (2)uncertaintyavoidance (3)powerdistance (4)masculinity/femininity
HongKongDisneylandOn12September2005,HongKongDisneylandResortanditsthemepark,HongKongDisneyland,officiallyopened.?ALEXHOFFORD/epa/Corbis
Thethree-stagemodelofserviceconsumptionPre-purchasedecisionmakingPurchaseandconsumption—theserviceencounterPost-encounterstage
Stage1:Pre-purchasedecisionmakingNeedarousalInformationsearchEvaluatingalternativesPerceivedriskRiskanduncertaintyaversionStrategiesforriskreductionInformationsourcesusedtoselectbusinessservices
NeedarousalPeople’sunconsciousminds(e.g.personalidentityandaspirations)
AjobinterviewmaytriggerrecognitionofneedforhairdressingservicesPhysicalconditions(e.g.yourhungerneeddroveyoutoStarbucksforbreakfast)ExternalsourcesCommercialcuesSocialcuesPhysicalcues
Informat
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