Ch2 Flashcards
(32 cards)
Pre-purchase Stage?
Need Arousal
Decision to buy or use a service is triggered by ?
Need Arousal
Triggers of need:
– Unconscious minds (e.g., personal identity and aspirations)
– Physical conditions (e.g., hunger )
– External sources (e.g., a service firm’s marketing activities)
……………a set of products and brands that a consumer considers during the decision-making process – that is derived from past experiences or external sources.
Evoked set
………….. help customers evaluate a product before purchase
– E.g., type of food, location, type of restaurant and price
Search attributes
…………..cannot be evaluated before purchase – E.g., the consumer will not know how much they will enjoy the
food, the service, and the atmosphere until the actual experience
Experience attributes
Give me example of Functional Risk
- Will this credit card be accepted wherever and whenever I want to make a purchase?
- Will the dry cleaner be able to remove stains from this jacket?
- Will I get access to a ride from the car sharing service when I need it?
- Will I lose money if I make the investment recommended by my robo- advisor?
- Could my credit card details be stolen if I register with this website?
- Will repairing my car cost more than the original estimate?
Is examples of ……….. risk
Financial Risk (monetary loss, unexpected costs)
- Will I have to wait in line for a long time before I can enter the exhibition?
- Will this online application work smoothly without me having to re-enter my data several times?
- Will the renovation of our bathroom be completed before our friends come to stay with us?
Is examples of ……….. risk
Temporal (wasting time, consequences of delay )
- Will there be complications or scars if I
go for this cosmetic surgery? - Will the contents of this package get damaged in the mail?
- Will there be a lot of germs in the vehicles of the car sharing service?
Is example of …… risk
Physical Risk (personal injury or damage to possessions)
Is example of…… risk
* Can I be sure that the equipment at theme park is safe?
* Will the consultant make me feel embarrassed or stupid?
* Will the doctor’s diagnosis upset me?
Is example of …… risk
Psychological Risk ( personal fears and emotions)
Give me examples of Sensory Risk
(unwanted effects on any of the five ﷼ senses)
- Will I get a view of the parking lot rather than the beach from my restaurant table? * Will I be kept awake by noise from the guests in the room next door? * Will my room smell of stale cigarette smoke?
Give me examples of Sensory Risk
(unwanted effects on any of the five senses)
- Will I get a view of the parking lot rather than the beach from my restaurant table?
- Will I be kept awake by noise from the guests in the room next door?
- Will my room smell of stale cigarette smoke?
How Might Consumers Handle Perceived Risk?
Seeking information from trusted and respected personal sources such as family, friends, and peers.
People usually
* Relying on a firm that has a good reputation.
* Looking for service guarantees and warranties.
To ?
Perceived Risk
………….. level of service quality that customer believes can and
should be delivered
“Wished-for”
Adequate Service Level
Minimum acceptable level of service
Predicted Service Level
- Service level that customer believes firm will actually deliver
- Customer predictions of service often are situation specific
Zone of Tolerance
- Acceptable range of variations in service delivery
- Exceeding the zone of tolerance can surprise and delight customers.
Purchase Decision will be simple if ?
if perceived risks are low and alternatives are clear
Purchase Decision will be complex when?
when trade-offs increase
In Service Encounter Stage
what is Service encounter?
Service encounter is a period of time during which a customer interacts directly with the service provider
– Might be brief or extend over a period of time
Models and frameworks:
In Service Encounter Stage
1.“Moments of Truth” – importance of managing touch points
2.High-/low-contact model – extent and nature of contact points
3.Servuction model – variations of interactions
4.Theater metaphor – “staging” service performances
In The Servuction System
The servuction model is ?
combining the terms “service” and “production”.
