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CH3 Student

This document discusses consumer evaluation processes for services. It notes that services are generally more difficult for consumers to evaluate than goods, as they have more experience and credence qualities that are harder to determine. It outlines Maslow's hierarchy of needs and the stages of consumer decision making for services, which is dominated by the consumer's experience. When examining a consumer's service experience, it is important to consider factors like expectations, scripts, relationships, and emotional responses.

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vasudevprasad
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© Attribution Non-Commercial (BY-NC)
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32 views

CH3 Student

This document discusses consumer evaluation processes for services. It notes that services are generally more difficult for consumers to evaluate than goods, as they have more experience and credence qualities that are harder to determine. It outlines Maslow's hierarchy of needs and the stages of consumer decision making for services, which is dominated by the consumer's experience. When examining a consumer's service experience, it is important to consider factors like expectations, scripts, relationships, and emotional responses.

Uploaded by

vasudevprasad
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Part 2

FOCUS ON THE CUSTOMER

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The Customer Gap

Consumer Evaluation Processes for Services


___________________

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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

___________________
characteristics that may be impossible to evaluate even after purchase and consumption

Continuum of Evaluation for Different Types of Products

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Most Goods
Easy to evaluate

Most Services
Difficult to evaluate

High in search High in experience High in credence qualities qualities qualities

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Consumer Behavior in Services


Consumer Choice
Need Recognition
Maslows Hierarchy of Needs

Maslows Hierarchy of Needs


Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs

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Consumer Behavior in Services


Consumer Choice
___________________

Information search
Personal and non-personal sources Perceived risk

Evaluation of service alternatives ___________________

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Consumer Behavior in Services


Consumer Experience
Dominates the evaluation process

___________________ Understanding Differences Among Consumers

Stages in Consumer Decision Making and Evaluation of Services

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Issues to Consider in Examining the Consumers Service Experience


___________________ Service provision as drama Service roles and scripts ___________________ Customer coproduction Emotion and mood

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