Consumer Behavior in Services (Chapter 3)

1
Consumer Behavior in Services(Chapter 3)

• Services Consumers
• Properties of Products
• Consumer Decision-Making Process for Services

2
Services Consumers

• have a more difficult time evaluating and
  choosing services than goods because

3
Evaluation Processes for Services

• Search Qualities
• examples
• Experience Qualities
• examples
• Credence Qualities
• examples

4
Evaluating Services
Most Goods
Most Services
Difficult to evaluate
Easy to evaluate
5
Consumer Decision-Making Process for Services

• (1) Information Search
• (2) Evaluation of Alternatives
• (3) Purchase and Consumption
• (4) Postpurchase Evaluation

6
(1) Information Search

• greater use of
• mass media is less
• word-of-mouth communication
• may not be
  available
• professional restrictions
• small firms may lack resources/expertise
• higher

7
(2) Evaluation of Alternatives

• smaller for
  services
• is not an viable option for many
  goods
• is an option for many services

8
(3) Purchase and Consumption of Services

• goods
• services

9
(4) Post-Purchase Evaluation

• attribution of
• who should be blamed if expectations not met
• ?
• ?
• ?
• brand
• service consumers are often more
• greater costs
• greater costs
• search, learning
• loyal consumer discounts, customer habit
• emotional costs
• smaller number of