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    Consumer Decision Making Process New

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    Rupakshi Saurabh Gaur
    1. The consumer decision making process for services involves three stages: pre-purchase, service encounter, and post-encounter. 2. In the pre-purchase stage, consumers have needs, search for information, evaluate alternatives considering attributes and risk, and form expectations about the desired, adequate, predicted, and tolerable levels of service. 3. The service encounter stage involves the actual delivery of service, which can be modeled as a system and is influenced by employees and customers like in a theater.

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    Consumer Decision Making Process New

    Uploaded by

    Rupakshi Saurabh Gaur
    18 views9 pages
    1. The consumer decision making process for services involves three stages: pre-purchase, service encounter, and post-encounter. 2. In the pre-purchase stage, consumers have needs, search for information, evaluate alternatives considering attributes and risk, and form expectations about the desired, adequate, predicted, and tolerable levels of service. 3. The service encounter stage involves the actual delivery of service, which can be modeled as a system and is influenced by employees and customers like in a theater.

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    1. The consumer decision making process for services involves three stages: pre-purchase, service encounter, and post-encounter. 2. In the pre-purchase stage, consumers have needs, search for information, evaluate alternatives considering attributes and risk, and form expectations about the desired, adequate, predicted, and tolerable levels of service. 3. The service encounter stage involves the actual delivery of service, which can be modeled as a system and is influenced by employees and customers like in a theater.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    18 views9 pages

    Consumer Decision Making Process New

    Uploaded by

    Rupakshi Saurabh Gaur
    1. The consumer decision making process for services involves three stages: pre-purchase, service encounter, and post-encounter. 2. In the pre-purchase stage, consumers have needs, search for information, evaluate alternatives considering attributes and risk, and form expectations about the desired, adequate, predicted, and tolerable levels of service. 3. The service encounter stage involves the actual delivery of service, which can be modeled as a system and is influenced by employees and customers like in a theater.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    CONSUMER DECISION MAKING PROCESS

    (SERVICES)
    CONSUMER DECISION MAKING
    PROCESS (SERVICES)
    • Pre-Purchase Stage
    1
    • Service Encounter Stage
    2 • (Known as Moments of Truth)

    • Post-Encounter stage
    3
    PRE-PURCHASE STAGE

     Need Awareness
     Information Search
     Evaluation of alternatives.
     Multi attribute model.
     Service attributes.(Search, Experience and Credence
    attributes).
     Perceived Risk.
     Service Expectations (Factors that influence the different
    levels of customer expectations- Desired service, adequate
    service, predicted service, Zone of tolerance)
     Purchase decision
    Service Expectations
     Desired service-This is a “wished for” level of service—a
    combination of what customers believe can and should be
    delivered in the co However, most customers are realistic and
    recognize that a firm can’t always deliver the “wished for” level of
    service. Desired service can also be influenced by explicit and
    implicit promises made by service providers, word of mouth, and
    past experiences. However, most customers are realistic and
    recognize that a firm can’t always deliver the “wished for” level of
    service. Thus, they have a threshold level of expectations termed
    adequate service, as well as a predicted service level.
     Adequate service- This is the minimum level of service
    customers will accept without being dissatisfied.
     Predicted service-This is the level of service that customers
    actually expect to receive.
    Service Expectations
     Zone of tolerance-It can be difficult for firms to achieve
    consistent service delivery at all touch-points across many
    service delivery channels and thousands of employees. Even
    the performance of the same service employee is likely to
    vary from time to time. The extent to which customers
    are willing to accept this variation is called the zone
    of tolerance. A very poor performance causes
    frustration and dissatisfaction, whereas one that
    exceeds the zone of tolerance can surprise and
    delight customers.
    SERVICE ENCOUNTER STAGE

     The Servuction System (Technical Core, Service


    delivery).
     Theater as Metaphor.
    POST-ENCOUNTER STAGE

     Customer satisfaction.
     Service quality.

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