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Consumer Behavior in Service Decisions

1. The consumer decision process model outlines three stages - pre-purchase, consumption, and post-purchase. In the pre-purchase stage, consumers receive a stimulus that triggers their consideration of a purchase. Stimuli can come from commercial, physical, or social cues. 2. During the consumption stage, consumers search for information from personal sources rather than non-personal sources when evaluating services. They also engage in more post-purchase evaluation of services compared to goods. 3. In the post-purchase stage, consumers attribute some dissatisfaction to their own role in the service, which can lead to less complaining about services versus goods. They also adopt service innovations more slowly and display greater brand loyalty for services over

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Polban MPI-A '17
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7 views9 pages

Consumer Behavior in Service Decisions

1. The consumer decision process model outlines three stages - pre-purchase, consumption, and post-purchase. In the pre-purchase stage, consumers receive a stimulus that triggers their consideration of a purchase. Stimuli can come from commercial, physical, or social cues. 2. During the consumption stage, consumers search for information from personal sources rather than non-personal sources when evaluating services. They also engage in more post-purchase evaluation of services compared to goods. 3. In the post-purchase stage, consumers attribute some dissatisfaction to their own role in the service, which can lead to less complaining about services versus goods. They also adopt service innovations more slowly and display greater brand loyalty for services over

Uploaded by

Polban MPI-A '17
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Topic 3

Consumer Behavior in Services


Consumer Decision Process Model

PREPURCHASE CONSUMPTION POSTPURCHASE


STAGE STAGE STAGE

Stimulus Problem Information Evaluation of Choice Postpurchase


awareness search alternatives evaluation

Commercial cue Internal Buying


Evaluation
Physical cue External Using
of satisfaction
Social cue Disposing
Multiattribute
Shortage (a need)
Models
Unfulfilled desire (a want)

5
The Pre-purchase Stage: The Stimulus
The pre-purchase stage of the consumer
decision process refers to all consumer
activities occurring before the acquisition of
the service. This stage begins when an
individual receives a stimulus that incites a
consumer to consider a purchase. The
stimulus may be a commercial cue, a social
cue, or a physical cue.
1. Commercial cue: An event or motivation that
provides a stimulus to the consumer and is a
promotional effort on the part of the
company.
2. Physical cue: A motivation, such as thirst,
hunger, or another biological cue that
provides a stimulus to the consumer.
3. Social cue: An event or motivation that
provides a stimulus to the consumer,

from significant others.


CONSUMER DECISION-MAKING PROCESS IN SERVICES

Information Search Evaluation of Alternatives

Perceived risk Evoked set


Use of personal sources Emotion and mood

Postpurchase Evaluation Purchase & Consumption


Attribution of dissatisfaction Service provision as drama
Innovation diffusion Service roles & scripts
Brand loyalty Compatibility of customers

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1. Information Search

Use of Personal Sources


1: Consumers seek and rely more on information from personal
sources than from non-personal sources when evaluating services
before purchase.
2: Consumers engage in greater postpurchase evaluation &
information-seeking with services than with good.
3: Consumers engage in more postpurchase evaluation than
prepurchase evaluation when selecting & consuming services.
Perceived Risk
4: Consumers perceive greater risks when buying services than when
buying goods.

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2. Evaluation of Service Alternatives
Evoked Set

with goods.

includes self-provision of the service.


Emotion and Mood
7: Positive (negative) moods & emotions enhance (decrease) the likelihood
of performance of behaviors with positive expected outcomes.

-
9: The mood of the customer influences the way impressions of a service are
encoded, retained, and retrieved by the customer.
10: The greater the human interaction in the service encounter, the more

moods & emotion.

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3. Service Purchase & Consumption
Service Provision as Drama
11: The delivery of service can be conceived as drama where: service

assembly is the performance.


Service Roles & Scripts
12: Service encounters can be viewed as role performance.

from service performance.

more of an attribute than expected, may detract from or add to the


service experience.
The Compatibility of Service Customers
15: Customer compatibility is a factor that influences customer satisfaction,
particularly in high contact services.

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4. Post-Purchase Evaluation

Attribution of Dissatisfaction
16. Consumers attribute some of their dissatisfaction with services to their
own inability to specify of perform their part of the service.
17. Consumers may complain less frequently about services than about
goods due to their belief they themselves are partly responsible for their
dissatisfaction.
18. Consumers adopt innovation in services more slowly than they adopt
innovations in goods
Brand Loyalty
19. Brand switching is less frequent with services than with products

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