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Consumer Behavior in Services (Chapter 3)

Consumer Behavior in Services (Chapter 3). Services Consumers Properties of Products Consumer Decision-Making Process for Services. Services Consumers. have a more difficult time evaluating and choosing services than goods because:. Evaluation Processes for Services. Search Qualities

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Consumer Behavior in Services (Chapter 3)

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  1. Consumer Behavior in Services(Chapter 3) • Services Consumers • Properties of Products • Consumer Decision-Making Process for Services ã 2005 - Dwayne D. Gremler

  2. Services Consumers • have a more difficult time evaluating and choosing services than goods because: ã 2005 - Dwayne D. Gremler

  3. Evaluation Processes for Services • Search Qualities • examples: • Experience Qualities • examples: • Credence Qualities • examples: ã 2005 - Dwayne D. Gremler

  4. Houses Jewelry Vacation Clothing Haircuts Automobiles Furniture Childcare Root canal Auto repair Legal services Restaurant meals Television repair Medical diagnosis High in experience qualities High in credence qualities High in search qualities Evaluating Services Most Goods Most Services Easy to evaluate Difficult to evaluate ã 2005 - Dwayne D. Gremler

  5. Consumer Decision-Making Process for Services • (1) Information Search • (2) Evaluation of Alternatives • (3) Purchase and Consumption • (4) Postpurchase Evaluation ã 2005 - Dwayne D. Gremler

  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 ã 2005 - Dwayne D. Gremler

  7. (2) Evaluation of Alternatives • smaller for services • is not an viable option for many goods • is an option for many services: ã 2005 - Dwayne D. Gremler

  8. (3) Purchase and Consumption of Services • goods • services ã 2005 - Dwayne D. Gremler

  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 ã 2005 - Dwayne D. Gremler

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