Lesson 3 - Consumer Behavior in Service Encounters

7/22/2019 Lesson 3 - Consumer Behavior in Service Encounters

1/64

Abksumgr@gfcvebr ekQgrveagGkabuktgrs


2/64

Denngrgkags cmbko QgrveagsCnngat Austbmgr @gfcvebr!Abksumgrs crg rcrghy

ekvbhvgd ek tfgmckuncaturg bn obbds

`ut bntgk pcrteaepctg eksgrveag argctebk ckddghevgry

!Afchhgkog nbr sgrveagmcrlgtgrs es tb

ukdgrstckd fbwaustbmgrs ektgrcat wetf

sgrveag bpgrctebks

!@csgd bk degrgkags ek kcturg bnsgrveag cat (tckoe`hg/ektckoe`hg)

ckd wfb br wfct es dergatrgaepegkt bn sgrveag (pgbphg/

pbssgssebks) tfgrg crg nbur

actgobregs bn sgrveags:


3/64

4 @rbcd Actgobregs Bn Qgrveags

!"#$%&'($" *%$+,--."/

!"#$%&'#" )&$#'*#) +*

&,*+,-&./# +""#*"93

! 0''14,7,-!

>+,?&,-

930147 >? 067 574:!8=7 84> >4 2630 !5 067 I!47

8>55755!>9

84>


4/64

Ygbphg Yrbagsseko!O4"*1D#$" D4"*3!6=;"&'+//; #,*#$ *=# "#$%&'#

I+'*1$; F /1'+71, E=#$#

5#15/# 1$ D+'=&,#" )#/&%#$

"#$%&'#

!O1J15#$+*# +'7%#/; E&*= *=#"#$%&'# 15#$+71, F #LH

M+""+-#


5/64

Ygbphg Yrbagsseko!Mckcogrs sfbuhd tfeklc`but prbagss ckd butputnrbm austbmgrs

pgrspgatevg

!Tb edgkteny `gkgnetsargctgd ckd kbk-

nekckaech absts:

!Temg, mgktch, pfyseachgnnbrt, ngcr ckd pcek


6/64

YbssgssebkYrbagsseko!Austbmgrs crg hgss

pfyseachhy ekvbhvgd

abmpcrgd tb pgbphgprbagsseko sgrveags

!Ekvbhvgmgkt es hemetgd!Abmpcrg Nheoft ckd Ycragh!Yrbduatebk ckd

abksumptebk crg sgpcrc`hg!Gx: ahgckeko, mcektcekeko,

stbreko, emprbveko, stbreko


7/64

Mgktch stemuhe prbagsseko!Tbuafgs pgbphgs mekds sfcpg

cttetudg ckd eknhugkag `gfcvebr

!Abksuhteko, prbngssebkch cdveag,psyafbtfgrcpy, gktgrtcekmgkt

!Yfyseach prgsgkag bn rgaepegktsmcy br mcy kbt `g rgquergd

!Abrg abktgkt bn sgrveags eseknbrmctebk-`csgd

!Ack `g ekvgktbregd


8/64

Eknbrmctebk Yrbagsseko!Eknbrmctebk es tfg mbst ektckoe`hg

nbrm bn sgrveag butput

!@ut mcy `g trcksnbrmgd ektbgkdureko nbrms bn sgrveag butput

!Hekg `gtwggk eknbrmctebkprbagsseko ckd mgktch stemuhus

prbagsseko mcy `g `hurrgd.


9/64

Empheactebks!Kbt tb bvgr ogkgrchezg sgrveags!Kcturg bn ekvbhvgmgkt vcregs!Eknbrmctebk `csgd sgrveag ack `g

stbrgd orgctgr abkvgkegkag

!_fy db austbmgrs stehh ob tbsgrveag ncatbry gvgk tfgrg es kb

kggd2!Fc`et ckd Trcdetebk


10/64

Austbmgr DgaesebkMcleko:Tfrgg stcogMbdgh Bn QgrveagAbksumptebk


11/64

Yurafcsg Yrbagss nbr QgrveagsYrgpurafcsg Qtcog

Qgrveag Gkabuktgr Qtcog

Ybst-Gkabuktgr Qtcog


12/64

Yrg Yurafcsg!Austbmgrs sggl sbhutebkstb crbusgd kggds!Gvchucteko c sgrveag mcy

`g denneauht!Wkagrtcekty c`but

butabmgs ekargcsgspgragevgd resl

!_fct resl rgduatebkstrctgoegs ack sgrveagsupphegrs dgvghbp2


13/64

Yrg Yurafcsg!Wkdgrstckdeko

austbmgrs sgrveaggxpgatctebks

!Abmpbkgkts bnaustbmgr gxpgatctebks

!Mcleko c sgrveagpurafcsg dgaesebk


14/64

Kggd Crbusch!Dgaesebk tb `uy br usg c sgrveag es

treoogrgd `y kggd crbusch

!Treoogrs bn kggd:!Wkabksaebus mekds (g.o., pgrsbkch edgktety ckd

csperctebks)

!Yfyseach abkdetebks (g.o., fukogr )!Gxtgrkch sburags(g.o. mcrlgteko catevetegs)

!Abksumgrs crg tfgk mbtevctgd tbnekd c sbhutebk nbr tfger kggd


15/64

Eknbrmctebk sgcraf!Kggd crbusch hgcds tb

cttgmpts tb nekd c sbhutebk

!Gvblgd sgt c sgt bn prbduatsckd `rckds tfct c abksumgrabksedgrs dureko tfg dgaesebk-mcleko prbagss tfct esdgrevgd nrbm pcst gxpgregkagsbr gxtgrkch sburags

!Chtgrkctevgs tfgk kggd tb `ggvchuctgd `gnbrg c nekchdgaesebk es mcdg


16/64

Gvchucteko QgrveagEs Denneauht

!Qgcraf cttre`utgs fghpaustbmgrs gvchuctg c prbduat

`gnbrg purafcsg

!G.o., typg bn nbbd, hbactebk, typgbn rgstcurckt ckd preag

!Gxpgregkag cttre`utgs ackkbt`g gvchuctgd `gnbrg purafcsg!Tfg abksumgr wehh kbt lkbw fbw

muaf s/fg wehh gkjby tfg nbbd,

tfg sgrveag, ckd tfg ctmbspfgrg

ukteh tfg catuch gxpgregkag


17/64

Gvchucteko Qgrveag Es Denneauht!Argdgkag cttre`utgs crg tfbsg tfct

austbmgrs nekd empbsse`hg tb

gvchuctg abknedgkthy gvgk cntgr

purafcsg ckd abksumptebk!G.o., fyoegkg abkdetebks bn tfg

letafgk ckd tfg fgchtfekgss bn tfg

abbleko ekorgdegkts

!Suchety bn rgpcer bn acr, dbatbrs


18/64

Fbw prbduat cttreùtgs Cnngat gcsg bngvchuctebk

Qburag:

Cdcptgd nrbm Zgetfcmh

Mbst Obbds

Feof ek sgcrafcttreùtgs

Feof ek gxpgregkagcttreùtgs

Feof ek argdgkagcttreùtgs

Denneauht

tb gvchuctg*Gcsytb gvchuctg

Mbst Qgrveags

Ahbtfeko

Afcer

Mbtbr vgfeahg

Nbbds

Pgstcurckt mgchs

Hcwk ngrtehezgr

Fceraut

Gktgrtcekmgkt

Abmputgr rgpcer

Gduactebk

Hgoch sgrveags

Abmphgx surogry

*KBTG: Denneauhty bn gvchuctebk tgkds tb dgargcsg wetf `rbcd gxpbsurg

tb c sgrveag actgobryckdnrgqugkay bn usg bn c spgaenea supphegr


19/64

Ygragevgd Pesl!Nukatebkchuksctesncatbry

pgrnbrmckag butabmgs

!Nekckaech mbkgtcry hbss,ukgxpgatgd gxtrc absts

!Tgmpbrch wcstgd temg,dghcys hgcdeko tb prb`hgms

!Yfyseach pgrsbkch ekjury,dcmcog tb pbssgssebks


20/64

Ygragevgd Pesl!Ysyafbhboeach ngcrs

ckd kgoctevg gmbtebks

!Qbaech fbw btfgrs mcytfekl ckd rgcat

!Qgksbry ukwcktgdempcat bk cky bn nevg

sgksgs


21/64

Abksumgrs Fckdheko YgragevgdPesl2!Qggleko eknbrmctebk nrbm rgspgatgd pgrsbkch

sburags

!Pghyeko bk c nerm tfct fcs c obbd rgputctebk!Hbbleko nbr oucrcktggs ckd wcrrcktegs! eseteko sgrveag ncaehetegs br tryeko cspgats bn

sgrveag `gnbrg purafcseko

!Csleko lkbwhgdogc`hg gmphbyggs c`butabmpgteko sgrveags

!Gxcmekeko tckoe`hg augs br btfgr pfyseachgvedgkag!Wseko tfg Ektgrkgt tb abmpcrg sgrveag

bnngrekos ckd sgcraf nbr ekdgpgkdgktrgvegws ckd rctekos


22/64

Pgspbksgs tb mckcoeko austbmgrpgragptebk bn resl

!Bnngr pgrnbrmckag wcrrcktegs,oucrcktggs tb prbtgat cocekst

ngcrs bn mbkgtcry hbss!Nbr prbduats wfgrg austbmgrswbrry c`but pgrnbrmckag,sgksbry resls:

!Bnngr prgvegws, nrgg trechs(prbvedgs gxpgregkag)!Cdvgrteseko (fghps tb vesuchezg)


23/64

Pgspbksgs tb mckcoeko austbmgrpgragptebk bn resl!Nbr prbduats wfgrg austbmgrs

pgragevg pfyseach br psyafbhboeach

resls:!Ekstetutg vese`hg scngty prbagdurgs!Dghevgr cutbmctgd mgsscogs c`but

ckteaepctgd prb`hgms

!_g`setgs bnngreko NCSs ckd mbrgdgtcehgd `calorbukd!Trcek stcnn mgm`grs tb `g

rgspgatnuh ckd gmpctfgtea

!Dbatbr Agrteneactgs


24/64

Qgrveag Gxpgatctebks!Austbmgrs gvchuctg sgrveag

quchety `y abmpcreko wfct tfgy

gxpgat cocekst wfct tfgy

pgragevg

!Qetuctebkch ckd pgrsbkchncatbrs chsb abksedgrgd

!Gxpgatctebks bn obbd sgrveag vcrynrbm bkg `usekgss tb ckbtfgr

! gtgrekcreck ckd CaabuktekoQgrveags

!Dbo Orbbmeko ckd Qchbk


25/64

Qgrveag Gxpgatctebks!Gxpgatctebks bn obbd

sgrveag vcry cmbko

denngrgkthy pbsetebkgd

sgrveag prbvedgrs ek tfgscmg ekdustry

!Ag`u Ycaenea vs. YCH!QM vs Pustcks

!Gxpgatctebks afckog bvgrtemg


26/64

Abmpbkgkts bn gxpgatctebks!Dgsergd Qgrveag Hgvgh:!_esfgd-nbr hgvgh bn sgrveag quchety tfct

austbmgr `ghegvgs ack ckd sfbuhd `gdghevgrgd

!Cdgquctg Qgrveag Hgvgh:!Mekemum caagptc`hg hgvgh bn sgrveag

!Yrgdeatgd Qgrveag Hgvgh:!

Qgrveag hgvgh tfct austbmgr `ghegvgs nermwehh catuchhy dghevgr

!Zbkg bn Tbhgrckag:!Pckog wetfek wfeaf austbmgrs crg wehheko

tb caagpt vcrectebks ek sgrveag dghevgry


27/64

Ncatbrs cnngateko Gxpgatctebks

Yrgdeatgd Qgrveag

Gxpheaet & EmpheaetQgrveag Yrbmesgs

_brd-bn-Mbutf

Ycst GxpgregkagDgsergd Qgrveag

ZBKGBN

TBHGPCKAG

Cdgquctg Qgrveag

Ygrsbkch Kggds

@ghegns c`but

_fct Es Ybsse`hg

Ygragevgd QgrveagChtgrctebks

Qetuctebkch NcatbrsK$4"*$+71,

B+7"I+'71, +,)

@#/&-=*

0::GY:NSY


28/64

Empbrtckt Kbtgs C`but Zbkg bn Tbhgrckag!Kbt c sekohg hgvgh bn gxpgatctebk cs

sggk ek tfg decorcm

!Cdgquctg sgrveag gxpgatctebk ackgxpckd br abktrcat wetfek c austbmgr!Typg bn Austbmgr Cerhekgs!Yreag

! cry bk Qgrveag Cttre`utgs br Demgksebks!Mbrg empbrtckt, kcrrbwgr tfg zbkg bn

tbhgrckag


29/64

Ncatbrs tfct Cnngat Dgsergd Qgrveag7"AD%."/ 5,%G.+,

!"N,"-.O,%-

8,%-$"'F 9,,A- E$",$#

0$F,%'"+,

I,-.%,A 5,%G.+,

3A,JD'N, 5,%G.+,


30/64

Ygrsbkch Kggds!Qtctgs br abkdetebks gssgktech tb tfg

pfyseach br psyafbhboeach wghh `geko

bn tfg austbmgr!Fbtgh ckd Qbaech Kggds


31/64

Hcsteko Qgrveag Ektgksenegrs!Ekdeveduch, stc`hg ncatbrs tfct hgcd tfg

austbmgr tb c fgeoftgkgd sgksetevety tbsgrveag

!Dgrevgd sgrveag gxpgatctebks austbmgrgxpgatctebk crg drevgk `y ckbtfgr pgrsbk brorbup bn pgbphg!Gxcmphg: _gddeko Abbrdekctbrs, @0@ sgrveags

!Ygrsbkch Qgrveag Yfehbsbpfy!austbmgrs ukdgrhyeko ogkgrea cttetudg c`but tfg

mgckeko bn sgrveag ckd tfg prbpgr abkduat bn sgrveagprbvedgrs.

!Fcveko suaf wehh ektgkseny tfg gxpgatctebks bn sgrveag


32/64

Ncatbrs tfct EknhugkagCdgquctg Qgrveag

I,-.%,A5,%G.+,

3A,JD'N,5,%G.+,

E$",

$#

0$F,%'"+,5,F#L8,%+,.G,A

5,%G.+, 4$F,

5.ND'($"'F

?'+N$%-

8,%+,.G,A 5,%G.+,

3FN,%"'(G,-

0%'"-.N$%H 5,%G.+,

!"N,"-.O,%-

8%,A.+N,A 5,%G.+,


33/64

Ncatbrs tfct Eknhugkag Cdgquctg Qgrveag!Tgmpbrcry/Trcksetbry Qgrveag Ektgksenegr

sfbrt-tgrm ekdeveduch ncatbrs tfct mclg caustbmgr mbrg cwcrg bn tfg kggd bn tfg

sgrveag!Gxcmphg gmgrogkay setuctebks!Yrb`hgms wetf eketech sgrveag ack hgcd tb

fgeoftgkgd gxpgatctebks .

!Nexeko tfg prb`hgm tfg nerst temg es empbrtckt`ut nexeko et tfg sgabkd temg crbukd es mbrgareteach


34/64

Ncatbrs tfct Eknhugkag Cdgquctg Qgrveag!Ygragevgd Qgrveag Chtgrkctevgs

btfgr prbvedgrs nrbm wfbm tfgaustbmgr ack b`tcek sgrveag

!Yrgsgkag bn chtgrkctevgs ckd en sgrveagack `g pgrnbrmgd `y austbmgrfgeoftgks cdgquctg sgrveag

!Gvchuctebk bn pbsse`hg chtgrkctevgs -su`stetutgs


35/64

Ncatbrs tfct Eknhugkag Cdgquctg Qgrveag!Austbmgrs sghn-pgragevgd sgrveag rbhg

gxgrt ck eknhugkag bk tfg hgvgh bnsgrveag tfgy rgagevg!

Qpgaeny tfg hgvgh bn sgrveag rgstcurckt!Catevg pcrteaepctebk chhgroea sfbts!Cssumeko tfg rgspbkse`ehety nbr

abmphcekeko wfgk tfg sgrveag es pbbr

!Zbkg bn tbhgrckag gxpckds wfgk tfgycrg kbt nuhnehheko rbhgs


36/64

Ncatbrs tfct Eknhugkag Cdgquctg Qgrveag!Qetuctebkch Ncatbrs sgrveag

pgrnbrmckag abkdetebks tfct austbmgrsvegw cs `gybkd tfg abktrbh bn tfg

sgrveag prbvedgr!actcstrbpfg!Austbmgrs wfb rgabokezg ncatbrs tfct crg

butsedg tfg abktrbh bn tfg nerm mcycaagpt hbwgr hgvgh bn sgrveag, wedgkekozbkg bn tbhgrckag


37/64

Ncatbrs tfct Eknhugkag Cdgquctg Qgrveag!Yrgdeatgd Qgrveag tfg hgvgh bn

sgrveag tfg `ghegvg tfgy crg helghy tb

ogt.!En austbmgrs prgdeat obbd sgrveag, tfger

hgvghs bn cdgquctg sgrveag crg helghy tb

`g feofgr tfck pbbr sgrveag.


38/64

I,-.%,A5,%G.+,

3A,JD'N,5,%G.+,

E$",

$#

0$F,%'"+,

8%,A.+N,A

5,%G.+,

7M*F.+.N 5,%G.+,

8%$&.-,-

!&*F.+.N 5,%G.+,

8%$&.-,-

2$%AL$#L@$DNK

8'-N 7M*,%.,"+,

Ncatbrs tfct Cnngat Dgsergd ckd Yrgdeatgd Qgrveag


39/64

Ncatbrs tfct Cnngat Dgsergd ckd Yrgdeatgd Qgrveag!Abksumgrs sggl but eknbrmctebk nrbm

sgvgrch denngrgkt sburags achh, csl, hbblct mgdec

!Gxpheaet sgrveag prbmesgs (YGPQBKCH) pgrsbkch (nrbm gmphbyggs) ckd kbkpgrsbkch stctgmgkts (cdvgrteseko) c`buttfg sgrveag mcdg `y tfg brockezctebk bktfg austbmgrs.!Bvgrprbmeseko!@ckleko, Pgstcurckts, Fbtghs (Cds) , Dbbr tb

Dbbr


40/64

Ncatbrs tfct Cnngat Dgsergd ckd Yrgdeatgd Qgrveag!Empheaet Qgrveag Yrbmesgs sgrveag-

rghctgd augs btfgr tfck gxpheaetprbmesgs

!Yreag ckd tckoe`hgs!_brd-Bn-Mbutf Abmmukeactebk

btfgr pgrsbks

!Gxpgrts, abksumgr rgpbrts, nregkds,ncmehy


41/64

Ncatbrs tfct Cnngat Dgsergd ckd Yrgdeatgd Qgrveag!Ycst Gxpgregkags abksumgrs

prgvebus gxpbsurg tb tfg sgrveag!Abmpcrg wetf semehcr abmpckegs,

rghctgd abmpckegs


42/64

Mcleko tfg purafcsg dgaesebk!Yurafcsg Dgaesebk: Ybsse`hg

chtgrkctevgs crg abmpcrgd ckdgvchuctgd, wfgrg`y tfg `gstbptebk es sghgatgd!Qemphg en pgragevgd resls crg hbw

ckd chtgrkctevgs crg ahgcr

!Abmphgx wfgk trcdg-bnns ekargcsg!Trcdg-bnns crg bntgk ekvbhvgd!Cntgr mcleko c dgaesebk, tfg

abksumgr mbvgs ektb tfgsgrveag gkabuktgr stcog


43/64

Qgrveag GkabuktgrQtcog


44/64

!Qgrveag gkabuktgr c pgrebd bntemg dureko wfeaf c austbmgr

ektgrcats dergathy wetf tfg sgrveag

prbvedgr

!Meoft `g `regn br gxtgkd bvgr c pgrebdbn temg (g.o., c pfbkg achh br veset tb

tfg fbspetch)

!Mbdghs ckd nrcmgwbrls:3.Mbmgkts bn Trutf empbrtckag bn

mckcoeko tbuafpbekts

0.Feof/hbw abktcat mbdgh gxtgkt ckdkcturg bn abktcat pbekts

1.Qgrvuatebk mbdgh vcrectebks bnektgrcatebks

4.Tfgctgr mgtcpfbr stcoeko sgrveagpgrnbrmckags


45/64

Mbmgkts bn trutf!\_]g abuhd scy tfct tfg pgragevgd

quchety es rgchezgd ct tfg mbmgktbn trutf, wfgk tfg sgrveag prbvedgrckd tfg sgrveag austbmgr abknrbktbkg ckbtfgr ek tfg crgkc. Ct tfct

mbmgkt tfgy crg vgry muaf bktfger bwk Et es tfg slehh, tfgmbtevctebk, ckd tfg tbbhsgmphbygd `y tfg ffirmsrgprgsgktctevg ckd tfggxpgatctebks ckd `gfcvebr bn tfg

ahegkt wfeaf tbogtfgr wehh argctgtfg sgrveag dghevgry prbagss.!Peafcrd Kbrmckk


46/64

Feof vs hbw abktcat!Feof-Abktcat Qgrveags!Austbmgrs veset sgrveag ncaehety ckd

rgmcek tfrbuofbut sgrveag dghevgry!Catevg abktcat `gtwggk austbmgrs

ckd sgrveag pgrsbkkgh!Ekahudgs mbst pgbphg-prbagsseko

sgrveags!Hbw-Abktcat Qgrveags!Hetthg br kb pfyseach abktcat wetf

sgrveag pgrsbkkgh!Abktcat usuchhy ct crms hgkotf

tfrbuof ghgatrbkea br pfyseach

destre`utebk afckkghs!Kgw tgafkbhboegs (g.o. tfg _g`) fghp

rgduag abktcat hgvghs!Mgdeum-Abktcat Qgrveags Heg ek

`gtwggk Tfgsg Twb


47/64

Feof vs hbw abktcat


48/64

Qgrvuatebk systgm!Qgrveag Bpgrctebks (nrbkt stcog ckd`calstcog)!_fgrg ekputs crg prbagssgd ckd sgrveag

ghgmgkts argctgd!Ekahudgs ncaehetegs, gquepmgkt, ckd

pgrsbkkgh!Qgrveag Dghevgry (nrbkt stcog)!_fgrg nekch cssgm`hy bn sgrveag

ghgmgkts tclgs phcag ckd sgrveag esdghevgrgd tb austbmgrs!Ekahudgs austbmgr ektgrcatebks wetf

bpgrctebks ckd btfgr austbmgrs!Qgrveag Mcrlgteko (nrbkt stcog)!Ekahudgs sgrveag dghevgry (cs c`bvg) ckd

chh btfgr abktcats `gtwggk sgrveag nermckd austbmgrs


49/64

Qgrveag Mcrlgteko Qystgm nbr c Feof Abktcat

Tfg

AustbmgrTgafkeach

Abrg

Ektgrebr & Gxtgrebr

Ncaehetegs

Gquepmgkt

Qgrveag Ygbphg

Btfgr

AustbmgrsCdvgrteseko

Qchgs Achhs

Mcrlgt Pgsgcraf Qurvgys

@ehheko/Qtctgmgkts

Mesa. Mceh, Yfbkg Achhs,G-mcehs, Ncxgs, gta.

_g`setg

Pckdbm Gxpbsurg tbNcaehetegs/^gfeahgs

Afckag Gkabuktgrs wetfQgrveag Ygrsbkkgh

_brd bn Mbutf

Qgrveag Dghevgry Qystgm Btfgr Abktcat Ybekts

Qgrveag Bpgrctebks Qystgm

@calstcog(ekvese`hg)

Nrbkt Qtcog(vese`hg)

Btfgr

Austbmgrs


50/64

Qgrveag Mcrlgteko Qystgm nbr c HBw Abktcat

Tfg

Austbmgr

@calstcog(ekvese`hg)

Nrbkt Qtcog(vese`hg)

Cdvgrteseko

Mcrlgt PgsgcrafQurvgys

@ehheko/Qtctgmgkts

Pckdbm Gxpbsurgtb Ncaehetegs/^gfeahgs

_brd bn Mbutf

Yfbkg,Ncx, _g`-setg, gta.

QghnQgrveagGquepmgkt

Mceh

TgafkeachAbrg

Btfgr Abktcat YbektsQgrveag Dghevgry Qystgm

Qgrveag BpgrctebksQystgm


51/64

Pbhgs!Gmphbyggs ckd austbmgrs

phcy rbhgs

!Qgt bn `gfcvebr pcttgrkshgcrkgd tfrbuof gxpgregkag

ckd abmmukeactebk tb `g

pgrnbrmgd `y ck ekdeveduch

ek c sbaech ektgrcatebk

!Qctesncatebk = rbhg abkoruety gxtgkt tb wfeaf gcaf

pgrsbk cats but fes/fgr

prgsare`gd rbhg


52/64

Qarepts!Qgqugkag bn `gfcvebr nrbm

gmphbyggs ckd austbmgrscrg gxpgatgd tb hgcrk ckdnbhhbw dureko tfg sgrveag

dghevgry!Gmphbyggs nbrmch trcekeko!Austbmgrs prgvebus

gxpgregkag!Dgvectebks nrustrctebk tb

dessctesncatebk!Qareptgd vs. Wksareptgd


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Tfgctreach Mgtcpfbr!

Qgrveag drcmcs uknbhd bk cstcogsgttekos mcy afckog cspgrnbrmckag uknbhds

!Mcky sgrveag drcmcs crg teofthysareptgd, btfgrs emprbvesgd

!Nrbkt-stcog pgrsbkkgh crg helgmgm`grs bn c acst

!Helg catbrs, gmphbyggs fcvg rbhgs,mcy wgcr spgaech abstumgs, spgclrgquergd hekgs, `gfcvg ek spgaeneawcys

!Quppbrt abmgs nrbm c `calstcogprbduatebk tgcm!Austbmgrs crg tfg cudegkag

dgpgkdeko bk typg bn pgrnbrmckag,mcy `g pcssevg br catevgpcrteaepckts


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Empheactebks!Orgctgr kggd nbr

eknbrmctebk/trcekeko tbfghp austbmgrs tb pgrnbrmwghh, ogt dgsergd rgsuhts!Austbmgrs sfbuhd `g oevgk

c rgchestea sgrveag prgvegwek cdvckag bn sgrveag

dghevgry, sb tfgy fcvg cahgcr peaturg bn tfgergxpgatgd rbhg


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Ybst GkabuktgrQtcog


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Austbmgr Qctesncatebk! Qctesncatebk dgnekgd cs cttetudg-

helg judomgkt nbhhbweko c sgrveagpurafcsg br sgregs bn sgrveagektgrcatebks

! Austbmgrs fcvg gxpgatctebksprebr tb abksumptebk, b`sgrvgsgrveag pgrnbrmckag, abmpcrg ettb gxpgatctebks

! Qctesncatebk judomgkts crg `csgdbk tfes abmpcresbk!Ybsetevg desabknermctebk en `gttgr

tfck gxpgatgd!Abknermctebk en scmg cs gxpgatgd!Kgoctevg desabknermctebk en wbrsg

tfck gxpgatgd


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Austbmgr Qctesncatebk!Qctesncatebk rgnhgats

pgragevgd sgrveag quchety,preag/quchety trcdgbnns,

pgrsbkch ckd setuctebkchncatbrs

!Pgsgcraf sfbws hekls`gtwggk austbmgrsctesncatebk ckd c nermsnekckaech pgrnbrmckag


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Austbmgr Dgheoft: @gybkdsctesncatebk

!Qtrctgoea hekls gxest`gtwggk austbmgr

sctesncatebk ckd abrpbrctgpgrnbrmckag.

!Ogtteko nggd`cal durekosgrveag dghevgry fghp tb

`bbst austbmgr hbychty


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Austbmgr Dgheoft: @gybkdsctesncatebk!Pgsgcraf sfbws tfct dgheoft es

c nukatebk bn tfrggabmpbkgkts:

!Wkgxpgatgdhy feof hgvghs bnpgrnbrmckag!Crbusch (g.o., surpresg,

gxaetgmgkt)

!Ybsetevg cnngat (g.o., phgcsurg,jby, br fcppekgss)

!Es et pbsse`hg nbr austbmgrs tb`g dgheoftgd `y vgry mukdckgsgrveags2


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Tfg Nevg Demgksebks bnQgrveag Suchety

Cèhety tb pgrnbrm tfg prbmesgdsgrveag dgpgkdc`hy ckdcaaurctghy.

Lkbwhgdog ckd aburtgsy bngmphbyggs ckd tfger cèhety tbabkvgy trust ckd abknedgkag.

Yfyseach ncaehetegs, gquepmgkt,

ckd cppgcrckag bn pgrsbkkgh.Acreko, ekdeveduchezgd cttgktebktfg nerm prbvedgs ets austbmgrs.

_ehhekokgss tb fghp austbmgrsckd prbvedg prbmpt sgrveag.

Tckoe`hgs

Pghecèhety

Pgspbksevgkgss

Cssurckag

Gmpctfy


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! Yrbvedeko sgrveag cs prbmesgd! Dgpgkdcèhety ek fckdheko austbmgrs

sgrveag prb`hgms

! Ygrnbrmeko sgrveags reoft tfg nerst temg! Yrbvedeko sgrveags ct tfg prbmesgd temg! Mcektcekeko grrbr-nrgg rgabrds

! Lggpeko austbmgrs eknbrmgd cs tbwfgk sgrveags wehh `g pgrnbrmgd

! Yrbmpt sgrveag tb austbmgrs! _ehhekokgss tb fghp austbmgrs! Pgcdekgss tb rgspbkd tb austbmgrs

rgqugsts

PGHEC@EHETU

PGQYBKQE^GKGQQ

! Gmphbyggs wfb ekstehh abknedgkag ekaustbmgrs

! Mcleko austbmgrs nggh scng ek tfgertrckscatebks

! Gmphbyggs wfb crg abksestgkthy aburtgbus! Gmphbyggs wfb fcvg tfg lkbwhgdog tbckswgr austbmgr qugstebks

CQQWPCKAG

! Oeveko austbmgrs ekdeveduch cttgktebk! Gmphbyggs wfb dgch wetf austbmgrs ek c

acreko ncsfebk

! Fcveko tfg austbmgrs `gst ektgrgst ct fgcrt! Gmphbyggs wfb ukdgrstckd tfg kggds bn

tfger austbmgrs

! Abkvgkegkt usekgss fburs

GMYCTFU

! Mbdgrk gquepmgkt! êsuchhy cppgcheko ncaehetegs! Gmphbyggs wfb fcvg c

kgct, prbngssebkch

cppgcrckag! êsuchhy cppgcheko mctgrechs

cssbaectgd wetf tfg sgrveag

TCKOE@HGQ

QGP^SWCH Cttreùtgs


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Gxgraesg 3Edgkteny Qgrveag Cttre`utgsYeal c sgrveags ekdustry `ghbw ckd `rcekstbrm 1 spgaenea rgquergmgkts bnaustbmgrs ek gcaf bn tfg nevg sgrveag quchety demgksebks. @g agrtcek tfg

rgquergmgkts rgnhgat tfg austbmgrs pbekt bn vegw.Qcmphg: Cerhekg, Ncst Nbbd, Wpsachg Pgstcurckt, Cutb Pgpcer, WKM,

Gxtgrmekctbr

Pghec`ehety:

Cssurckag:

Tckoe`hgs:

Gmpctfy:

Pgspbksevgkgss:


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Csseokmgkt 3!

Ycpgr!3. Cvceh bn cky sgrveag tfes wgglgkd. Tclg kbtgbn tfg nbhhbweko:!_fct wcs ybur sgrveag gxpgatctebks2 _fct nbr ybu

wcs cdgquctg2 _fct nbr ybu wcs/wgrg dgsergd2

!Tclg kbtg bn cky ncatbr/s tfct mcy fcvg cnngatgdybur sgrveag gxpgatctebk.

!Fbw wcs ybur sgrveag gxpgregkag2 Ded tfg sgrveaggxaggd ybur gxpgatctebk2 _grg ybu dessctesnegd2_fy2

!3 Ycog sekohg spcag Crech nbkt 30


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Csseokmgkt 0!BKHEKG!Pgcd Acsg 3. Qusck Mbkrb pcogs 450 -451!Ckswgr tfg study qugstebks

3. Edgkteny gcaf bn tfg sgrveags tfct Qusck Mukrb fcs usgd br esphckkeko tb usg. Actgobrezg tfgm caabrdeko tb tfg kcturg bn

tfg ukdgrhyeko prbagss.0. _fct kggds es sfg cttgmpteko tb sctesny ek gcaf ekstckag21. _fct prbpbrtebk bn tfgsg sgrveags: (c) ekvbhvg sghn-sgrveag,

(`) sbmg dgorgg bn austbmgr ekvbhvgmgkt wetf tfg

prbduatebk prbagss, ckd/br (a) dgpgkdgkag bk tfg sgrveag

prbvedgr2 _fgrg db ybu sgg mbrg pbtgktech nbr sghn-sgrveagckd wfct wbuhd `g tfg empheactebks nbr austbmgr ckd

supphegr2

4. _fct semehcretegs ckd denngrgkags crg tfgrg `gtwggk tfgdry-ahgckeko stbrg ckd tfg fcer schbk2 _fct abuhd gcaf

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Lesson 3 - Consumer Behavior in Service Encounters