MKT8003Services marketing

Management

Faculty of Business and Law

Module 02

Consumer behavior: customer expectations

and perceptions

2

Consumer’s Decision Making Process

Consumer’s Decision Making Process

Understanding cultural differences is important in service marketing

because of its effects on the ways that the customer evaluate and use

services

Service provision as drama

Hoftstede’s Cultural Dimensions

The Service Encounter Stage

Decision making process

Service encounter stage

Experience is marketing

Consumer behavior: customer expectations and perceptions

• People-processing

• Possession-processing

• Mental-stimulus processing

• Information-processing

Strategic implications of process type

High contact services

Medium contact services

Low contact services

level of contact with the service will significantly influence the

scope and structure of the service marketing system

The Service Encounter Stage

Defining Customer Satisfaction

Satisfaction is derived from Latin – satis (good enough or sufficient) and facio (to do or make)

Satisfaction is a post-purchase evaluation of the overall service experience

Satisfaction is an emotive state or feeling reaction

Customer perceptions of quality and customer satisfaction