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Lecture # 3 Chapter # 3
OUTLINE
ty, and belonging are not enough for many consumers, esp
vice such as health services, plastic surgery, teeth whitenin
esire to live up
Consumer Choice
such as skydiving, jungle safaris, amusement parks,
parks for pu
bout goods and services that might satisfy this need. Seek
vacation package or a professional landscape service.
service
Consumer Choice
nal such as mass media and websites to gain information a
ces is that most goods are fully produced at the factory prio
unknown at the point of purchase.
purchase In many cases the servic
or the service they
Consumer Choice
with services such as vacation tours , or ongoing services
signed prior to anything being produced at all. Because of
consumers evaluate the actual experience of the service is
Consumer Experience
“memorable experiences for their customers”. some provide
erstanding service experience and how customers evaluat
g and unique.
ng
Consumer Experience
ception and evaluations of their experiences. Moods are dis
use services are experiences, moods and emotions are cri
red more negatively than he / she were in a cheerful and po
Consumer Experience
be colored by the mood. Even when other customers in a s
Post Experience Evaluation
m evaluation that determines to a large degree weather the
et post-purchase and post-experience evaluations are mos
Post Experience Evaluation
ct what consumers tell others about the service. Because s
mportant for service companies. The best way to get positi
ategy to curb negative word of mouth.
Post Experience Evaluation
ecause the products did not fulfil the needs, or were not wo
extent in the definition and production of services, they ma
cut; receiving the cut she desires depend on the part on her
Post Experience Evaluation
sing the wrong stylist,
stylist or for not communicating her own nee
ne
se history and clearly evaluating symptoms;
symptoms dry cleaner’s s
. Failure to obtain satisfaction with any of these services m
Post Experience Evaluation
With products on the other hand the consumer just has to p
se, making it clear that if something goes wrong, it is not fa
ently about services than about goods because of their bel
Post Experience Evaluation
nd consumer behaviour that suggests that people rememb
e than to think of positive experience.
ce
ds of goods are the availability of substitutes, social ties to
Understanding Differences Among Consumers