This presentation will start with a look at the services marketing triangle. It will then explore the ways of using the services marketing triangle. it will then take a look at the scope of consumer behavior along with examining the consumers decision making process. It will then talk about the individual and environmental influences from where it will go into the overall model of consumer behavior. Then it will present the risks in the purchase process followed by the implications for the service providers. From there it will move to Customer expectations and perceptions of service and the dimensions of service quality. It will also take a look at the components of customer expectations and end with the zone of tolerance.
[...] Scope of Consumer Behavior How individuals make decisions to spend their valuable resources ( time, money & effort) What they buy When they buy Where they buy Why they buy How often Consumer Decision Processes Decision Making Model Individual Influences Environmental Influences Overall Model Of Consumer Behavior How Product Attributes Affect Ease of Evaluation) Perceived Risk in the Purchase Process Functional Financial Temporal Physical Psychological Social Sensory Implications for Service Providers Information Obtained from Personal Sources Intangibility Issues Customer Part of Service Delivery Time is Crucial factor Customer Expectations and Perceptions of Service Dimensions of Service Quality Tangibility Reliability Responsiveness Assurance Empathy Components of Customer Expectations Desired Service Level: What they want Adequate Service Level: What they are willing to accept Predicted Service Level: What they believe they are likely to get. Zone of Tolerance Factors that Influence Customer Expectations of Services Zone of Tolerance Fishbowl Consumer Behavior in Services The Services Marketing Triangle Ways to Use the Services Marketing Triangle Overall Strategic Assessment How is the service organization doing on all three sides of the triangle? Where are the weaknesses? What are the strengths? Specific Service Implementation What is being promoted and by whom? How will it be delivered and by whom? [...]
[...] Zone of Tolerance Factors that Influence Customer Expectations of Services Zone of Tolerance Indicative Bibliography Proposed by Oboulo.com http://webdb.ucs.ed.ac.uk/operations/honsqm/Papers/servqual.pdf http://mgtclass.mgt.unm.edu/MIDS/Kraye/Mgt%20489/Week%20%239%20Chap11%20MGT%20489.ppt Consumer behavior in the services sector The Services Marketing Triangle Ways to Use the Services Marketing Triangle Overall Strategic Assessment How is the service organization doing on all three sides of the triangle? Where are the weaknesses? What are the strengths? Specific Service Implementation What is being promoted and by whom? How will it be delivered and by whom? Are the supporting systems in place to deliver the promised service? [...]
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