A Services Perspective

Framework

Understanding
customer Needs Implementing
Managing
Building a Profitable
Decision Making customer
Service Model Service
Service Interface
Strategies
Encounters
 Overview

How consumers seek, choose, purchase, experience and

evaluate services
Factors Influencing Consumer Behavior
Consumer Decision Making: The Three-Stage Buying cycle
– Pre-purchase Stage
– Service Encounter Stage
– Post-purchase Stage
 Service Categories

 People Processing
 Possession processing
 Mental stimulus
processing
 Information
processing
 People Processing

Customers must:
Physically enter the service factory
Co-operate actively with the service operation
 Managers should think about process and output from
customer’s perspective
To identify benefits created and non-financial costs:
Time, mental, physical effort
 Possession Processing

Customer ask to provide tangible treatment

Repair/ maintenance
Refueling
Laundry
 Mental Stimulus Processing

Directed at people’s mind or anything that touches

people mind and influence behavior
Education
 News/information
Music concert
 Information Processing

 Accounting
 Banking
 Legal services
 Securities investment
 Factors Influencing Consumer Behavior

Marketing Economic Personal Group Purchasing

Campaigns Conditions Preference Influence Power
Three Stage Model
• Need Awareness
• Information Search
Pre- • Evaluation of Alternatives
purchase • Purchase Decision

• High Contact Service

Service • Low Contact Service
Encounte
r

• Evaluation of Service Performance

Post- • Future Intentions
Purchase
 Pre-purchase

Awareness of Need – This could be due to: Unconscious

Minds (Aspirations), Physical Conditions (Car Broken down),
External Sources (Marketing Activities)
Information Search: Internal (past experience), External
(Online, Reviews of others, Newspapers, Magazines etc.)
Evaluation of Alternatives: Perceived Risk
Purchase Decision
 Perceived Risk

Functional – Physical- What if

Financial-What if
What if the there is a
there is
product fails to personal safety
monetary loss?
function? issue?

Time – What if
Psychological – Social- Fear of
we waste so
What if it spoils social
much time and
my image? embarrassment?
its not worth it?
 Service Encounter

High Contact: Low Contact:

Hotels, Restaurants, Online delivery
Retail Store, Banks Zomato, BigBasket etc.
 Post encounter stage

Evaluation of •Customers evaluate

service
Performance
service performance

•Brand Switcher
Future Intentions
•Brand Loyal
 Customer Evaluation of Services

 Search Qualities
Attributes a consumer can determine prior to purchase of a product

 Experience Qualities
Attributes a consumer can determine after purchase (or during
consumption) of a product

 Credence Qualities
Characteristics that may be impossible to evaluate even after
purchase and consumption
 Outcomes

Delight • Service exceeds expectations

Satisfaction/Dissatisfact • Service matches/doesn’t match

ion expectations

Cognitive • Customer unsure of service performance

Dissonance
 Assignments

Topic Div and Group

Vijay Sales A, B: 1
PVR Cinemas C,D: 1

Maruti Dealerships: Nexa, Arena and True Value A,B: 2, 3, 4

CCD A,B: 5
Pizza Hut C,D: 2
Lakme Salon C,D: 3
Lifestyle Retail C,D: 4
Vaishali Restaurant C,D: 5
JW Marriot A,B: 6
HDFC Bank C,D: 6
D-Mart A,B: 7
Aditya Birla Memorial Hospital A,B: 8
Chroma B: 9, 10
Euro Kids (School) C,D: 7
UPS C, D: 8
Asian Paint Services D: 9
 Assignments

Remaining Presentation Topic

Tata Sky
Bookmyshow

Bigbasket

Firstcry.com

Dominos

Subway
Thank you!!