Submitted by: Submitted by suhana12345
Views: 347
Words: 548
Pages: 3
Category: Business and Industry
Date Submitted: 01/15/2011 04:28 AM
MKT 350, Lecture 4
• Service purchase & consumption:
1. Emotion & mood: are feeling of a person that influences his/her perceptions of their experiences.
Moods refer to transient feeling states that occur at specific times and in specific situations, whereas emotions are more intense, stable and persuasive.
If a service customer is in a “bad mood”- it is more likely that he interprets the service in a negative manner.
When another customer in the service establishment is frustrated-
Positive moods can make customers more obliging and willing to participate in behaviors that help service encounters succeed.
A customer in a good emotional state is probably going to overlook the delays in service.
Moods and emotions influence service customers to be bias in the way they judge service encounters and providers.
• Postpurchase evaluation:
The customers may feel more responsible for their dissatisfaction when they purchase service than for goods,
The quality of many service depends on the information they bring to the service encounter,
Brand loyalty: depends on:
a. the cost of changing brands ( switching cost),
b. the availability of substitutes,
c. the perceived risk associated with the purchase,
d. the degree of satisfaction that they have received in the past.
Consumers of service are more brand loyal than for goods because of the following reasons
Greater search cost and monetary costs may be involved in changing brands of services than in changing goods.
If consumers greater perceived risks in service, they probably depend on brand loyalty to a greater extent than in products.
“Regular customer” allows the seller to understand his/her taste better.
The role of culture in services:
a. Culture:
International marketing,
Individual countries are becoming multicultural.
a. Values and attitudes differ across cultures:
Values and attitudes help us determine what...