Marketing Plan

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...