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 ...view middle of the document...
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:
Individual countries are becoming multicultural.
a. Values and attitudes differ across cultures:
Values and attitudes help us determine what is right, important and/or desirable.
b. Manners and customs represent a culture’s views of appropriate ways of behaving.
c. Material culture:
d. Aesthetics refers to cultural ideas about beauty and good taste.
e. Education and social institutions:
The services marketing mix:
(I) Traditional marketing mix:
(II) Expanded mix for services:
(II) People: all human actors who play a part in service delivery and thus influence the buyer’s perceptions; namely, the firm’s personnel, the customer, and other customers in the service environment.
The service provider or contact person can be very important. In most cases, the provider is the service itself.
In some cases, the contact person may play what appears to be a relatively small part in service delivery. (Admission off, Library etc.)
In many situations, customers themselves can also influence service delivery, thus affecting service quality and their own satisfaction.
Customers not only influence their own service outcomes, but they can influence other customers as well.
(III) Physical evidence: The environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.
Physical evidence of service includes all the tangible representation of service such as brochures, letterhead, business cards, report cards, equipments etc.
(IV) Process: The actual procedures, mechanisms, and flow of activities by which the service is delivered- the service delivery and operating systems.
Some services are very complex, requiring the customer to follow a complicated and extensive series of actions to complete the process.