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1、Services Marketing 工商管理学院张毓峰Tel(home):87352039Email: 2.CUSTOMER BEHAVIOR IN SERVICESnServices:Search versus Experience versus Credence Properties?nServices:Categories in the Decision-making Process -Information Search -Evaluation of Alternatives -Purchase and Consumption -Post-purchase Evaluation Se
2、rvices:Search versus Experience versus Credence Properties(Qualities)?nSearch quality: attributes that a consumer can determine before purchasing a product. (color,style,price,fit,feel,hardness,smell)nExperience quality: attributes that can only be discerned after purchase or during consumption.(tas
3、te,wearability)nCredence(信任) quality: attributes that consumer may find impossible to evaluate after purchase or consumption.(especially services provided by professional and specialists) FIGURE2-1: Continuum of evaluation for different types of productsnFigure2-1ClothingJewelryHousesAutomobilesR me
4、alsVacationHaircutsTele repairLegal servicesMedical diagnosisEasy to evaluateDifficult to evaluate High in search quality High in experience quality High in credence qualityMost goods Most services Categories in consumer decision-making and evaluation of services Information search-use of sources-pe
5、rceived riskEvaluation of alternatives-evoked set-emotion and moodPurchase and consumption-service provision as drama-service role and scripts-compatibility of customersPost-purchase evaluation-attribution of dissatisfaction-innovation diffusion-brand loyalty Information SearchnProposition 1: Consum
6、ers seek and rely more on information from Personal Sources when evaluating services before purchase.nProposition 2: Consumers engage in greater post-purchase evaluation and information-seeking with services than goods(?experience qualities ). Information SearchnProposition 3: Consumers engage in mo
7、re post-purchase evaluation than pre-purchase evaluation when selecting and consuming services.nProposition 4: Consumers perceive greater risks when buying services than when buying goods. Evaluation of AlternativesnProposition 5: The consumers evoked set of alternatives is smaller with services tha
8、n with goods. Proposition 6: For many nonprofessional services,the consumerevoked set frequently includes self-provision of the service. Evaluation of AlternativesnProposition 7: Positive(negative) moods and emotions enhance(decrease) the likelihood(可能性) of performance of behaviors with positive exp
9、ected outcomes. Proposition 8: Mood and emotions bias(使有偏见)the consumers evaluation of service encounters in “mood-congruent” (与情绪一致的)directions. Evaluation of AlternativesnProposition 9: The mood of the consumer influences the way impressions of a service are encoded,retained,and retrieved by the c
10、ustomer. Proposition 10: The greater the human interaction in the service encounter,the more likely the consumers evaluation of the service will be influenced by moods and emotion. Purchase and ConsumptionnProposition 11: The delivery of service can be conceived as drama where: service personnel are
11、 the “actors”,service customers are the “audience”,physical evidence of the service is the “setting”,and the process of service assembly is the “performance”. Proposition 12: Service encounters can be viewed as role performances. Purchase and ConsumptionnProposition 13: Negative departure from the c
12、ustomers expected script(剧本)will detract from service performance. Proposition 14: Departures from the customers expected script,including provision of more of an attribute than expected, may detract from or add to the service experience. Proposition 15: Customer compatibility is a factor that influ
13、ence customer satisfaction,particularly in high contact services. Post-purchase EvaluationnProposition 16: Consumers attribute some of their dissatisfaction with services to their own inability to specify or perform their part of the service.nProposition 17: Consumers may complain less frequently ab
14、out services than about goods due to their belief that they themselves are partly responsible for their dissatisfaction. Post-purchase EvaluationnProposition 18: Consumers adopt innovations in services more slowly than they adopt innovations in goods.nProposition 19: Brand switching is less frequent
15、 with services than with products. Reasonsuse of personal source(the influence of word of mouth in services)-Mass and selective media can communicate little about experience qualities.-Non-personal sources of information may not be available.-Since consumers can discover few attributes before purcha
16、se,they feel greater risk in selecting a little-known alternative.#personal influence =product complexity+objective standards return A model of audience response to commu 1.consumer selects from virtually indistinguishable alternatives.2.Trough experience the consumer develops an attitude toward the
17、 service.3.After the development of an attitude,the consumer learns more about the service by paying attention to messages supporting his or her choice. return Why greater risks?nIntangible and the high level of experience qualitiesnNon-standardizednSold without guarantees or warranties(The dissatis
18、fied service purchase can rarely “return” a service,since he has consumed it by the time he realizes his satisfaction. )nCredence qualities return Why smaller evoked set?1.Difference in retailing between goods and services.2.Consumer are unlikely to find more than one or two business providing the s
19、ame services in a given geographic area.3.The difficulty of obtaining adequate pre-purchase information about services. return Customer compatibility is important,especially in situations where:-In close physical proximity(接近/亲近) to each other,(in crowded airlines);-Verbal interaction among customer
20、s(in restaurants,night clubs,and bars);-The service environment attracts a heterogeneous customer mix(public parks or bowling alleys);-Customers must occasionally wait for the service(in physiciansoffices );-other situations. return Innovation diffusion(创新扩散) The rate of diffusion of an innovation d
21、epends on consumers perceptions of the innovation with regard to five characteristics: relative advantage; compatibility; communicability; divisibility(可分性可分性); complexity. return Brand loyaltyThe degree to which consumers are committed to particular brands of goods or services depends on a number o
22、f factors: The cost of changing(switching) brands; The availability of substitutes; The perceived risk associated with the purchase; The degree to which they have obtained satisfaction in the past. return 思考题2：1、列举具有高的信任特性的服务例子。2、哪些服务消费者可能主要是依赖大众传媒工具来获得信息并做出购买决策的?3、对于哪一类型的服务，消费者的购后评价最多？哪些又最少？4、在购买服务的消费者体验中，服务保证对感知风险的影响是什么？5、列举具有顾客兼容性的五项服务。6、哪些服务的品牌转换对消费者来说是比较困难的？7、从信息搜寻、选择项评估、购买和消费、购后评价四个方面来分析某一具体服务中消费者行为。
