ON
“CONSUMER BEHAVIOR
IN
SERVICES”
SUBMITTED BY:
SHAH PRATHMESH NIRANJAN
ROLL NO. : 81140
MBA-III (MARKETING)
SUBMITTED TO:
PROF. YOGESH RAUT
-1-
INTRODUCTION
DEFINITION OF CONSUMER BEHAVIOR:
Consumer Behaviour can be defined as the decision-making process and physical activity
involved in acquiring, evaluating, using and disposing of goods and services.
Company
(Management)
Internal External
Marketing Marketing
Employees Customers
Interactive
Marketing
CONSUMER DECISION PROCESS
It is very important to understand the 5-step consumer decision process. The 5-steps are as
follows:
1. Need Recognition- The actual need is felt by the consumer in this step.
2. Information Search-The consumer searches for information available to him/her
through internal and external sources of information.
3. Pre-purchase Evaluation-The consumer evaluates various alternatives available to
him/her in this step.
-2-
4. Purchase-Finally, the consumer makes a purchase decision by buying the product.
5. Post-purchase Evaluation-Consumer uses the products and decides about its
performance, and/or seeks and evaluates the after sales services provided by the
company.
In the above 5-step decision making process, the consumer is influenced by a number of factors,
broadly they may be categorized as:
1. Individual Influences- Consumer Motivation; Consumer Knowledge and Behavioral
Learning; Information Processing; Demographics, Psychographics & Personality;
Intentions, Attitudes, Beliefs and Feelings.
2. Environmental Influences-Culture, Ethnicity & Social Class; Group, Family & Personal
Influences.
CUSTOMER EXPECTATIONS AND PERCEPTIONS OF SERVICE
ZONE OF TOLERANCE:
Zone of tolerance may be defined as that region that lies in between the adequate and the desired
service levels. The following points must be remembered regarding the zone of tolerance:
1. Customers do not notice service performance.
2. A customers desired service expectation is same for all service providers within a
category.
3. Adequate service expectation level varies for different firms within a category.
4. Zone of tolerance expands or contracts for a customer from time to time.
5. Zone of tolerance varies for different customers.
6. Zone of tolerance varies for service dimensions. E.g. unreliability will be least tolerated.
7. Zone of tolerance varies for first time & recovery service.
-4-
FACTORS THAT INFLUENCE CUSTOMER EXPECTATIONS OF SERVICES:
PERSONAL NEEDS
OF
PERCEIVED SERVICE
TOLERANCE
ALTERATIONS
SITUATIONAL
FACTORS
LATEST TREND IN THE SERVICE INDUSTRY FOR MAPPING CONSUMER BEHAVIOR
1. It is very difficult to evaluate services which lie on the extreme right of the goods-services
continuum. However, we may predict the performance of the service provider and hence the
service offered by him. According to a US journal, the Hilton group of Hotels has implemented a
Psycho-analytical Performance & Feedback Management System. In this system the employees
of the service provider give weekly feedback to an expert Psychiatrist and Researcher, who rate
these feedbacks and give a quarterly update about the same to other employees and the top
management on a quarterly basis.
2. Due to the credit crunch and economic downturn, customers in the US are unable to pay huge
bills of their hotels/motels and restaurants. Hence, the service providers of Colorado & Michigan
State of USA, in these segments have joined hand to share their database of those blacklisted
candidates who have either not paid their dues or are bankrupt. In this way they may
prevent/restrict entry to a fraudulent/con customer.
-5-