Customer decision model
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Transcript of Customer decision model
CUSTOMER DECISION MODELPRE PURCHASE STAGE
Pre Purchase Process
Need Arousal
Evaluation of Alternatives
Info Search
Purchase decision
Service Expectation
Evaluation of predicted attributes performance
RISK
Need Awareness
Information SearchInformation search in services is more extensive due to
uncertainty and perceived risk.Multiple Sources of information
Evaluation of Service• Evaluation increase the confidence level of the customer.• Evaluation of service is difficult because of its intangible
nature.• Attributes helps the customer to evaluate the service
1.Search Attributes 2.Experience Attributes 3.Credence Attributes
Search Attributes
Experience Attributes• Difficult to evaluate before purchase• Customers can only see the websites and broachers but
cannot experience• Can be evaluated by a person having experience
Marketers Job
Credence Attributes
Perceived Risk (plastic Surgery)
• Functional Risk
• Financial Risk
Perceived Risk• Temporal Risk
• Physical Risk
Perceived Risk• Social Risk
• Psychological Risk
Perceived Risk• Sensory Risk
Strategic Response to managing Risk
Types of Customer Expectation
Zone of tolerance
Service Encounter Stage
Hi Contact to Low Contact• Opening a bank
account
- Hi touch - The old method using forms
- Low Touch - Federal Bank’s FedBook Selfie
Servuction System – Service Production & Delivery
Servicescape
Service Personnel
Support Services
Other Customers
Post Encounter Stage• Customer Satisfaction Measure• Positive Disconfirmation • Confirmation • Negative Disconfirmation
Confirmation
Positive Disconfirmation
Negative Disconfirmation
THANK YOU