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    Marketing Chap 3

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    Ava Jasmin Simborio
    The document discusses the customer experience gap model and the stages of consumer decision making. It outlines the stages as need recognition, information search, and evaluation of alternatives. It then lists factors that influence post-experience evaluation such as word of mouth, communication, attributes of dissatisfaction, and biases that can impact brand loyalty.

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    Marketing Chap 3

    Uploaded by

    Ava Jasmin Simborio
    12 views13 pages
    The document discusses the customer experience gap model and the stages of consumer decision making. It outlines the stages as need recognition, information search, and evaluation of alternatives. It then lists factors that influence post-experience evaluation such as word of mouth, communication, attributes of dissatisfaction, and biases that can impact brand loyalty.

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    Service marketing

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    The document discusses the customer experience gap model and the stages of consumer decision making. It outlines the stages as need recognition, information search, and evaluation of alternatives. It then lists factors that influence post-experience evaluation such as word of mouth, communication, attributes of dissatisfaction, and biases that can impact brand loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    12 views13 pages

    Marketing Chap 3

    Uploaded by

    Ava Jasmin Simborio
    The document discusses the customer experience gap model and the stages of consumer decision making. It outlines the stages as need recognition, information search, and evaluation of alternatives. It then lists factors that influence post-experience evaluation such as word of mouth, communication, attributes of dissatisfaction, and biases that can impact brand loyalty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 13

    Customers compare the service they 'experience' with what they 'expect' and when it does not match

    the expectation, a gap arises.

    Stages in Consumer Decision Making and Evaluation of Services

    Need recognition (physiological, safety and security, social, ego, self-actualization) Information search Evaluation of alternatives Purchase

    NEED RECOGNITION

    INFORMATION SEARCH

    EVALUATION OF ALTERNATIVES

    WORD OF MOUTH

    COMMUNICATION

    ATTRIBUTE OF DISSATISFACTION

    POST-EXPERIENCE EVALUATION

    POSITIVE OR NEGATIVE BIASES

    BRAND LOYALTY

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