SERVICES MARKETING AND

CUSTOMER EXPERIENCE

Consumer decision making process:

Implications for Service Provider

IIPM Kolkata
March 2010
 Steps involved in Consumer
Decision Making
 Need Perception
 Search for Information
 Evaluation of Alternatives
 Purchase and Consumption
 Post –Purchase Evaluation
 The Process Flow
Environmental Factors: Need Perception External Sources:
•Culture •Personal Sources
•Sub Culture Search for •Commercial sources
•Social Class Information •Public sources
•Reference Grps •Experiential sources
•Family
Evaluation of
Marketer Alternatives Internal Sources
Activities
Purchase Decision

Post Purchase Evaluation

Need Perception
 Difference between Actual and
Desired State
Search for Information and
Perceived Risk
 Search for information is triggered
when a “Need” is felt.
Evaluation of Alternatives
 This is used by Consumers in order to
justify and ascertain the various
options at hand
Purchase Behaviour
 Leads to final purchase
 Trial Purchase
 Repeat Purchase
 Long term commitment purchases
Post Purchase Evaluation
 When Comparison with performance
is evaluated against expectations.
Implications for Service Provider
 Decision based on Personal Sources
 Decision based on Service and
Credence Qualities
 Inseparability and Co- Production
 Time
 Intangibility characteristics