MODULE: 2

CONSUMER
BEHAVIOUR IN
SERVICES
SEARCH:
The customers, here will be the schools, colleges, coaching classes, etc., who wants to
avail the services of e-learning and smart classes will be in search of those companies who are
providing these services. Those educational institutes will search for these service providing
companies.
In India, the top few educational service providers are EduGorilla, EduKart, Embibe,
CareerGuide, Meritnation, Toppr, WizIQ, Culture Alley, Educomp, Vedantu, Nayi Disha, etc.
But many schools in India are availing the services of Educomp.

EXPERIENCE:
Suppose, one school availed the services of Educomp and it adviced to other school to
avail the services. The first school which is already availing the services will advice other
school for using the services will be based on the good experience. If there is no good and
satisfactory experience with the service provider than there are chances of negative word of
mouth in the market which may have the negative impact on the company.

CREDENCE PROPERTIES:
Credence properties means those properties that are not seen to the customers after the
purchasing or availing the services but are creating hinderance in the utility.
If the professors or the teachers who are not taking the training that how to run the
Educomp setup and how to use it than it creates a hinderance while utilizing the services.

CONSUMER CHOICE:
The marketers analyse that how the consumers are deciding which product to be
purchased, at what time to be purchased, etc. This process can be referred consumer choice.
Here as in the case of Educomp services, the educational institutes (consumers)
basically decides on the basis of the feedbacks provided by the other educational institutes who
are already availing or availed the services.

CONSUMER EXPERIENCE:
Consumer experience plays a very important role in deciding whether to avail the
services of the service providers or not.
The educational institutes (consumers) those are availing the services of Educomp will
have a good experience and will spread positive word of mouth in the market. This is because
they have got good experience of the services.
POST-EXPERIENCE EVALUATION:
The post-experience evaluation is the process which helps the consumers to decides
whether to avail the same services in the future or not.
Those institutes who had good experience and good services provided by the company
will always want to have the Educomp services again and again. And if those who don’t have
good experience don’t want to avail the services again.

CUSTOMER EXPECTATIONS OF SERVICE:

Customer expectations means that what the customer is expecting from the services
which he/she is going to or he/she is availing at times.
The institutes expects that the Educomp should provide them a login id, e-materials for
the different subjects in audio, visual or both in audio-visual along with the short description,
providing online solutions, reports, etc.

LEVEL OF EXPECTATIONS:
Level of expectations means that what is the standard of the services that the service
provider is providing and is the service provider maintaining the set standards which he/she
had set for the services.
The customers of Educomp expects the level ehich the Educomp has set should be
maintained and it should not deteriorate rather it should increase to the best of its ability.

CUSTOMER PERCEPTION:
Customer perception means that what the customers are thinking about the product and
services of the company.
Educomp smart class is a leading service provider in education industry. It provides
good online solutions and e-materials for learning. It is user-friendly in using the system. It
makes the teachers task easy for teaching the students, etc.

CUSTOMER SATISFACTION:
Customer satisfaction means that what is the level of satisfaction that the customer is
receiving from the services which he/she is availing.
The customers of Educomp are highly satisfied from the services which the company
is providing. Because the Educomp is easy to run and compute.
SERVICE ENCOUNTERS (MOMENT OF TRUTH):
Service encounters is the interaction between the service provider and its customers.
Educomp at every stage of the transaction of the services interacts with its customers
specially when there is problem in the system.