CONSUMER DECISION MAKING PROCESS

(SERVICES)
 CONSUMER DECISION MAKING
PROCESS (SERVICES)
• Pre-Purchase Stage
1
• Service Encounter Stage
2 • (Known as Moments of Truth)

• Post-Encounter stage
3
PRE-PURCHASE STAGE

 Need Awareness
 Information Search
 Evaluation of alternatives.
 Multi attribute model.
 Service attributes.(Search, Experience and Credence
attributes).
 Perceived Risk.
 Service Expectations (Factors that influence the different
levels of customer expectations- Desired service, adequate
service, predicted service, Zone of tolerance)
 Purchase decision
Service Expectations
 Desired service-This is a “wished for” level of service—a
combination of what customers believe can and should be
delivered in the co However, most customers are realistic and
recognize that a firm can’t always deliver the “wished for” level of
service. Desired service can also be influenced by explicit and
implicit promises made by service providers, word of mouth, and
past experiences. However, most customers are realistic and
recognize that a firm can’t always deliver the “wished for” level of
service. Thus, they have a threshold level of expectations termed
adequate service, as well as a predicted service level.
 Adequate service- This is the minimum level of service
customers will accept without being dissatisfied.
 Predicted service-This is the level of service that customers
actually expect to receive.
Service Expectations
 Zone of tolerance-It can be difficult for firms to achieve
consistent service delivery at all touch-points across many
service delivery channels and thousands of employees. Even
the performance of the same service employee is likely to
vary from time to time. The extent to which customers
are willing to accept this variation is called the zone
of tolerance. A very poor performance causes
frustration and dissatisfaction, whereas one that
exceeds the zone of tolerance can surprise and
delight customers.
SERVICE ENCOUNTER STAGE

 The Servuction System (Technical Core, Service

delivery).
 Theater as Metaphor.
POST-ENCOUNTER STAGE

 Customer satisfaction.
 Service quality.