Consumer behavior in the services sector
Summary :
Table of Contents
- Introduction
- Consumer behavior in the service sectors
- Ways to use the service marketing triangle
- Scope of studying consumer behavior
- Model of consumer decision making processes
- An overall model of consumer behavior
- Risks involved in the purchase process
- Dimensions of service quality
- Components of customer expectations
- Factors that influence customer expectations of services
- Conclusion
Abstract
This presentation will start with a look at the services marketing triangle. It will then explore the ways of using the services marketing triangle. it will then take a look at the scope of consumer behavior along with examining the consumers decision making process. It will then talk about the individual and environmental influences from where it will go into the overall model of consumer behavior. Then it will present the risks in the purchase process followed by the implications for the service providers. From there it will move to Customer expectations and perceptions of service and the dimensions of service quality. It will also take a look at the components of customer expectations and end with the zone of tolerance.
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