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1. Chapter 2: Customer Behavior in Service Marketing

2. How consumers seek, choose, purchase, experience and evaluate services Two most important influences- consumers life stage and the generation in which he/she was born Consumer Decision Making: The Three-Stage Buying cycle Pre-purchase Stage Service Encounter Stage Post-purchase Stage Overview

3. Differences among Services Affect Customer Behavior Consumers are rarely involved in the manufacture of goods but often participate in service creation and delivery Challenge for service marketers is to understand how customers interact with service operations Based on differences in nature of service act (tangible/intangible) and who or what is direct recipient of service (people/possessions), there are four categories of services: People processing Possession processing Mental stimulus processing Information processing

4. Factor Influencing Consumer Behaviour Psychological Factor Social Factor Cultural Factor Personal Factor Economic Factor

5. People Processing Possession processing Mental stimulus processing Information processing 4 Categories of Service

6. Pre Purchase Stage Awareness of Need Information Search Evaluation of Alternatives Service attributes, Perceived risk, Service expectations Purchase Decision

7. A Framework for Developing Effective Service Marketing Strategies Understanding Customer Needs, Decision Making, and Behavior in Service Encounters Building the Service Model Managing the Customer Interface Implementing Profitable Service Strategies