customer behaviour culture and service encounters student 6echlovelock顾客行为文化服务遭遇.pptx

DigitalImagePowerPointtopany:Chapter2

Customerbehaviour,cultureandserviceencountersStudentNotes

Learningobjectives2.1Explainthethree-stagemodelofserviceconsumption2.2Describetheimpactofcultureuponconsumerbehaviourinservicesettings2.3Explaintherelevanceofperceivedriskandinformationsearchatthepre-purchasestageofthebuyingprocess2.4Describewhyroleandscripttheoryandcontroltheoryarecentraltounderstandingcustomerbehaviourinservicesettings2.5Explainwhyitisnecessarytounderstandcustomers’psychologicalneedsandvalues2.6Describethebasicmechanismthatunderpinstheformationofpost-purchasesatisfactionevaluations

UnderstandingcustomerbehaviourConsumerbehaviourisstronglyinfluencedbycultureAsian(Eastern,collectivist)culturesaredistinctlydifferentfromWestern(individualistic)cultures

ImpactofcultureCultureisthesumoflearnedbeliefs,valuesandcustomsthatcreatebehaviouralnormsforagivensocietyHofstedeidentifiedfourunderlyingdimensionsofculturalvalues: (1)collectivism/individualism (2)uncertaintyavoidance (3)powerdistance (4)masculinity/femininity

HongKongDisneylandOn12September2005,HongKongDisneylandResortanditsthemepark,HongKongDisneyland,officiallyopened.?ALEXHOFFORD/epa/Corbis

Thethree-stagemodelofserviceconsumptionPre-purchasedecisionmakingPurchaseandconsumption—theserviceencounterPost-encounterstage

Stage1:Pre-purchasedecisionmakingNeedarousalInformationsearchEvaluatingalternativesPerceivedriskRiskanduncertaintyaversionStrategiesforriskreductionInformationsourcesusedtoselectbusinessservices

NeedarousalPeople’sunconsciousminds(e.g.personalidentityandaspirations)

AjobinterviewmaytriggerrecognitionofneedforhairdressingservicesPhysicalconditions(e.g.yourhungerneeddroveyoutoStarbucksforbreakfast)ExternalsourcesCommercialcuesSocialcuesPhysicalcues

Informat