Understanding Customer Behavior Chapter 4 HPR 322

Intro The organization must base its service on knowledge of customer behavior as they influence decision-making ▫Values, motives, lifestyle, personality ▫Social influences – Family, Reference Group, Community These all affect motivation and decisions to participate in leisure experiences

Labels impact relationship Participant, Patron, Customer, Client, Member, User, Visitor, Guest, Consumer Freedom, Dependence and Independence, Responsibility, Patterns of Communication, Privilege, Acknowledgement of expertise or value Direct people vs. enable Passive or helpless recipients vs. Capable of decision-making and independent judgment

Types of Labels Client – passively receives recommendations ▫Defer to expertise of programmer – Dependency ▫Programmer diagnoses needs and intervenes with services ▫Programmer exercises a discretionary risk ▫Typically clinical, therapeutic settings Consumer – an individual who uses services ▫Someone who uses goods or services to meet their needs – exchange time and/or $ for service

Consumers are free to choose – retain decision on participation Consumerism - Protection from unsafe, unhealthy, poorly organized services Two-way relationship – typically used in commercial settings Can apply in TR/RT in the form of certification/licensure

Customer – an individual who participates in a service on a regular basis Mutually beneficial relationship – loyalty, trust, satisfaction develops Evaluative Feedback - “Customer is always right” Relationship based on needs of customer being central – Quality, Value, Convenience

Guest – Individual treated courteously and respectfully, given special care and attention, made to feel welcome in an environment ▫Disney – Guest – Positive Guest relations Member – Exclusivity – Individual has been given special privilege because they have paid dues and/or has been inducted into a group or organization (YMCA, Club, etc)

In Leisure environments – access to facilities and services unavailable to others, associate with prescribed group of people, greater individual attention, care, service Members embrace the philosophy, values, goals of the agency 2-way communication & active involvement Members influence/control types of services

Participant – Individual actively engaging in the process Cooperating, providing social or emotional support, teamwork, problem-solving, contribute ideas Participation implies shared control – 2-way communication, decision-making, desire for positive outcome

Patron – an individual who buys services on a consistent or regular basis from a leisure service organization (like a customer) Provider wants 2-way communication and must provide high quality services that meet needs of patrons Consistently meeting needs builds loyalty Latin patronus – “person to be respected” Patrons may support with time and money

Involvement may be long and enduring May not consume services may serve on a Board or committee or represent agency as a proponent User – individuals who involve themselves actively in a program or service on a regular basis – consistent pattern of involvement Relationship of need/dependence/dependability User has needs and professional fills them

Visitor – individual who visits an area or facility and participates in a program May be invited or informal and spontaneously Regular or infrequent visits – provider wants them to become regular customers Similar to Guests – Valued, treated courteously, entertained, educated, enhanced Relationship is mutual respect, positive interaction, support Often comes to see or participate in geographic, cultural, historic activity or site

Customer Decision Making in Leisure Different levels and complexity ▫75, RV for weekend and summer vacations ▫Changing traditional vacation spot ▫Purchasing same brand of golf balls Extended/information search Product, service or brand switching Routine/repeat decision-making (habit) – meets their needs See Model – Figure 4.1 on pg 105 Customers use information to seek benefits

Variables that Impact Decision-Making Involvement – Reflects self-image, attitude, behaviors – exemplifies lifestyle – user finds relevance and interest Differentiation – Subtle differences that separate available services or products - Choice Time Pressure – Convenience or location

Age Factors when planning Leisure Experiences Lifespan is longer ▫1900 (47.3 yrs) ▫Today 78 and 75 (women vs. men) ▫Those who reach 65 are expected to live 15 more In 2028 more than ¼ of population will be over 65 Cohorts – groups of individuals in same age range (5, 7, -10 years) ▫May have similar interests, values, attitudes based on their life experiences but they are individuals

Major life events – Life Change Units ▫Experiential differences ▫Individual intelligence ▫Temperament and Personality ▫Social Class ▫Cultural influence ▫Level of Education ▫Job and income ▫Racial and ethnic differences Cohorts and Generational Events – pg Life Change Units – Table pg 116

Leisure Behavior Intrinsic and Extrinsic Influenced by competencies and availability ▫SocializingAcquisitive ▫AssociativeCompetitive ▫TestingRisk-Taking ▫ExplorativeVicarious ▫Sensory StimPhysical Expression ▫CreativeAppreciative ▫Variety-SeekingAnticipatory and Recollective ▫AltruisticSpiritual Expression