1. Module 02 Consumer behavior: customer expectations and perceptions
MKT8003
Services marketing
Management
Faculty of Business and Law
Module 02
Consumer behavior: customer expectations
and perceptions

3. Consumer’s Decision Making Process

4. Consumer’s Decision Making Process
Understanding cultural differences is important in service marketing because of its effects on the ways that the customer evaluate and use services
Service provision as drama

5. Hoftstede’s Cultural Dimensions

6. The Service Encounter Stage
Decision making process
Service encounter stage
Experience is marketing

7. customer expectations and perceptions
Consumer behavior:
customer expectations and perceptions
Strategic implications of process type
People-processing
Possession-processing
Mental-stimulus processing
Information-processing
High contact services
Medium contact services
Low contact services
level of contact with the service will significantly influence the scope and structure of the service marketing system

8. The Service Encounter Stage

10. Defining Customer Satisfaction
Satisfaction is derived from Latin – satis (good enough or sufficient) and facio (to do or make)
Satisfaction is a post-purchase evaluation of the overall service experience
Satisfaction is an emotive state or feeling reaction

11. Customer perceptions of quality and customer satisfaction