Consumer Behaviour in Services
Consumer Behaviour in Services
1. Need Discovery
Definition: This is the initial stage where the consumer identifies a need or want that prompts them to seek out a service.
In Detail:
- Functional Needs: These are practical or utilitarian needs, such as needing a repair or maintenance service. For example, a consumer might realize they need an electrician because of a malfunctioning electrical system.
- Emotional Needs: These are psychological needs or desires, such as wanting convenience or a sense of security. For instance, someone might hire a cleaning service to reduce stress and free up time for other activities.
- Service Context: Services are often sought because they fulfill specific needs that are not easily met by products alone. For instance, a consumer may need the expertise of a financial advisor to plan their investments effectively.
2. Information Search
Definition: This stage involves gathering information to evaluate different service providers and their offerings.
In Detail:
- Sources of Information: Consumers may use various sources including:
- Company Websites: To gather detailed information about services, pricing, and company reputation.
- Sales Representatives: To obtain personalized information and clarification about services.
- Customer Reviews: To see feedback from other users regarding the service quality and reliability.
- Word of Mouth: Recommendations from friends, family, or colleagues who have used similar services.
- Evaluation Criteria: Consumers assess services based on factors like cost, service quality, provider reputation, and the specific benefits offered. For example, when selecting a health care provider, consumers might compare the services, qualifications, and costs.
3. Proof Devices
Definition: Proof devices are tools used by service providers to demonstrate the value and reliability of their services.
In Detail:
- Customer Testimonials: Positive feedback from previous clients can serve as social proof of the service's quality.
- Case Studies: Detailed accounts of how the service has successfully addressed specific problems for other clients.
- Certifications and Accolades: Awards or certifications that validate the service provider’s expertise and quality.
- Service Demonstrations: While direct demonstrations of services are challenging, providers might offer trials or showcases of their work.
- Emotional Connection: Highlighting how the service saves time, reduces stress, or improves the consumer's quality of life can make the service more appealing.
4. Post-Purchase Evaluation
Definition: This is the stage where the consumer assesses their experience with the service after it has been delivered.
In Detail:
- Comparison with Expectations: Consumers compare their actual experience to their expectations to determine satisfaction.
- Importance of Follow-Up: Service providers should follow up to ensure customer satisfaction and address any issues. This can include feedback surveys or follow-up calls.
- Impact of Service Providers: The behavior and professionalism of service staff play a critical role in the consumer’s overall evaluation. For instance, a courteous and skilled technician can enhance the service experience significantly.
- Feedback Mechanisms: Collecting and analyzing customer feedback helps providers improve their service quality. For example, if customers report delays or issues with service delivery, the provider can adjust their processes to address these concerns.
Key Points:
- Intangibility: Unlike products, services cannot be seen, touched, or tried before purchase. This makes it crucial for service providers to use proof devices effectively to build trust.
- Emotional Impact: Services often involve a significant emotional component. Ensuring that consumers feel valued and understood can enhance their overall experience.
- Continuous Improvement: Gathering and acting on customer feedback helps in refining services and maintaining high levels of customer satisfaction.
Understanding these stages helps businesses tailor their marketing and service delivery to better meet consumer needs and improve overall service quality.