Customer decision model
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Transcript of Customer decision model
![Page 1: Customer decision model](https://reader035.fdocuments.in/reader035/viewer/2022081521/5889a8f11a28abf2038b62b5/html5/thumbnails/1.jpg)
CUSTOMER DECISION MODELPRE PURCHASE STAGE
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Pre Purchase Process
Need Arousal
Evaluation of Alternatives
Info Search
Purchase decision
Service Expectation
Evaluation of predicted attributes performance
RISK
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Need Awareness
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Information SearchInformation search in services is more extensive due to
uncertainty and perceived risk.Multiple Sources of information
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Evaluation of Service• Evaluation increase the confidence level of the customer.• Evaluation of service is difficult because of its intangible
nature.• Attributes helps the customer to evaluate the service
1.Search Attributes 2.Experience Attributes 3.Credence Attributes
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Search Attributes
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Experience Attributes• Difficult to evaluate before purchase• Customers can only see the websites and broachers but
cannot experience• Can be evaluated by a person having experience
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Marketers Job
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Credence Attributes
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Perceived Risk (plastic Surgery)
• Functional Risk
• Financial Risk
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Perceived Risk• Temporal Risk
• Physical Risk
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Perceived Risk• Social Risk
• Psychological Risk
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Perceived Risk• Sensory Risk
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Strategic Response to managing Risk
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Types of Customer Expectation
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Zone of tolerance
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Service Encounter Stage
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Hi Contact to Low Contact• Opening a bank
account
- Hi touch - The old method using forms
- Low Touch - Federal Bank’s FedBook Selfie
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Servuction System – Service Production & Delivery
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Servicescape
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Service Personnel
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Support Services
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Other Customers
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Post Encounter Stage• Customer Satisfaction Measure• Positive Disconfirmation • Confirmation • Negative Disconfirmation
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Confirmation
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Positive Disconfirmation
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Negative Disconfirmation
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THANK YOU