PAPER

CONSUMER BEHAVIOR IN THE SERVICE BUSINESS CONTEXT

ACCOUNTING SERVICE MARKETING

By Group 1:

ADE AULIA(1862201169)

ROVI ADONIS (1862201132)

M. SYAHRUL RAMADHAN (1862201143)

WINDI OKTAVIANI (1862201080)

ACCOUNTING INTERNATIONAL CLASS

FACULTY OF ECONOMIC

UNIVERSITY OF LANCANG KUNING

2019
 PREFACE

Thank to Almighty God who has given His bless to the writer for finishing the paper
assignment entitled “CONSUMER BEHAVIOR IN THE SERVICE BUSINESS
CONTEXT”. Hopefully this paper can provide greater insight and becoming contribute ideas
to the reader, especially my friends in class. I am aware that this paper still many
shortcomings and far from perfect. To that end, the lecture asked my supervisor input for the
improvement of my paper making in the future and expect criticism and suggestions from
readers.

Writer

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 Table Of Contents

Preface .................................................................................................................................... i

Table of Contents ................................................................................................................. ii

Chapter I Introduction ........................................................................................................ 1

1.1 Issue Background ....................................................................................................... 1

1.2 Problem Formulation ................................................................................................. 1
1.3 Purpose of Paper ........................................................................................................ 1

Chapter II Discussion .......................................................................................................... 2

2.1 Definition of Consumer Behavior .............................................................................. 2

2.2 Three Stage Model Regarding Service Consumption ................................................ 2
A. Pre-Purchase Stage ................................................................................................ 2
B. Service Stage ......................................................................................................... 4
C. Post-Service Stage ................................................................................................. 6

Chapter III Closing .............................................................................................................. 8

3.1 Conclusions ................................................................................................................ 8

References ............................................................................................................................. 9

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 CHAPTER I

INTRODUCTION

1.1 Issue Background

Understanding consumer behavior is the heart of marketing. We must understand how people
make decisions about the purchase and use of a service, and what determines their satisfaction
after consuming that service. Without this understanding, no organization can expect to create
and deliver services that produce customer satisfaction. Consumer behavior according to Kotler
and Keller (2008: 214) is the study of how individuals, groups and organizations choose, buy,
use and place goods, services, ideas or experiences to satisfy their wants and needs. The
consumer can be an individual or an organization, they have different roles in consumption
behavior, they may act as initiators, influencers, buyers, payers or users.

1.2 Problem Formulation

1. What is meant of consumer behavior?

2. What are the stages regarding service consumers?
3. What is the pre-purchase stage?
4. What is the service phase?
5. What is the post-service stage?

1.3 Purpose of Paper

1. To find out what consumer behavior is

2. To find out what are the stages regarding service consumers
3. To find out what is the pre-purchase stage
4. To find out what the service stage is
5. To find out what post-service resistance is

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 CHAPTER II

DISCUSSIONS

Consumer Behavior in the Service Business Context

2.1 Definition of Consumer Behavior

Consumer behavior is a process that is passed by a buyer in finding, buying, using, evaluating
and acting on the consumption of products and services, as well as ideas that are expected to
meet the person's needs. Understanding consumer behavior is the heart of marketing. We must
understand how people make decisions about the purchase and use of a service, and what
determines their satisfaction after consuming that service.

2.2 The 3-stage model regarding service consumption

3 stages in the consumption of services by consumers, namely:

o pre-purchase stage
o service interaction transaction stages
o and post-service interaction transactions

A. Pre-Purchase Stage

The pre-purchase stage (prepurchase stage) is the initial stage where consumers realize
their needs for food. This usually involves a stimulus that comes from yourself (internal).

• The emergence of needs

At this stage the consumer will realize what is needed by himself or his organization.
These needs can be spurred on by:

o Subconscious mind (personal identity and aspirations)

o Fisik Physical condition (hunger)
o Eksternal External sources (marketing activities, promotions

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• Information search

Consumers begin to look for what product information that suits their needs.

• Evaluate a number of alternatives

The level of difficulty in evaluating service products before they are purchased is
properties which are then divided into 3 types:

 Search attribute search attributes that are real characteristics that can be valued
by consumers before buying goods (for example: style, color, texture, taste, shape,
etc.).
 Experience attribute Experience attributes are things that cannot be evaluated
before purchase. Consumers must experience the service and then consumers can
assess the service. Credence attribute
 credibility attribute. on this attribute it is still difficult for consumers to evaluate
the characteristics even after they have consumed the service.

• Risk Perception Due to the high proportion of attributes of experience and credibility,
customers often worry about the risk of making a purchase which in the end can be
disappointing. Consumers usually feel comfortable with risk perception and use several
methods to reduce that risk, namely:

 Personally look for information from trusted and respected sources such as family,
friends and colleagues.
 Use a website to compare the services offered and see reviews.
 Entrust to reputable companies.
 Look for a warranty.
 Visiting a trial facility.
 Ask employees who have knowledge about competing service products.
 Expectations of service

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 Factors affecting customer expectations will be subscriptions

B. Service Stage

This stage often starts with ordering, requesting a reservation, or even sending an application
form. Service interaction transaction stage is the time when a customer interacts directly with
the service provider.

a. The service process is a moment of truth

We can say that the perception of quality is formed at moments of truth, when service
providers and customers face each other in the arena. At that time they were more
dependent on themselves. There are only skills, motivations, and means used by
company representatives with customer expectations and behavior that together will
create a service process (Ichard Norman).

b. Service Interaction Transactions Spanning from Contact-High to Contact-Low

 High-contact services, using high-contact services requires interaction between
customers and organizations during the service process. Customer meetings
with service providers take place in an tangible and physical nature.
 Low-contact services, at the other end of the spectrum, low-contact services
involve little, if any, physical contact between customers and service providers.
Instead, contact occurs within a distance through electronic media or physical
distribution channels oriented to comfort.

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 c. Servuction System
To describe the parts of the service organization's physical environment that can be seen
and experienced by customers. The servuction system consists of a technical core that
is invisible to the customer and a service delivery system that is seen and experienced
by the customer.
 A technical core, where inputs are processed and service product elements are
created. This technical core is usually behind the scenes and not seen by
customers.
 Service delivery system, where the final assembly is carried out and the product
is delivered to the customer. This subsystem includes the visible part of the
service operating system.

d. Theater as a Metaphor for Service Delivery: An Integrative Perspective

Because the service delivery process consists of a series of events experienced by
customers as a performance, theater is a good metaphor for service and the creation of
customer experience through a servuction system.

e. Role Theory and Manuscript

 Role Theory. Stephen Grove and Ray Fisk define roles as "a set of behavioral
patterns that are learned through experience and communication, to be carried
out by a person in a particular social interaction to achieve goals optimally and
effectively. Roles are also defined as a combination of a number of social signs
or community expectations, which guide behavior in a specific situation or
context.
 Manuscript theory, a service script detailing the various behavioral sequences
of employees and customers that must be carried out during service delivery.
Employees receive formal training, customers learn about experiences,
communication with others, and communication and education that has been
designed. If a company decides to change service terms, employees and
customers must be educated about the new approach and the benefits derived
from it.

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  Role theory and manuscript.
Role theory and script control employee and customer behavior during the
service process. The framework offered by the two theories is complementary
and illustrates the behavior of a meeting from two different perspectives. Good
service marketers can understand both perspectives and proactively define,
communicate, and train their employees and customers according to their roles
and service texts. To provide services that will result in customer satisfaction
and high service productivity.

C. Post-Service Stage

In this post service phase, customers assess the service performance they have experienced
and compare it with their previous expectations.

a. Customer Satisfaction with Service Experience

Satisfaction is a kind of behavior assessment that occurs after the experience of

consuming a service. Most research results show that confirmation or disconfirmation of
consumption expectations is a determining factor of satisfaction. The results of the
assessment will be labeled positive disconfirmation if the service is better than
expectations, negative disconfirmation if the service is worse than expectations, and
usual confirmation if the service matches expectations. If service performance
approaches or exceeds the desired service level, customers will be very happy, these
customers will most likely make repeat purchases, remain loyal to service providers, and
spread positive word of mouth. But if service experiences do not meet their expectations,
customers may complain about poor quality of service, covertly suffer, or in the future
switch to another service provider.

b. Service Expectations

During the decision making process, customers assess the attributes and risks associated
with the services offered. In the process, they develop a number of expectations about
how to implement the service they choose (the level of service that is expected, desired,
and adequate as discussed in the consumer purchasing decision section).

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c. Are Expectations Always the Standards of Comparison?

Comparing performance with expectations will be useful in a competitive market where

customers have enough knowledge to choose services that meet their wants and needs.
Then, when these expectations are met, the customer will be satisfied. But in
noncompetitive markets or in situations where customers do not have the freedom to
choose (for example, constrained by the cost of switching to another service provider, or
due to time or location constraints), there is a risk in defining customer satisfaction
relative to their previous expectations. In such situations it is better to use needs or desires
as a standard of comparison and to define that satisfaction is if it meets or exceeds
customer wants and needs, not their expectations.

d. Customer Fun

Findings from research conducted by Richard Oliver, Roland Rust and Sajeev Varki
show that customer excitement is a function consisting of three components: (1)
unexpected high-level performance, (2) emergence of excitement (eg surprise,
excitement).

f. Relationship Between Customer Satisfaction and Corporate Performance

Researchers from the University of Michigan found that on average every 1% increase
in customer satisfaction is related to an increase of 2.37% in ROI or the return on
investment of a company. In other words, by creating more value for customers, which
is calculated by increasing satisfaction, the company will produce more value for its
owner.

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 CHAPTER III
CLOSING

3.1 Conclusions

From the description It has been stated that it can be stated that a service can determine the
level of satisfaction of a consumer of the product service offered. Consumers are also faced
with several alternatives that compare and evaluate service differences and offerings. The level
of difficulty experienced by consumers is the search attribute, experience attributes, and
credibility attributes. Usually customers try to assess the implementation of each service on
attributes that are considered important to them and choose the service that is considered the
best in meeting their needs in assessing a competing service product.

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 References

http://ciputrauceo.net/blog/2015/6/11/perilaku-konsumen

http://suryawati-septi.blogspot.com/2013/03/perilaku-konsumen-jasa.html

https://www.academia.edu/6446860/Resume_1-6_pemasaran_jasa