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Chapter 3 Objectives
Examine the typical CB process for buying and consuming services Explore key differences between Eastern & Western cultures that impact services Examine the impact of mood states, role, script and control theory Understand customers intrinsic needs
Understanding customers intrinsic needs and values Mood states Role theory Script theory Control Theoty Communication Style Attribution theory (Ch.4)
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Culture
Human beings draw close to one another by their common nature, but habits and customs keep them apart (Confucian saying).
Collectivism Vs. Individualism: Do people rely on themselves or depend on and respect the group? Power distance: Does society value equality or inequality in interpersonal interactions?
Uncertainty avoidance: What is the attitude towards risk in society? How does this affect consumption patterns? Masculinity Vs. femininity: To what extent and at whose expense should the weaker members of society be cared for?
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Types of Risk
Functional: this is a concern about performance outcomes e.g. How can I be sure my car will be properly serviced? Financial: this reflects financial risks and unexpected costs e.g. Will I incur extra expenses? Temporal: this is about wasting time or unexpected delays e.g. Will the service be too slow?
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Types of Risk
Psychological: personal fears and other negative emotions e.g. Will the service make me feel good? Social: how others think and react e.g. Will my friends approve or admire me? Sensory: these are unwanted impacts on the five senses e.g. Will the restaurant be too noisy?
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Provide information Firms reputation Provide guarantees/warrantees Standardise the service Internet search Seek tangible cues (Nokia dealer)
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Mood States- moods are part of the affective domain, they may include: boredom, aggression, joy, enthusiasm, disgust, interest etc. Moods alter but can vary in duration. Role Theory- this implies that consumers are often acting a role-there may be a pattern of behaviour, responses and attitudes that are learned (buyer socialisation) and applied to different situations
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Script Theory- Scripts are cognitive (Learning and acting) structures that provide a framework for service delivery. They may vary in scope and intensity. Control Theory- there are two main modes of control-behavioural and cognitive. This theory looks at the correlation between the consumers feeling of control, behaviour and judgement of service provision (Back ground of consumer)
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Security: this includes serious physiological issues as well as safety needs such as our need for protection and stability. Security needs may include avoidance of physical and/or financial risks. (Plastic surgery/piercing/cosmetics surgery))
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Respect: a fundamental, higher-level human need. Esteem: the individuals self concept, or self identity
What about Private and Public sectorS? a) House building VS DBH b) Billing system in Public sectors c) Airlines/Bangladesh Biman
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Face: this represents dignity based on a correct relationship between a person and the groups to which they belong i.e. all interpersonal relationships. Face incorporates personal pride, a high sensitivity to shame and dislike of open conflict.
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Fairness / Equity: this is about how people feel they are treated in terms of fairness, justice or equity. Distributional fairness: perceived fairness of the outcome or decision Procedural fairness: the perception of whether the procedures used to arrive at the outcome or decision are fair.
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