Topic 2 SQM Customer Behaviour

Hi students.

So this topic will discuss about customer behavior, culture and

service and counties.

Without this understanding, we cannot hope to create and deliver

services that will result in satisfied gas or customers.

So in order to develop a great service, we must

understand why customers use hotels and restaurants and how they

choose among competing suppliers.

Then we must also examine the nature of the encounters

that our guests will have with us during service delivery

and consumption, how customers interact with the facilities, personnel and

other customers and the expectations in every step in the

service delivery.

Finally, of course, we should determine whether the experience of

using the service has met customers expectations, left them satisfied

and ready to repurchase in the future.

So your textbook will assist you in understanding this area.

By the end of learning this topic, you should be

able to explain the following Number one, the three stage

model of service consumption and the perspective to help us

understand and better manage customer behavior at every stage.

The perceive risk that customers experience in selecting but chasing

and using services and how this risk perceptions can be

reduced. How customers form expectations of service.

How does the role theory and script theory help us

to understand customers behavior during the service encounter and other

insights we can get from viewing service delivery as a

form of theater, right customer decision making The three Stage

Model of Service Consumption.

Any kind of consumptions involved purchase and use.

So it's important to understand how people make decisions about

buying and using services, how customers experience the service delivery

and consumption and how they evaluate that.

Experience customers needs and values?

This is very important in understanding how customers react to

the service delivery experience.

And this means service providers need to be prepared to

cater for and satisfy a variety of needs listed on

the screen, such as security and safety, respect, fairness and

equity. It is also useful to further read about risk

assessment where all purchases have a degree of risk about

them. There are six men types of race of concern

which include functional financial performance, psychological, social and sensory.

So your task now is to read further and understand

this risk of concerns of potential customers.

Well, it should be noted that perceptions of race differ

between Eastern and Western cultures.

Why? Because different cultures usually have different needs and requirements

or expectations.

Different ways of seeing things, perceptions, evaluations, judgments, emotional feelings

etcetera. So this risk of consent may be reduced or

eliminated by service providers by providing demonstrable professional expertise, building

a strong reputation and brand encouraging positive word of mouth

reference from satisfied customers providing detailed explanatory information using the

web to such information, offering guarantees and warranties.

Standardizing service delivery, providing reassuring tangible clues and physical evidence

using testimonials in advertising and other promotional material, publicizing achievements

and awards and cultivating repeat business and customers loyalty right.

Service consumption is divided into three principal stages.

The pre purchase service encounter and post purchase.

The pre purchase at this stage, a person's decision to

buy and use a service is usually based on their

needs and your wants.

Are they feeling hungry?

Do they need somewhere to sleep on it somewhere relaxing

for a holiday and many more and once you can

recognize the need you can look for a solution and

that requires searching for information and sometimes advice.

Sometimes it can be very simple, you know like buying

the snack for lunch where potential customers can move quickly

to selecting and using specific service provider and it can

be repetitive, you know, people at work at lunch every

day. But there are more complicated situations where customers might

be using a particular service for the first time and

likely to spend more time to think about their exact

requirements. You know, learn about the pros and cons of

possible actions taken and identifying and evaluating alternative suppliers.

So the pre purchase decision making stage involves the following

steps, Nate arousal, information, search and evaluating alternatives.

So I need you to read further about the steps

involved. Okay mm.

Now service encounter stage.

So this stage usually includes a series of contacts with

the chosen service providers such as placing order on making

reservations, communication between customers and staff happens here or in

this technology era, you know, interaction with machines and computers

might be the case.

Yeah. When service delivery happens, customers start evaluating the quality

of service and decide if it meets their expectations or

otherwise. Bear in mind, you know, high contact services usually

win most customers hard compared to low contact services.

And high contact means more personal interaction and assistance provided

by the service providers.

Um It is also wise to study about customers emotion

and how it can influence customers perceptions and evaluations of

service experience.

We will deal with how managing gas emotions can be

used as a business tool in a later session.

But as you can read there, service process consists of

several encounters moment of truth between the gas and the

service staff.

So roll script and control theories inform and guide behavior

in the hotel and restaurant context role theory for example.

Mhm. If view from a theatrical perspective.

Okay then service staff and customers actually are you know,

acting out their parts in the performance according to predetermined

roles in general.

They provide a framework for understanding and defining the behavior

that customers expect and feel comfortable within different service contacts.

This in turn bears directly on the recruitment, training and

development of service personnel, especially those in higher customer contact

positions. So roll congruence happens when service staff behave in

a way that fulfill satisfactorily the expectations of their customers

and when customers themselves feel comfortable in their role within

a particular place and time.

All right script theory, like a movie script, you know,

a service script specifies the sequences of behavior that service

staff and customers are expected to learn and follow during

sex delivery.

Well the service staffs, they receive formal training and customers

learn scripts through experience education and communication with others so

you can read the rest later for further understanding and

in control theory it is important that service staff and

customers be given a sense of control over the service

experience in order to counterbalance directions.

In this way they will feel confident about what they

are experiencing and the likelihood of post purchase dissonance will

be diminished.

Two ways this can be facilitated the first one, behavioral

control provides customers with some actual control over there environment

and why what they are experiencing.

You know, for example giving a hotel guest control over

check out time and procedures and um there is cognitive

control, you know that gives customers sense of perception of

some control.

For example, um a restaurant that accommodates um flexibility in

what customers order.

So service managers must also understand that their employees behavior

also is likely to be influenced by the degree of

responsibility and autonomy invested in them and by their own

sense of control over the service encounter and delivery process.

All right, mm let's move on to post purchase or

post encounter stage.

At this stage, customers continue to evaluate the service quality

depending on whether there are expectations were met.

This evaluation may lead them to feel satisfaction or dissatisfaction

with the service experience the outcome will affect their future

intentions whether to remain loyal or to make a positive

or negative recommendations to France and other people.

They know.

It is also important to stress that the purchase and

consumption stages, in fact happens simultaneously with services and this

provides us with a golden opportunity to influence the outcome.

For example, in a restaurant the waiter might us.

Is everything okay, sir?

So if there is something amiss, then this gives the

service provider an opportunity to rectify the situation during the

consumption process rather than you know, heaven unhappy customers at

the end.

So there is some reflection activities for you in some

restaurant control over menu items is completely handed to the

chef in the form of a degustation menu.

This would appear to lead to high levels of satisfaction.

So why do you think this is and what conditions

needs to be to be fulfilled before the customer will

hand over such control.

Topic 2 SQM Customer Behaviour

Chapters

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