ADM 3322 Lecture Notes - Lecture 2: High Standard Manufacturing Company, That (Music), Affirmative Action
5 Mar 2019
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Document Summary
Need awareness - a service purchase is triggered by an underlying need. Evoked set - sets of possible services or brands that a customer may consider in the decision process. Service attributes - helps customers evaluate a product before purchase. Experience attributes - cannot be evaluated before purchase; must experience the product to know it. Credence attributes - product characteristics that customers find impossible to evaluate confidently even after purchase and consumption. Service expectation - customers evaluate service quality by comparing what they expect against what they perceive. Temporal - wasting time, consequences of delays. Physical - personal injury or damage to possessions. Social - how others think and react. Sensory - unwanted effects on any of the five senses. Service delivery - a series of events experienced as a performance. Service facilities - a stage on which drama unfolds. Personnel - frontstage are members of a cast and backstage are support production team.
