Customer decision model

CUSTOMER DECISION MODELPRE PURCHASE STAGE

Pre Purchase Process

Need Arousal

Evaluation of Alternatives

Info Search

Purchase decision

Service Expectation

Evaluation of predicted attributes performance

RISK

Need Awareness

Information SearchInformation search in services is more extensive due to

uncertainty and perceived risk.Multiple Sources of information

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

Search Attributes

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

Marketers Job

Credence Attributes

Perceived Risk (plastic Surgery)

• Functional Risk

• Financial Risk

Perceived Risk• Temporal Risk

• Physical Risk

Perceived Risk• Social Risk

• Psychological Risk

Perceived Risk• Sensory Risk

Strategic Response to managing Risk

Types of Customer Expectation

Zone of tolerance

Service Encounter Stage

Hi Contact to Low Contact• Opening a bank

account

- Hi touch - The old method using forms

- Low Touch - Federal Bank’s FedBook Selfie

Servuction System – Service Production & Delivery

Servicescape

Service Personnel

Support Services

Other Customers

Post Encounter Stage• Customer Satisfaction Measure• Positive Disconfirmation • Confirmation • Negative Disconfirmation

Confirmation

Positive Disconfirmation

Negative Disconfirmation

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