Consumer Behavior in Services

 

I. Need Recognition: Maslow's Hierarchy of Needs.

 

A. Physiological

B. Safety and Security

C. Social

D. Ego (Self Esteem)

E. Self-actualization

 

II. Collect Information and Evaluate Alternatives

A. Product attributes

 

1. Search Attributes:

 

2. Experience Attributes:

 

3. Credence Attributes

 

 

B. Strategic Responses to difficulties in evaluating services.

 

 

III. Service Experience

A. Cast Member:

B. Onstage

C. The Show

 

IV. Post Purchase

Copyright © 2007 Drew Martin

Questions and Comments to: drmartin@hawaii.edu

This document was last modified January 5, 2007