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Archive for March, 2008

Service Buying Process

Mar-30-2008 By miketeo

Organizations should develop a thorough understanding of a number of aspects of their customers’ buying processes, in particular:

  • Who is involved in making the purchase decision?
  • How long does the process of making a decision take?
  • What is the set of competing services from which consumers make their choice?
  • What is the relative importance attached by decision makers to each of the elements of the service offer?
  • What sources of information are used in evaluating competing service offers?

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Distinguishing Characteristics of Services

Mar-25-2008 By miketeo

Services have a number of distinctive characteristics which differentiate them from goods and have implications on the manner in which these services are marketed.
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Risk Factors Faced by Consumers During Service Purchase

Mar-23-2008 By miketeo

Consumers usually experience pre-purchase uncertainty during purchase of most products. However, in the case of intangible service purchase, the amount of perceived risk would be expected to be higher as compared to product purchase. Intangibility often leads to a consumer’s evaluation of a service based on tangible evidence and price rather than the core service offer.

A number of factors influence the level of risk experienced by a consumer when approaching a service purchase.
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Posted in: Personal Notes
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