Answer to Question #207233 in Marketing for GOG

Question

SUBJECT : SERVICE MARKETING

Explain any 7 elements with elaboration , of consumer behaviour that a service marketer must keep in consideration while planning for service marketing ?

Answer 1

Q207233

Search Behavior

Customers are a valuable tool for marketing. When they are satisfied with the service provided, they are highly likely to recommend the service providers to their friend, family, colleagues etc.

Experience cues

A customer may sample different services to find which one suits them best. Therefore, when they are satisfied with one particular provider, they know to always go to them when they require their services.

Service Gaps

The service provider is likely to succeed in drawing customers if they can exhaustively provide what they need. For example there can be two paper supplying companies in a particular location. However, the company that offers colored photopaper is likely to thrive especially if the customer base uses that type of paper a lot.

Credibility

The reputation of the service providers is key because it influences the customer perception of it and consequently whether or not they will keep going to that particular provider.

Service-Dominant Logic

This is a theory on behavior that suggests that services/goods are the basis for social and economic interactions/exchanges between people. Therefore factors such as population size can influence how well a service provider does in a particular market because there are many customers who may rely on their services.

Evaluation of alternative sources

If it is likely for the customers to find alternative service providers who are cheaper, faster, or more credible, this is likely to affect the starting service provider. The latter can find out what sets out this alternative sources apart from their own and seek how to improve their own. On the other hand, this particular service provider may be the desired alternative source. In that case, they can maximize on what sets them apart to continue to draw in customers

Service Encounter

The service provider should pay attention to how the customers react when actually receiving the service. This starts from the moment the customer expresses an interest in the provider. The environment and tone that the provider sets from the initial encounter often goes a long way in encouraging the customer to keep seeking out the provider.