Perilaku Konsumen1

Summary

Understanding consumer behavior in service management is essential for crafting strategies that meet customer needs. The process is broken into three stages: pre-purchase (need recognition and comparison), purchase (evaluation during service interaction), and post-purchase (satisfaction and loyalty). Key models, such as moments of truth, high vs. low contact service, and the service system metaphor, help businesses optimize service delivery and enhance customer experiences. By analyzing these stages and factors, companies can create memorable experiences that encourage repeat business and positive recommendations.

Takeaways

• 😀 Consumer behavior in service management is crucial for understanding customer needs and expectations.
• 😀 The pre-purchase stage involves consumers realizing their needs, gathering information, and comparing alternatives before making a purchase decision.
• 😀 In the pre-purchase stage, past experiences and external factors influence consumers' search for information.
• 😀 The service encounter stage focuses on consumers' experiences when purchasing and interacting with the service, influenced by the quality of service provided.
• 😀 Four models help analyze consumer behavior during the service encounter: Moments of Truth, High Contact vs. Low Contact Models, The Servuction System, and the Theater Metaphor.
• 😀 The 'Moments of Truth' model examines key moments that shape consumer perceptions, such as comparing food quality from images to the actual experience.
• 😀 The High Contact vs. Low Contact model analyzes how the level of direct interaction with the service provider affects consumer behavior.
• 😀 The Servuction System looks at both visible and invisible elements of a service that shape customer experiences, akin to a theatrical production.
• 😀 The Theater Metaphor compares a service experience to a play, where actors, the stage, and the script contribute to the overall customer experience.
• 😀 Post-encounter behavior is where customers evaluate their satisfaction, and positive experiences lead to repeat purchases and recommendations to others.
• 😀 Understanding consumer behavior in all stages of interaction (before, during, and after the service) is key to improving service quality and customer satisfaction.

Q & A

What is the importance of studying consumer behavior in service management?

Studying consumer behavior is crucial in service management because it helps businesses understand what consumers need or expect from their services, allowing them to create strategies to meet customer satisfaction.

What are the three stages of consumer behavior in service management?

The three stages of consumer behavior in service management are pre-purchase, purchase, and post-purchase.

What happens in the pre-purchase stage of consumer behavior?

In the pre-purchase stage, consumers first become aware of a need, then search for information on how to fulfill that need. After gathering information, they compare alternatives and eventually make a decision to purchase.

Can you give an example of the pre-purchase stage?

An example would be when you're studying at home, feeling hungry, and realizing you need food. You then look up different restaurants or delivery services, compare prices, distance, and reviews before deciding to place an order.

What is the service encounter stage in consumer behavior?

The service encounter stage refers to the consumer’s experience during the actual purchase. It’s influenced by factors such as the service quality and the interaction with the service provider.

How can consumer behavior be viewed from different perspectives during the service encounter stage?

Consumer behavior can be analyzed from several perspectives during the service encounter, including the moments of truth (how well expectations are met), high contact vs. low contact models (how much interaction with the service provider occurs), and the service system (the elements that shape the customer experience).

What is the high contact to low contact model in consumer behavior?

The high contact to low contact model examines how the level of interaction with a service provider affects consumer behavior. High contact services, like fine dining, involve more personal interaction, whereas low contact services, like food delivery through an app, rely more on the system's efficiency and outcome.

What does the 'Theater metaphor' represent in service management?

The 'Theater metaphor' is used to explain the service system. It likens the customer experience to a theater performance, where the actors (staff), the stage (physical environment), and the script (service process) all contribute to the overall experience.

Why is it important to consider moments of truth in service management?

Focusing on moments of truth helps identify key moments that significantly affect customer satisfaction. These moments can make or break the customer’s perception of the service and their willingness to return.

What happens in the post-purchase stage of consumer behavior?

In the post-purchase stage, consumers evaluate whether they are satisfied with the service. If they are happy, they are more likely to purchase again or recommend the service to others.

How can a service provider improve customer satisfaction based on consumer behavior?

A service provider can improve customer satisfaction by focusing on critical moments during the consumer's experience, understanding the level of interaction required, and ensuring that all elements of the service system (like staff, environment, and processes) align to deliver a positive experience.