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Services Marketing
Notes If the service delivery is as expected (different from promised) by the customer then the customer
is satisfied. But if the service delivery is beyond expectation, the customer is delighted. The
service marketer should concentrate all his attention on customer delight to retain the customer
which is 3 to 4 times less expensive than customer acquisition.
But sometimes, the customer by his intrinsic nature as well as the nature of the service offer has
doubts and anxiety over the purchase. It could come by comparing the service offer that he has
paid money for with those that others had experienced (for example, comparing holiday
experiences). He might have doubts about his purchase decisions as he is still experiencing the
service (a legal consultation). These consumers require reassurance to reduce their cognitive
dissonance or disequilibrium. This state of tension and anxiety occurs when consumers have
two conflicting or opposing ideas or beliefs at the same time. The consumer will not be
enthusiastic about his decision if he has high doubts.
The service marketer should reduce this tension and anxiety by giving guarantees, having help-
lines through call centres, CRM systems, etc. Advertisements should underscore the satisfaction
that customers feel after the service transaction (a kind of vindication).
Self Assessment
Fill in the blanks:
9. A well decorated Vodafone Mini store attracts many customers. Here, it is acting as a
cue.
10. For filing your income tax returns you need a Pan card. This type of demand is
called
.demand.
11. You go for a hair-cut but after getting it all done, you feel that you looked better previously.
You are going through
12. Hair dressing can be called a
as the result may lead to greater satisfaction or
dissatisfaction.
13. Brands that come to your mind and those you recognize during the purchase are called the
set.
3.4 The Purchase Process and Buying Situations
It is not mandatory that all customers will follow all the eight steps of the decision-making
process all the time. Those customers who are familiar with the service offer and the brand are
in the Routinised Response Behaviour or Straight Re-buy situation of Howard and Sheth - and
they will not be following the whole sequence. For brand-loyal, low-involvement, daily-necessity
service offers (getting wheat ground to atta, a routine hair cut for men or going for a telephone
service like Ask Me) they will go straight to the decision stage after the need recognition
stage.
If the customer is confronted with a Limited Problem Solving or Modified Re-buy situation as
described by Howard and Sheth, then they will begin with evaluation of alternatives and features
after need recognition (going for an extra hair or face treatment in a beauty parlour).
But if the service offer is completely new to the customer, the situation that he faces is New Task,
Critical or Extensive Problem Solving as explained by Howard and Sheth. The customer goes
through all the steps of the decision-making process. He becomes highly involved and takes a
lot of time and energy in information search as well as to take in the purchase decision of
purchase, acquisition and consumption. In services, unlike goods, this happens most of the time.
52 LOVELY PROFESSIONAL UNIVERSITY
