![[서비스마케팅] Customer Behavior in Service Encounters-1](http://images.happyhaksul.com/thumb/376/375701-0001.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-2](http://images.happyhaksul.com/thumb/376/375701-0002.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-3](http://images.happyhaksul.com/thumb/376/375701-0003.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-4](http://images.happyhaksul.com/thumb/376/375701-0004.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-5](http://images.happyhaksul.com/thumb/376/375701-0005.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-6](http://images.happyhaksul.com/thumb/376/375701-0006.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-7](http://images.happyhaksul.com/thumb/376/375701-0007.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-8](http://images.happyhaksul.com/thumb/376/375701-0008.gif)
![[서비스마케팅] Customer Behavior in Service Encounters-9](http://images.happyhaksul.com/thumb/376/375701-0009.gif)
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![[서비스마케팅] Customer Behavior in Service Encounters-13](http://images.happyhaksul.com/thumb/376/375701-0013.gif)
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![[서비스마케팅] Customer Behavior in Service Encounters-17](http://images.happyhaksul.com/thumb/376/375701-0017.gif)
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![[서비스마케팅] Customer Behavior in Service Encounters-20](http://images.happyhaksul.com/thumb/376/375701-0020.gif)
분야
ppt2.The Purchase Process for Services
involves Multiple Steps
3.Customers have Needs and Expectations
4.Customers may Find It Difficult
to Evaluate Services
5.A Service Business is a System
6.Conclusion
서비스에 따른 고객들의 행동은 무엇인가?
고객들이 서비스를 이용할 때 어떤 위험을 지각하는가?
고객들이 기대치를 형성하는 방법 및 희망 수준과 낮은 수준의 서비스를 구별하는 방법은 무엇인가?
사람들은 자신이 받는 서비스를 평가하는데 어려움을 겪는 이유는 무엇인가?
고객들이 서비스 공급자로부터 높은 수준 또는 낮은 수준의 서비스를 받는 것이 서비스 경험의 본질에 어떻게 영향을 미치는가?
극장이론으로서 바라볼 때 서비스 전달로부터 얻을 수 있는 통찰력은 무엇인가?
소비자의 행동을 이해하는 것이 마케팅의 핵심.
고접촉 서비스
(High-contact Service)
레스토랑, 병원, 항공사 등 소비자가 서비스를 받기
위하여 서비스 공급자를
방문이 불가피함
저접촉 서비스
(Low-contact Service)
보험, 케이블 TV, 폰뱅킹 등 특별한 사유가 있지 않으면 방문할 필요가
없고 전화나 메일로서 접촉
