Consumer Behavior in Service Encounters
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
customers in order to attract their interests.
The phone, for the customers, is one of the products for which they search and find information a lot. Because of this aspect, the phone is in the category where the level of customers’ involvement is high. Apple, considering this product’s characteristic, tried to deliver enough information to the customers through the ad, so that the customer
on eggshells”
“I really hate going to the dentist – it’s not you, but I just done want to be here.”
Involving the staff in decision-making process and empowering the staff gave them incentive to improve service quality
Gave opportunities to update their skills
Attractive compensation
Happier in their work
Provide higher quality, customer-pleasing service
2. Vision & Business Idea
IKEA company’s vision is to create a better everyday life for the many people. Their business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford customers. The basic thinking behind all IKEA products is that low prices make well-designed, func
involved aspects. Kakaotalk is low involvement product in this summary. It has High possibility to switch brands and no significant risks. Low involvement hierarchy is belief-behavior-evaluation. We applied this theory to messenger apps. We divided the functions of messenger apps into hedonic and utilitarian. In hedonic, there are customized background image, ring tone, and viewing friend's mini