The paper “ Consumer Decision Model, Customer Satisfaction and Loyalty, Effective Pricing Schedule, Problems Created by Marketing of Services" is a breathtaking version of the assignment on marketing. The consumer decision model has a huge role in the case of services. Since service has different characteristics as it cannot be seen but can be felt so after-sales service govern the buying process. The customer decision model looks as follows (Buyer Behavior, 2010) The above chart shows that post-purchase evaluation has a role to play in services. Customers looking towards a particular service looks towards the service they will get in the future.
This is an important consideration in the buying process as customers look towards the service they will get while making the purchase decision. This can be better understood from the following example For example, when a customer purchases a washing machine the buying process of the consumer is determined by the after-sale service that the customer will receive. The customer looks for maintenance and servicing of their machine from the buyer in the future. This is an important aspect in which companies are also looking to their advantage.
Companies are looking towards distinguishing themselves based on after-sales service as it helps them to create a niche market for the product or services. This is seen as one of the phenomena which influence the consumer buying process and is looked into. 2. Customer satisfaction and loyalty is an aspect which is important for every company irrespective of their size and stature. Companies ensure that the customers are satisfied and remain loyal look towards providing quality products and services that match the customer requirements.
This ensures that customers don’ t jump from one company to another thereby enabling them to ensure that companies have a pool of loyal customers. An important component of the service recovery system is solving the queries of customers. Companies have worked in this direction by having call centers and people that solve the problems faced by the customers at the shortest notice. Another component of the service recovery system is quality after-sale service. This ensures that the customer is able to get value for the product or services as the cost associated with the product or service is less than the benefit that the customer receives.
This is an important aspect that companies look to use and ensure that the service provided is of high quality. Companies look towards using the different components of the service recovery system in such a way that it provides maximum value to the customers. It helps to ensure that the customer remains loyal and the satisfaction is high. 3. There are different ways in which service can be processed. The four different ways are as follows Direct: Providing service to people on a face to face basis.
This is a manner in which service is provided by coming in direct contact with the people. For example, coaching provided to children and students. This is done on a face to face basis and is an important manner in which service is provided (Services, 2010). Indirect: This is a way of providing service by looking into the community on a whole. Through this mechanism, service is provided in an indirect way. For example, cleaning up the river or roadside cleaning. This is a way where service is provided to a large community in an indirect way (Services, 2010) Advocacy: This is a mechanism of providing service by creating awareness about services so that it evokes public interest.
For example, public speaking which is directly aimed at the whole community and is looked towards providing awareness among the masses (Services, 2010). Research: This is a mechanism which looks towards gathering, finding and reporting of information so that it helps to evoke public interest. For example, surveys conducted for schools or public interest. This helps to find information which helps the society and thereby provides service (Services, 2010).