Learning Objectives Chapter 4: Customer Behavior

Learning Objectives Chapter 4: Customer Behavior • List and describe six personal factors that influence customer behavior. • List and describe four factors that influence customers’ perceptions of hospitality and travel services. • List and explain the role of stimulus factors in perception.

Learning Objectives Chapter 4: Customer Behavior • List and describe five interpersonal factors that influence customer behavior. • List and describe five steps in customer buying processes. • Explain the three categories of decision processes that customers follow.

Six Personal Factors Influencing Customer Behavior • Needs, wants, and motivation • Perception • Learning • Personality • Lifestyle • Self-concept

Four Factors Influencing Customers’ Perceptions • Perceptual screens or filters • Perceptual biases • Selective retention • Closure

Size Color Intensity Movement Position Contrast Isolation Texture Shape Surroundings Stimulus Factors Help Services or Message to Stand Out

Five Interpersonal Factors Influencing Customer Behavior • Cultures and subcultures • Reference groups • Social classes • Opinion leaders • Family

Five Steps in Customers’ Buying Processes • Need awareness • Information search • Evaluation of alternatives • Purchase • Post-purchase evaluation

Three Categories of Decision Processes • Routine buying decisions • Limited decision making • Extensive problem solving

Learning Objectives Chapter 4: Customer Behavior