23649 - Consumer Behaviour and Services Marketing

Learning outcomes

At the end of the course, students should know the main theories about consumer behavior and services marketing and should be able to understand how to use them in practice (e.g. to know how to apply and interpret a servqual analysis, to be able to interpret the output of a planned-behavior model run on real data, etc)

Course contents

Cognitivisim, reinforcement, habit. Loyalty, repeat purchase, brand equity. Single and multi-brand purchase patterns in stationary markets. Consumers reactions to price discounts. Information elaboration, decision making, heuristics. Model of planned behavior: attitudes, beliefs, subjective norm, perceived control: theory and examples. Intention: juster scale. Consumers reactions to advertising. Services marketing: differences between product and service; satisfaction, expectation disconfirmation, complaints, Servqual, Serviscapes. Managing services. The human dimension in services marketing. Price discrimination.

 

Readings/Bibliography

1-East, Wright, Van Huele (2008), Consumer behavior - Prentice Hall.
(No chap.3,5,10,11; No "NBD model" in chapter 4)
2-Hoffman/Bateson "Managing Services Marketing", Thomson Ed.

Teaching methods

Assessment methods

Written Exam

Office hours

See the website of Daniele Scarpi