Service Marketing Pre-Purchase Stage free essay sample

Introduction To market services effectively, marketing managers need to understand the consumer decision process applies to both goods and services. In this essay, firstly, I am going to analyze the pre-purchase stage of service experiences in Modern Beauty Salon which is a beauty salon that I encountered recently. Secondly, I will evaluate the different types of risk which I perceived before consumption. Thirdly, I would like to illustrate the various strategies that the company offered in order to lower my perceived risks.Finally, I will use a diagram to identify the various components of my expectation in the pre-purchase. Analysis of pre-purchase stage Need awareness â€Å"When a person or organization decides to buy or use a service, it is triggered by an underlying need or need arousal. †(Christopher, 2009) In my case, as my work is busy that make me tired, on the other hand I concern very much my appearance especially my face skin quality, I was triggered to have a need of facial treatment provided by beauty salon. We will write a custom essay sample on Service Marketing Pre-Purchase Stage or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page These are my unconscious minds. Once a need has been recognized, customers are motivated to search for solutions. †(Christopher, 2009) When my need was recognized, I took action to resolve it. I went on the internet looking for information of different beauty salons. After that I had an evoked set in my mind. Christopher wrote that â€Å"Several alternatives may come to mind and these form the evoked set, which is the set of possible products or brands that a customer may consider in the decision process. † When I had an evoked set, the different alternatives are needed to be compared and evaluated before a final choice is made.Evaluation of Alternatives During the evaluation of alternatives, there are three parts including service attributes, perceived risks and service expectation. For service attributes, it includes search attributes, experience attributes and credence attributes. Search attributes are tangible characteristics that customers evaluate before purchase. Experience attributes are those that customers must to experience or they cannot be evaluated before purchase. Credence attributes are characteristics that customers find hard to evaluate confidently even after consumption.For beauty service, the search attributes include the location, decoration and setting of the shop that make me consider whether this shop could provide me a comfortable feeling. Then, the experience attributes is that I need to actual consume the facial treatment in order to evaluate the quality of the service. After that, I have to observe whether my skin quality is improved. It belongs to the credence attribute. Perceived risk â€Å"Since services have more experience and credence attributes, they are harder to evaluate before purchase. This uncertainty increases customers’ perceived risk. (Christopher, 2009)† In the following part, I would like to analyze different types of perceived risk during my evaluation of service. For the functional risk, I perceived whether the facial machines used are effective and good enough to provide me a satisfied treatment. For the financial risk, I perceived whether I will overpay for the facial treatment that I will actual receive. For the temporal risk, I would be worried that how long I have to wait when my face was applied toner or mask. For the physical risk, I concern whether the mask pasted on my face would cause me any sensations since my skin is easily allergic. For the psychological risk, I worried about whether the cosmetologist will ask me about my personal details as I am not a talkative person. Also, I was afraid whether my personal belongings are safe. For the social risk, since the firm I choose is not a very top salon among other companies, I wondered whether my friends or colleagues would appreciate my choice. For the sensory risk, I worried about the machine noise, pain caused by the products application, and the temperature of the air-conditioned environment. The beauty salon has some strategies in order to reduce my risk perception.

Free Essays on Beauty And Culture

Beauty and Culture Perhaps no time in history have body image standards had such an enormous impact on society. With today’s mass media, people can be subjected to thousands of images and messages daily portraying the â€Å"ideal† body image. The people most often portrayed and affected by these messages are young women in a variety of cultures. Females are constantly pressured to live up to the ideals that are often unattainable and extremely unhealthy. This pressure can cause detrimental physical and mental states. Why has the female body been pushed to the forefront in cultures and their society? The perception of beauty has been created in virtually every culture. Included are women in the United States and other countries such as Nigeria. All whom are also pressured to attain the â€Å"ideal† body image. The United States’ obsession with health and diets along with the fashion industry and television that exhibit waif thin models as â€Å"sexy and voluptuous,† communicate a distorted notion sending many young women the wrong idea about body image. In today’s society the eating problems, such as anorexia and bulimia, are becoming all too common. Yet, the question still remains, what are the causes and factors contributing to this destructive behavior, and what kind of impact is the media contributing to these problems? (Simmons, 2002, pp. 143-144). Although there are a few studies on the issue of eating disorders the link between complications associated with malnutrition may have lasting effects in women’s health such as, infertility, kidney dysfunction, and heart failure. Along with osteoporosis, dehydration and the depletion of neurotransmitters which causes depression. Also, malnutrition puts a large strain on the other body organs such as the immune system, the colon, and the urinary tract. All which can increase their chances of further life threatening complications leading to death. Hopefully with ti... Free Essays on Beauty And Culture Free Essays on Beauty And Culture Beauty and Culture Perhaps no time in history have body image standards had such an enormous impact on society. With today’s mass media, people can be subjected to thousands of images and messages daily portraying the â€Å"ideal† body image. The people most often portrayed and affected by these messages are young women in a variety of cultures. Females are constantly pressured to live up to the ideals that are often unattainable and extremely unhealthy. This pressure can cause detrimental physical and mental states. Why has the female body been pushed to the forefront in cultures and their society? The perception of beauty has been created in virtually every culture. Included are women in the United States and other countries such as Nigeria. All whom are also pressured to attain the â€Å"ideal† body image. The United States’ obsession with health and diets along with the fashion industry and television that exhibit waif thin models as â€Å"sexy and voluptuous,† communicate a distorted notion sending many young women the wrong idea about body image. In today’s society the eating problems, such as anorexia and bulimia, are becoming all too common. Yet, the question still remains, what are the causes and factors contributing to this destructive behavior, and what kind of impact is the media contributing to these problems? (Simmons, 2002, pp. 143-144). Although there are a few studies on the issue of eating disorders the link between complications associated with malnutrition may have lasting effects in women’s health such as, infertility, kidney dysfunction, and heart failure. Along with osteoporosis, dehydration and the depletion of neurotransmitters which causes depression. Also, malnutrition puts a large strain on the other body organs such as the immune system, the colon, and the urinary tract. All which can increase their chances of further life threatening complications leading to death. Hopefully with ti...

Barriers to Effective Communication in the Workplace Essay

Barriers to Effective Communication in the Workplace - Essay Example Communication in this context includes friendly and supportive staff, supportive and effective management, job satisfaction, and staff development including oppurtunities for new challenges (McCabe, 2005). In the healthcare facility of our concern, it was widely felt among the junior enlisted staff and the officers that they were not provided with sufficient advise as to what it takes to be competetive and acheive promotions in order to improve career advancement. The efforts of the senior management to assess officer demographics to determine the number and type of specialities was deemed insufficient. Wallis and Wolff (1988) had documented that the workload of the staff in public hospitals is not well differentiated and the various tasks such as rotation is not flexible. Private hospitals as well as speciality hospitals impart technical training to their staff helping them in their career enhancement. Also, the present generation of healthcare workers report opportunities for skill building and learning as key motivators in deciding to stay or leave an organization, reflecting their perceived commitment to continuing development and learning. Investment in mentoring programs and training and development programs can be an efective response to these needs (Curran, 2003). Much of the issues related to healthcare communication are related to the nature of micromanagement exercised in these institutions. For the success of any institution, the staff must be treated as unique individuals who can make unique contributions (McCabe, 2005). A decentralized decision making and shared governance system can make a huge difference in the way staff incorporate themselves into the organization. Autonomy to make decisions is necessary for job satisfaction (Upneiks, 2003). The senior management must make it their priority to provide a "climate free of miromanagement with equal and fair treatment for all" - implying an absence of favoritism as well as linguistic discrimination.