Chapter 4 HPR 322 Intro The organization must base its service on knowledge of customer behavior as they influence decisionmaking Values motives lifestyle personality Social influences Family Reference Group Community ID: 194658
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Slide1
Understanding Customer Behavior
Chapter 4
HPR 322Slide2
Intro
The organization must base its service on knowledge of customer behavior as they influence decision-making
Values, motives, lifestyle, personality
Social influences – Family, Reference Group, Community
These all affect motivation and decisions to participate in leisure experiencesSlide3
Labels impact relationship
Participant, Patron, Customer, Client, Member, User, Visitor, Guest, Consumer
Freedom, Dependence and Independence, Responsibility, Patterns of Communication, Privilege, Acknowledgement of expertise or value
Direct people vs. enable
Passive or helpless recipients vs. Capable of decision-making and independent judgmentSlide4
Types of Labels
Client
–
passively receives recommendations
Defer to expertise of programmer – Dependency
Programmer diagnoses needs and intervenes with services
Programmer exercises a discretionary risk
Typically clinical, therapeutic settings
Consumer
–
an individual who uses services
Someone who uses goods or services to meet their needs – exchange time and/or $ for serviceSlide5
Consumers are free to choose – retain decision on participation
Consumerism -
Protection from unsafe, unhealthy, poorly organized services
Two-way relationship – typically used in commercial settings
Can apply in TR/RT in the form of certification/licensureSlide6
Customer
–
an individual who participates in a service on a regular basis
Mutually beneficial relationship – loyalty, trust, satisfaction develops
Evaluative Feedback - “Customer is always right”
Relationship based on needs of customer being central – Quality, Value, ConvenienceSlide7
Guest
–
Individual treated courteously and respectfully, given special care and attention, made to feel welcome in an environment
Disney – Guest – Positive Guest relations
Member
– Exclusivity –
Individual has been given special privilege because they have paid dues and/or has been inducted into a group or organization (YMCA, Club, etc)Slide8
In Leisure environments – access to facilities and services unavailable to others, associate with prescribed group of people, greater individual attention, care, service
Members embrace the philosophy, values, goals of the agency
2
-way communication & active involvement
Members influence/control types of services Slide9
Participant
–
Individual actively engaging in the process
Cooperating, providing social or emotional support, teamwork, problem-solving, contribute ideas
Participation implies shared control – 2-way communication, decision-making, desire for positive outcomeSlide10
Patron
– an individual who buys services on a consistent or regular basis from a leisure service organization (like a customer)
Provider wants 2-way communication and must provide high quality services that meet needs of patrons
Consistently meeting needs builds loyalty
Latin
patronus
– “person to be respected”
Patrons may support with time and money Slide11
Involvement may be long and enduring
May not consume services may serve on a Board or committee or represent agency as a proponent
User –
individuals who involve themselves actively in a program or service on a regular basis –
consistent pattern of
involvement
Relationship of need/dependence/dependability
User has needs and professional fills themSlide12
Visitor
–
individual who visits an area or facility and participates in a program
May be invited or informal and spontaneously
Regular or infrequent visits – provider wants them to become regular customers
Similar to Guests – Valued, treated courteously, entertained, educated, enhanced
Relationship is mutual respect, positive interaction, support
Often comes to see or participate in geographic, cultural, historic activity or siteSlide13
Customer Decision Making in Leisure
Different levels and complexity
75,000.00 RV for weekend and summer vacations
Changing traditional vacation spot
Purchasing same brand of golf balls
Extended/information search
Product, service or brand switching
Routine/repeat decision-making (habit) – meets their needs
See Model – Figure 4.1 on pg 105
Customers use information to seek benefitsSlide14
Variables that Impact Decision-Making
Involvement
– Reflects self-image, attitude, behaviors – exemplifies lifestyle – user finds relevance and interest
Differentiation
– Subtle differences that separate available services or products - Choice
Time Pressure
– Convenience or locationSlide15
Age Factors when planning Leisure Experiences
Lifespan is longer
1900 (47.3 yrs)
Today 78 and 75 (women vs. men)
Those who reach 65 are expected to live 15 more
In 2028 more than ¼ of population will be over 65
Cohorts
– groups of individuals in same age range (5, 7, -10 years)
May have similar interests, values, attitudes based on their life experiences but they are individualsSlide16
Major life events – Life Change Units
Experiential differences
Individual intelligence
Temperament and Personality
Social Class
Cultural influence
Level of Education
Job and income
Racial and ethnic differences
Cohorts and Generational Events – pg 113-115
Life Change Units – Table 4.5 - pg 116 Slide17
Leisure Behavior
Intrinsic and Extrinsic
Influenced by competencies and availability
Socializing Acquisitive
Associative Competitive
Testing Risk-Taking
Explorative Vicarious
Sensory
Stim
Physical Expression
Creative Appreciative
Variety-Seeking Anticipatory and
Recollective
Altruistic Spiritual Expression