The purpose of this assessment is to get students to determine the extent to which chosen consumer behaviour influences impact upon the purchase or consumption experience of a service. The report should be underpinned by primary data that students have conducted in order to consider ‘real world’ consumption. As a result the level of analysis of influencing factors on service consumption behaviour will be affected positively or negatively by the quality of the research undertaken and the research tool used. Students are required to work in small groups (no more than 4 per group) to develop and implement a research tool to gather data on consumer’s evaluation of a chosen service experience. This data is to be shared among the group members – who will then analyse and interpret the results to inform their own individual report.
In their groups students should identify a service experience that they wish to investigate (professional services, leisure services, communication services, utility services, transportation & travel services, health services etc.). Students need to then consider the nature of services and identify the consumption process(es) involved (this may be a part of their data collection). They can consider other service related characteristics impacting on consumer’s involvement throughout the service experience (pre, during & after) including (but not limited to): expectancy (dis)confirmation; satisfaction; loyalty; complaint behaviour; quality; past experiences; shared services. Beyond these service considerations students should identify one or two potential influencing factors on the consumption experience (for example: culture, age, background, gender, decision making units) before seeking to identify any correlations between these and the service experience.
For example students may end up looking at:
the impact of culture on consumer loyalty in restaurant consumption; or
the influence of family on the choice of, and satisfaction with holidays abroad;
how consumer expectation of financial services are impacted by age
Students should rationalise and support their choices and findings with appropriate literature