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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.

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Learning Objectives Chapter 4: Customer Behavior

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  1. 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.

  2. 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.

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

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

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

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

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

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

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