Members: Xu Chen-Jie, Ben Chen, Sam Chan, Henry Low 1 E-Kiosk
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Members: Xu Chen-Jie, Ben Chen, Sam Chan, Henry Low
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E-KioskE-Kiosk
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Consumer Behaviour ModelConsumer Behaviour Model
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase
Post-Purchase
Evaluation
InternalSearch
Memory
ExternalSearch
Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli:Marketer
Dominated& Other
Dissatisfaction Satisfaction
EnvironmentalInfluences
• Culture• Social Class
• Personal• Family
• Situation
IndividualDifferences
• Resources• Motivation &
Involvement• Knowledge• Attitudes
• Personality, Values & Lifestyle
INPUT INFORMATION PROCESSING DECISION PROCESS INFLUENCES
From: Consumer Behavior (1994). James F. Engel, Roger D. Blackwell & Paul W. Miniard. 7th. Edition. Dryden Press.
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The Key to Consumer BehaviourThe Key to Consumer Behaviour
• Consumer satisfaction will lead to future habitual purchase out of inertia.
• Repeated purchasing reinforces tendency for habitual decision-making
• Satisfaction Repeat Purchase Habit
Our objective is to change consumer behaviour by ensuring satisfaction with the purchase process
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Travel still predominantly via traditional channelsTravel still predominantly via traditional channels
The Internet may be ubiquitous, but it still isn’t everything: Under a quarter (23%) of respondents do all their travel shopping on websites.
From: PhoCusWright’s Traveller Technology Survey 2010
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Transforming consumers into online buyersTransforming consumers into online buyers
Try this !Try this !Long Q ?Long Q ?
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Pros and Cons vs. traditional TAPros and Cons vs. traditional TA
• Pros– Less staff– Low cost / no cost– Handles larger volume– Always available
(24x7)– Faster transaction
deal– Auto user profile
management
• Cons– Less human talk– No bargain– System downtime
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Pros and Cons vs. online TAPros and Cons vs. online TA
• Pros– More secure (TA)– Continue your deal
upon counter– No hacker/bandwidth
concern– Membership card
• Cons– Less volume handled
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e-Kiosk Demonstratione-Kiosk Demonstration
e-Kiosk Demonstratione-Kiosk Demonstration
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Key featuresKey features
– Great way to market and cross-sell products and services
– Secure as it is located onsite in agency office– Provide a transitional experience to agency online
website– Support mixed service model (kiosk-to-counter)– Provide value-add service (e.g., hotel pic, traveller
photos)– Self-help – e.g. re-schedule appointment with
specific agent– Experience and knowledge of senior staff in-a-box
(passport reminders, context-sensitive)17
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