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L2A. Consumer Behaviour in Service Marketing ((2). Service Encounter Stage…
L2A. Consumer Behaviour in Service Marketing
(1). Pre-Purchase Stage
Awareness of need
Information Search
Evaluation of Alternatives
Search Attribute
Experience Attribute
Credence Attribute
Perceived Risk
Service Expectation
Desired Service Level
Adequate Service Level
Predicted Service Level
Zone of Tolerance
(2). Service Encounter Stage
Moments of Truth
Importance of managing touch point
Quality of the service is realised at the moment of truth
High/Low Contact Model
Extent and nature of contact points
High Contact
~ Direct interaction/contact between customer and the firm throughout the service delivery process
Low Contact
~ Little to no physical contact
Servuction Model
Visible front-stage and Invisible backstage
Service operation system ~ Backstage
Service delivery system ~ Front-stage
Theater Metaphor
Service Facilities
Personnel
Roles
Scripts
(3). Post-encounter Stage
Post-purchase Stage Expectancy-Disconfirmation Model of Satisfaction
Positive disconfirmation
~ Better than earlier prediction
Confirmation
~ Satisfaction as expected
Negative disconfirmation
~ Worse than earlier prediction