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THREE STAGE MODEL OF SERVICE CONSUMPTION - Coggle Diagram
THREE STAGE MODEL OF SERVICE CONSUMPTION
Lovelock and Wirtz’s three stage model of service consumer
VERY IMPORTANT
Stage 1
Pre-purchase
Before become your customer (
window shopping
)
have the thought to but. but had not take action
acquisition of information
google
word of mouth
road show
social media
FB Live selling
Risk reduction
to gain
customers reassurance
marketing
review
by brand ambassador
Branding
LV
MBS Hotel
SIA
image
brand image
poor image and bad reputation =
NO GO!
How to overcome negative feedback
Cognitive
(mind/brain)
why the source come from? (TV,news, documantries)
Affective
(emotion/heart)
(by friend, relative, word of mouth)
Conative
(Behaviour)
Price
people may or maynot purchase due to price
Stage 2
service encounter
while window shopper express interest. and you are trying to sell our service to them
Standardisation of the service encounter
Cycles of service failure
Lower profits
Replacing staff is a drain = (tired)
Cycles of service success
lesser turn over rate
Cycles of mediocrity
very little customer focus.
job security
wages
other benefits
Stage 3
Post encounter
After sales service
expectations of what they will receive from?
customer judge the service
perceived value
service the customer received and
not about the price paid
Customer loyalty
Truly loyal
past experience has met their needs (example hotel/ message)
Spuriously loyal
same provider due to its convenience or habit (gym/pool)
Latent loyalty
loyal because there is no
alternative
No loyalty at all
they shop around.
customer dont like organisation but with specific ground staff
Excellent employees = unique selling point