PreparED Study Materials

Week 3 - Mktg 358 - Chapter 2 - Consumer Behavior in a Service Context

Author: Student Professor: Kathy Wachter Term:

The Three Stage Model of Service Consumption Pre-Purchase Stage Need awareness Information Search Evaluation of alternative services Purchase Decision Service Encounter Stage Service encounters are « Moments of truth » Service encounters range from High Contact to low Contact The Servuction System Theater as a Metaphor for Service D

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