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