School: University of Mississippi
Department: Marketing
Course: Service Marketing
Professor: Kathy wachter
Term: Fall 2016
Tags: service, Marketing, Consumer, and behavior
Cost: 25
Name: Mktg 358 - Chapter 2 - Consumer Behavior in a Service Context
Description: 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
Uploaded: 09/16/2016