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Service Consumption - 3 Stage Model

The document discusses a three stage model of service consumption: 1) The pre-purchase stage where consumers gather information and evaluate options. 2) The service encounter stage where consumers interact with the service and experience the physical environment. 3) The post-encounter stage after consuming the service where consumers evaluate satisfaction. The model examines factors like perceived risk, service quality, and customer satisfaction that influence consumers' experience at each stage of service consumption.

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Sneha Giji Saji
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706 views21 pages

Service Consumption - 3 Stage Model

The document discusses a three stage model of service consumption: 1) The pre-purchase stage where consumers gather information and evaluate options. 2) The service encounter stage where consumers interact with the service and experience the physical environment. 3) The post-encounter stage after consuming the service where consumers evaluate satisfaction. The model examines factors like perceived risk, service quality, and customer satisfaction that influence consumers' experience at each stage of service consumption.

Uploaded by

Sneha Giji Saji
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Service Consumption

Three Stage Model


PGDM T4
Dr. Aby Abraham
Service Consumption
• Service process takes place in interaction
with customers and their presence.
• Process consumption - production is part
of service consumption
• Service is a process.
• Value co-creation: “perceived and
determined by the customer on the basis
of value-in-use”
• Impulse buying in services
Service consumption
Three main stages.
• Pre-purchase,
• Service encounter, and
• Post-encounter stages
The Three-Stage Model
of Service Consumption 
• Planned Purchase behaviour
The Pre-Purchase
Process of Consumers
in Services
Multi-attribute Model –
Example
Perceived Risk
An
Integrative
Model of
Service
Encounters
 
Servicescapes
• The Servicescape perspective considers all the experiential elements
consumers encounter in a service context. The physical service
environment consumers experience
• Service environments, also called servicescapes, relate to the style
and appearance of the physical surroundings and other experiential
elements encountered by consumers at service delivery sites (Bitner
1992)
Servicescapes serve four purposes
• they engineer the consumer experience and shape consumer
behaviour
• they convey the planned image of the firm and support its positioning
and differentiation strategy
• they are part of the value proposition
• they facilitate the service encounter and enhance both service quality
and productivity
Low-Contact Service Encounters
• Voice-to-voice : Telephone based
• Price checking, making a booking or an order
• After-sales service and service recovery processes
• Customer expects : “adaptiveness”, “assurance”, “empathy” and
“authority”.
• Self-service encounters : Self-service technology-enabled encounters
allow for the production and consumption of services without relying on
service personnel
• Consumers are often dissatisfied with SSTs if they deliver poor service or
the technology fails
Consumer
Satisfaction
(Expectancy/Disco
nfirmation) and its
Outcomes in
Services
An Integrative
Model of
Consumer
Satisfaction in
Services
Decision Process –
Industrial
Application

Decision process for selecting a service provider (Day and Barksdale, 1994)
Training Provider –
Consideration set
and evaluation
Professional Service
Evaluation: Example
Individual Assignment Stage 1
• Submission : 2 July 2020; 08.00 hrs

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