3stage model of service consumption

A decision is defined as :
Decision making is the process of choosing
between two or more alternatives
“Choosing an option of the few/many
available”
“The selection of an action from the two or
more alternative choices”
Decision making is:
A Goal oriented process
It is a problem solving process
It helps take advantage of opportunities &
fights threats
It is the selection of an alternative out of
few/many choices are available
Three stage model of Service consumption

The service encounter can be dived in to

three principle stages:

Pre-Purchase stage
Service encounter stage
Post-encounter stage
Pre-Purchase stage

Pre-purchase stage is characterized by

Awareness of need/Need Recognition

Information search
Evaluation of alternatives
2. Service Encounter stage
Service encounter stage (direct contact with
service provider)involves a series of
contacts/Encounters with the chosen service
provider
service encounter stage is characterized by
Placing an order/requesting a
reservation/submit an application
Service delivery by staffs or self servicing
Post- Purchase Stage
Post purchase stage is characterized by Evaluation of
service performance
 Future intentions
In evaluating service performance, customer expectations
can be
 Positively disconfirmed (performance is perceived to
be better than the predetermined expectations)
 Confirmed ( received the expected not high not low)
 Negatively disconfirmed (performance is lower than
expectations)
 Service encounters can range from high contact to low contact
 During service delivery many customers sart evaluating the quality of services