1. Explain the three-stage model of service consumption.
- Chapter 2. Consumer Behavior in a Services Context
- from Essentials of Services Marketing, Second Edition
- Publisher: PH Professional Business
- Released: October 2012
Pre-purchase stage ( decision making process)begins with need awareness (Need awareness, info search, evaluation of alternatives, purchase decision) Service encounter stage- when customer interacts directly with service firm Post purchase stage- Customers evaluate the service performance they have experienced
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