MKTG3311 Chapter 2: Chapter 2 Notes
Document Summary
Lo1: understand the three-stage model of service consumption: three stages: pre-purchase, service encounter, post-encounter. Pre-purchase stage: begins with need-awareness and continues through to information search and evaluation of alternatives to deciding whether or not to buy a particular service. Information search: several alternatives may come to mind evoked set, can be derived from past experiences or external sources such as social media or online reviews, narrowing down to fewer alternatives to consider consideration set. Several alternatives may come to mind, and these forms the evoked set, which is further narrowed down to a few alternatives to seriously consider, that is, the consideration set. Multi-attribute model: many decisions involve complex trade-offs along several attributes. Lo3: learn why consumers often have difficulties evaluating services, especially those with many experiences and credence attributes. Service attributes: search attributes they are tangible characteristics that customers can evaluate before purchase. E. g. in a restaurant include type of food, location, price etc.
