It is necessary to note that purchasing a service is somewhat different from buying a tangible product (Lovelock & Wirtz 2011). The three-stage model of service consumption reveals the basic features of the process of purchasing a service. The model includes such stages as a search for the product, experiencing the use of the product and evaluation of the “service performance” (Lovelock & Wirtz 2011, p. 24). It is possible to illustrate the process through the analysis of real-life experiences.
I (as any other individual) have purchased a number of services. I would like to consider my experience of buying a service from Apple. When I got my Apple iPad, I was on cloud nine as it is one of the best products a young person would want. I used the new device and enjoyed its various applications.
Some of my friends also have the same device and we often share our experiences. From a friend of mine, I heard about an application that was very interesting and rather helpful. Clearly, I purchased the product. However, I was unable to use it to its full capacity as I could not understand how it worked. I was ashamed to ask my friend (or anybody as I am a kind of an expert) about it.
This is when I found myself at the first stage of service consumption. I understood that I needed assistance (service) to fully enjoy the application. Thus, first is the customer’s desire to do something or get something but he/she does not know how to do that. I was a bit at a loss as I was trying to solve my issue on my own but I could not understand what I could do to make the application reveals its secrets. I implemented certain research.
Luckily, Apple is a great company that knows exactly what people may need and I learned about AppleCare. I decided to learn more about the option and it turned out to be the best for me. I have to admit that I considered some alternatives: continue searching in various forums, humiliate and ask friends or use the AppleCare. When I learned that it was free for me, I knew what to do and I made the decision to purchase the service.
This brought me to the next stage of the model: experience service encounters. I made the call and I got all my answers. I have to say that it was a pleasant experience as I was talking to a supportive and friendly person who answered my questions simply and fully.
After the conversation with the representative of the support team, I was able to use my application to the fullest. More so, I learned things my friends did not know about it and I managed to maintain my image of an expert. This was a really enjoyable experience and I believe it affected my decision process for repeat purchases.
According to Lovelock and Wirtz (2011), the third stage is the evaluation of the purchase experience and the formation of future intentions. This can be quite a lasting process. For instance, I still refer to this experience when I make decisions on the use of service consumption.
Of course, I made my conclusions once I finished the conversation. I was satisfied with the service I got and I was glad I address the support team. I decided I would address them whenever I might need their assistance. More so, it made me seek similar support service in other companies and rather than searching for some information on the Internet; I always ask about such services when I buy products.
This example is a good illustration of the effectiveness of the three-stage model. Companies should use this model when developing and offering their services. Thus, companies should understand that the first stage implies the search for information. Hence, it is necessary to make sure that the service is advertised properly.
Potential customers should be able to access information easily. This can be achieved through TV or an online advertisement. Some services are associated with particular products and people should know about these services when buying products.
Service providers should pay special attention to the second stage and make sure that customers get high-quality service. This may require in-depth research and some experience. In my case, I got all possible answers and it seemed the representatives of the support team was ready for all my answers.
Grönroos and Ravald (2011) note that companies have to create value for market services. It has been acknowledged that customers are co-producers of the service (Lusch & Vargo 2009). Hence, companies should be able to predict people’s needs to develop an efficient service.
Some may think that the two stages can be enough for the company to consider. Nonetheless, the service provider also has to pay attention to the third stage. Thus, the company may sometimes address the person who has used the service (via phone or email) and ask for some feedback.
In this way, the company will learn about possible downsides in the service provided and will be able to eliminate it. At the same time, the customer may also evaluate the service (if it has not happened earlier) and understand how useful it was. In other words, the company may force the customer to evaluate the service and make (favorable for the company) decision on the repeated use of the service.
Reference List
Grönroos, C & Ravald, A 2011, ‘Service as business logic: implications for value creation and marketing’, Journal of Service Management, vol. 22, no. 1, pp. 5-22.
Lovelock, CH & Wirtz, J 2011 Services marketing: people, technology, strategy, Pearson, Essex.
Lusch, RF & Vargo, SL 2009, ‘Service-dominant logic – a guiding framework for inbound marketing’, Marketing Review St. Gallen, vol. 26, no. 6, pp. 6-10.