Service Marketing Pre-Purchase Stage
Introduction
To market services effectively, marketing managers need to understand the consumer decision process applies to both goods and services. In this essay, firstly, I am going to analyze the pre-purchase stage of service experiences in Modern Beauty Salon which is a beauty salon that I encountered recently. Secondly, I will evaluate the different types of risk which I perceived before consumption. Thirdly, I would like to illustrate the various strategies that the company offered in order to lower my perceived risks. Finally, I will use a diagram to identify the various components of my expectation in the pre-purchase.
Analysis of pre-purchase stage
Need awareness
“When a person or organization decides to buy or use a service, it is triggered by an underlying need or need arousal.”(Christopher, 2009) In my case, as my work is busy that make me tired, on the other hand I concern very much my appearance especially my face skin quality, I was triggered to have a need of facial treatment provided by beauty salon. These are my unconscious minds.
“Once a need has been recognized, customers are motivated to search for solutions.”(Christopher, 2009) When my need was recognized, I took action to resolve it. I went on the internet looking for information of different beauty salons. After that I had an evoked set in my mind. Christopher wrote that “Several alternatives may come to mind and these form the evoked set, which is the set of possible products or brands that a customer may consider in the decision process.” When I had an evoked set, the different alternatives are needed to be compared and evaluated before a final choice is made.
Evaluation of Alternatives
During the evaluation of alternatives, there are three parts including service attributes, perceived risks and service expectation.
For service attributes, it includes search attributes, experience attributes and credence attributes. Search attributes are tangible characteristics that
To market services effectively, marketing managers need to understand the consumer decision process applies to both goods and services. In this essay, firstly, I am going to analyze the pre-purchase stage of service experiences in Modern Beauty Salon which is a beauty salon that I encountered recently. Secondly, I will evaluate the different types of risk which I perceived before consumption. Thirdly, I would like to illustrate the various strategies that the company offered in order to lower my perceived risks. Finally, I will use a diagram to identify the various components of my expectation in the pre-purchase.
Analysis of pre-purchase stage
Need awareness
“When a person or organization decides to buy or use a service, it is triggered by an underlying need or need arousal.”(Christopher, 2009) In my case, as my work is busy that make me tired, on the other hand I concern very much my appearance especially my face skin quality, I was triggered to have a need of facial treatment provided by beauty salon. These are my unconscious minds.
“Once a need has been recognized, customers are motivated to search for solutions.”(Christopher, 2009) When my need was recognized, I took action to resolve it. I went on the internet looking for information of different beauty salons. After that I had an evoked set in my mind. Christopher wrote that “Several alternatives may come to mind and these form the evoked set, which is the set of possible products or brands that a customer may consider in the decision process.” When I had an evoked set, the different alternatives are needed to be compared and evaluated before a final choice is made.
Evaluation of Alternatives
During the evaluation of alternatives, there are three parts including service attributes, perceived risks and service expectation.
For service attributes, it includes search attributes, experience attributes and credence attributes. Search attributes are tangible characteristics that
References: Christopher H. Lovelock, Jochen Wirtz, and Patricia Chew Yee Peng. (2009), Consumer Behavior in a Services Context