14.8 : 服务消费

Service consumption refers to the process by which a service is selected, experienced, and evaluated. It follows a three-stage model of the pre-purchase, service encounter, and post-encounter stages.

The pre-purchase stage starts when a consumer identifies a need, such as a dental consultation.

This leads to seeking information, researching options, and gathering referrals.

Clinics are then compared based on factors like treatment options and reputation.

Finally, the purchase decision is made, and the individual selects a clinic based on its reputation and proximity.

During the service encounter phase, the focus is on service delivery, including the patient's clinic visit, interactions with medical staff, and the treatment.

This phase emphasizes the patient's role in cooperating and sharing health information.

The service environment, including the clinic's cleanliness and ambiance, and employee behavior, such as staff professionalism, also play critical roles in shaping service perception.

In the post-encounter phase, consumers assess their experience, shaping actions like returning or recommending. Many view service and provider as one, so issues with the building, staff, or parking affect their view of the doctor.