14.8 : Service Consumption

Service consumption describes a consumer's journey when selecting, experiencing, and evaluating a service. This journey is divided into three main stages: pre-purchase, service encounter, and post-encounter.

During the pre-purchase stage, consumers recognize a need, such as finding a new gym membership. They then search for information, comparing gyms based on factors like membership fees, equipment quality, class offerings, and location. This stage shapes their expectations and influences their decision on which service provider to choose.

The service encounter stage focuses on the experience of using the service. For instance, when customers visit the gym, their experience includes interactions with staff, the availability and condition of exercise equipment, and the overall atmosphere. Factors like facility cleanliness, the friendliness and expertise of trainers, and the availability of classes are crucial in determining customer satisfaction during this phase.

In the post-encounter phase, consumers evaluate their overall experience and decide whether their expectations were met or exceeded. For example, after several visits to the gym, a customer might assess their progress toward fitness goals and the value of the services received. This assessment influences future behavior, such as whether they continue their membership, share their experiences with others, or seek alternative options. Positive evaluations often lead to repeat usage and recommendations, while negative evaluations may prompt customers to look elsewhere for services.