Escolar Documentos
Profissional Documentos
Cultura Documentos
P.C.H. DE SILVA
MF/2014/4022
TABLE OF CONTENT
INTRODUCTION ...................................................................................................................... 3
Brief introduction to RIU Ahungalla .................................................................................................. 4
Brief introduction to Hemas Hospital ............................................................................................... 5
The THREE STAGE MODDEL Theoretical Background ............................................................ 6
Pre Purchase Stage ........................................................................................................................... 6
Service Encounter Stage ................................................................................................................... 6
Post Encounter Stage ....................................................................................................................... 6
DIFFERENCES OF CONSUMER BEHAVIOR IN SERVICE ENCOUNTER RIU Ahungalla ................. 7
Pre Purchase Stage ................................................................................................................. 7
Service Encounter Stage ......................................................................................................... 8
Post Purchase Stage ............................................................................................................ 10
DIFFERENCES OF CONSUMER BEHAVIOR IN SERVICE ENCOUNTER Hemas Hospital ............. 11
Pre Purchase Stage ................................................................................................................ 11
Service Encounter Stage ........................................................................................................ 12
Post Purchase Stage ............................................................................................................ 13
Conclusion ............................................................................................................................. 14
Differences of Consumer behavior in service encounters based on the Three Stage Model
INTRODUCTION
The three-stage model of service consumption is a customer decision making process of the service
purchasing. There are three stages of the purchase process for service which are as follows:
pre-purchase stage.
service encounter stage.
post-encounter stage.
Throughout this assignment I have tried to express the greater amount of knowledge about the
Three stage mode introduced by the Lovelock & Wirtz.
As a well reputed hotel RIU Ahungalla offers services like accommodation, restaurants,
entertainment, amusement. Hemas Hospital as a well known hospital in the heart of southern
province offers variety of services to its customers.
In this assignment I choose the food and beverage sector in the service consumption which is based
on people processing service. This is a common sector on worldwide. It is the daily routine and
needs for everyone. In this sector, different people have different tastes of food, so it will split into
different food and beverage sector such as Western, Chinese, Japanese, Korean, Thai, and other
foods form different countries. As a customer, we have three-stage model of service consumption
in buying and using a service of our choice, which are pre-purchase stage, service encounter, and
post-purchase stage.
I have selected RIU Hotel Ahungalla and Hemas Hospital Galle as the two competing
organizations to differentiate the consumer behavior in service encounters based on the Three
Stage model. The RIU Ahungalla provides the restaurant service to the guests and also the outsider
customers. The foods of its restaurant are based on western and Sri Lankan foods.
Differences of Consumer behavior in service encounters based on the Three Stage Model
Differences of Consumer behavior in service encounters based on the Three Stage Model
This stage could be described as the final stage of service consumption. Customers evaluate the
service performance. Satisfaction defined as attitude-like judgment following a service purchase
or series of service interactions. Consumers who are satisfied and have high perceptions of service
quality necessarily return to the same service provider or buy their services again.
Differences of Consumer behavior in service encounters based on the Three Stage Model
Differences of Consumer behavior in service encounters based on the Three Stage Model
customers who are fond with mysterious Sri Lankan beaches this could not be the greatest place.
However, the RIU Ahungalla has exclusive western, local, Chinese, Italian food restaurants and
they provide much choice of the food and beverage comparing to any other hotel or restaurant in
the area. RIU Ahungalla, it not just a restaurant, it also is a unique Boutique Cottage and it has a
graceful environment provide to customers. It can provide a seat like a peaceful beach, large
swimming pools. For our decision making, we are discussing on Facebook and compare the entire
three restaurants. After discussion, of theses bunch of hotels RIU Ahungalla comes to the first
choice of me due to my arousals price, cost, luxurious, eye catching atmosphere and of course tasty
food. Ultimately RIU Ahungalla becomes the Purchase decision.
Active contact
processing services
Differences of Consumer behavior in service encounters based on the Three Stage Model
These restaurants provide the best food choices not in Ahungalla but in whole southern province.
RIU providing high-contact service on their environment and the facilities to their customers. Yet
we can identify some low- contact services like customer undertake the self service on
beverageetc.
During the service delivery, the customer will start evaluating the quality of service they are
receiving and deciding whether its services meet their expectation. In this case customer evaluate
the food and beverage that they receive from RIU hotel and decide whether its services meet their
expectation.
The concept of theater metaphor in RIU can be described as follow.
Elements of drama
Actor/actress
Costume
Dialogues
Script
Menu
Stage
Hotel
As a very large hotel RIU Ahungalla provide almost all variety of foods to its customer. The RIU
Ahungalla as a worldwide chain is providing the best facilities to attract customer such as crystal
clear pools, gym, BBQ, and free Wi-Fi access.
Differences of Consumer behavior in service encounters based on the Three Stage Model
Differences of Consumer behavior in service encounters based on the Three Stage Model
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Differences of Consumer behavior in service encounters based on the Three Stage Model
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Actor/actress
Costume
Dialogues
Formal words
Script
Reports
Stage
Differences of Consumer behavior in service encounters based on the Three Stage Model
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Differences of Consumer behavior in service encounters based on the Three Stage Model
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Conclusion
Before entering into a final service purchase decision, as an educated consumer we should through
the three-stage model of service consumption before buying or using the service of our choice.
We start to be critically aware of our needs and want. We enable a further implementation of
information search and alternative evaluation in pre-purchase stage. After that, we enable
consideration into decision making process in e next stage namely, service encounter. During the
service encounter stage, we will request service from our chosen supplier and service delivery. In
this assignment I have chosen RIU Ahungalla and Hemas Hospital. After service encounter, the
customers then enter the post-purchase phase. At post-purchase stage, customers evaluate the
service performance they have received and compare it with their prior expectations. Finally, the
customers will make a future intention whether they loyalty or disloyalty on their chosen supplier.
As a conclusion of RIU Ahungalla, it is a 5-star hotel and a spa. It provides the service of their
customers needs and wants. In future intention, almost all customers who step into RIU will be
going there frequently.
Hemas Hospital as a conclusion is well reputed chain in Sri Lanka. They give unique attention to
each and every patient. I have chosen undergoing in a heart surgery to express an idea about three
stage model. Therefore, a customer who has done heart surgery in Hemas would be highly satisfied
about the quality of the treatments and he would definitely spread the good news about Hemas.
Differences of Consumer behavior in service encounters based on the Three Stage Model
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