SERVICE ENCOUNTER

SANDEEP VERMA
 CUSTOMER BEHAVIOR IN
SERVICE ENCOUNTER
Service Encounter is also known as “Moment 0f
Truth”.( Basically moment of truth means the
moment at which customer & service provider
confront one another in an arena)
 CATEGORIES OF SERVICES
1) People processing
2) Possession processing
3) Mental stimulus processing
4) Information processing
 CATEGORIES OF SERVICES
Who or What is the direct recipient of the service ??????
What is the nature people
of the service Act ?
Tangible Actions :- People processing (service
directed at people’s
bodies):
• Health care
• Beauty salons
• Physical therapy
•Restaurant/bars
Intangible Actions:- Mental stimulus processing
(service directed at
people’s minds)
• Advertising
•Education
•Voice telephone
•Broadcasting/cable
Possessions
Possessions processing (service
directed at physical possessions)
• repair & maintenance
•Retail distributions
•Refueling
•Disposal/recycling
Information processing (services
directed at intangible assets)
• Accounting
•Banking
•Insurance
•Research
THREE STAGE MODEL OF
(S.C)

POST
ENCOUNT
SERVICE
ER STAGE
ENCOUNT
ER STAGE

PURCHA-
SE STAGE

STAGES OF MODEL
 PURCHASE STAGE
 At purchase stage customer get aware wd
product & trying to search valuable
information about provider & product
 He evaluate the alternatives and make
purchase decisions
 PURCHASE STAGE
High Contact Low contact Purchase stage Key concept
service service

Can visit physical Surf Web, Phone • Awareness of need • Need arousal
sites & observe cells • Information search
a. Clarify needs • Evoke set
b. Explore solutions
c. Identify alternatives • Perceived
• Evaluations of risk
alternatives (solutions &
suppliers) • Formations
a. Review supplier of expectations
information a. Desired
b. Review information from service
third parties level
c. Discuss options wd b. Adequate
service personnel service
• Make decisions on level
service purchase
 SERVICE ENCOUNTER STAGE

 A stage at which the “moment of truth” comes

in front of customers & providers
 SERVICE ENCOUNTER STAGE
High Contact Low contact Encounter stage Key concept
service service

Can visit in Primarily remote •Request service from • moment of

person & contact chosen supplier or initiate truth
observe (web sites, blogs, self-service (payment may
facilities, phone, email, be upfront or billed later) •Role & script
equipment + publication, etc.) theories
(remote options)
• Service delivery by
personnel or self-service
 POST ENCOUNTER STAGE
 Evaluation of service performance
 Future intentions
 POST-ENCOUNTER STAGE
High Contact Low contact Post encounter Key concept
service service stage

At physical sites Remote only Evaluation of Satisfaction

only service /delight, &
performance Dissatisfaction

• Future intentions
Sandeep verma uff sam