CTL EUROCOLLEGE | Assignment 1 | | | | |

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Subject: Services Marketing
Lecturer: Dr. Elena Malkawi
Student: Olena Zaiets

1. Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like online textbook purchase. 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 and post-encounter stage. Pre-purchase stage is a stage before making decision. At this stage, consumers seek solutions to aroused needs. For instance, student needs to purchase a textbook in order to complete his
Next risk is getting a wrong book. You realize that only when the package is opened. It’s not a big deal to return a textbook if you received the incorrect one, but it will take a little longer into the semester before you have the needed materials and you might be forced to go to the bookstore and it will cost you. In order to try to avoid this situation you should ask teacher for the book's ISBN number to ensure you'll find the right copy. Finally, you may not receive your book at all. In order to remedy this situation check the website you ordered from to decide what steps you should take which are different with each site. 3. What type of risk reduction strategy would you suggest an online book shop employ to reduce customer risks perception? I would suggest an online bookstore to give customers online access about order status, so they could track orders on the web. Stores can provide consumers with a Login ID thus they can go online and view a screen listing all their orders. In addition, when the shipment is delivered, customers will be able to review and print a copy of the invoice. Also email notifications will help them to track status changes. In order to handle customer questions online bookshop might have real-time chat features, but most rely on email or phone calls.
Moreover, I would suggest online stores to provide free trial for the e-textbooks. People can try their product free