The three stage model of service consumption is made up of the following: the first is the pre-purchase stage, which is the stage where the customer searches for alternatives. The second stage is the service encounter stage, where the customer makes the purchase. Finally, there is the post-encounter stage, where the customer evaluates the service or the product and the experience against his expectations.
The customer would first search the internet for possible sites showing investment products, and then make his own calculations and evaluations. Thereafter, he would select a site and a product, and then make the transaction. Afterwards, he would continue to view the performance of his investment on the site, and perhaps interact with the site administrator who is online at the moment if he has any questions.
Perhaps the most crucial phase is making the customer transact with the site. Thus the site should easily be on the list of the initial sites when one does a search on an internet search tool. Also, site administrators should always be online to entertain queries as well.
2.
The site selected for this number is H&R Block. The core service is the preparation of tax returns for clients, whereas supplemental products include the sales of tax software and the tax refund service.
The timeline would consist of first, the client contracting the services of H&R to compute his tax return. Thereafter, if a refund is in order, the client requests that his refund be processed. Finally, if the client would like to develop the skill to produce his own tax return, or if he would like to have software for a small enterprise, then he will avail of the software.
The supplementary service of tax refunds is an enhancing service, as it adds value to the original service of providing the tax return, whereas the software transaction is facilitating as it helps the client mature and create his own tax return in the future.
3.
As people processing services require personal contact, then attempting to globalize the business will require more resources from the small business. He may either try to open a branch in another location, or come up with services that can be delivered online. It would be difficult to import customers to one’s remote location. The service should be one that is free of any cultural elements, with customers’ needs being common across cultures.
A remote business may expand globally through possession processing by offering a unique service that will allow the business to receive a possession and enhance it, then return it to the client. One kind of service would be antique restoration wherein the customer sends the object, and the business restores it and sends it back to the customer. The use of enhanced logistics technologies will help here.
An information-processing service can expand by enhancing its online services. For instance, a small editing and technical writing firm can have a global reach by asking customers to send their information electronically and then sending it back via the same secure way as well. The business must try first to corner a niche – such as the segment of small enterprises needing help with their literature and then venture on to bigger clients.
4. The business selected for this question is H&R Block. In the service delivery system part, one has the website that is visible, and the site administrators to communicate with. The technical core would consist of the accountants working full time to compute for the tax returns and refunds, and the government regulations governing tax returns depending on the location of the client. The customer only sees the site and the administrator as the sort of the performer for the “stage” or the site, whereas the backhands are the accountants, the software they use and the skills and knowledge that they have to perform their work.
The model could help pinpoint areas for improvement such as if the administrators have the skills to sell more services, and if there is a need to hire more accountants or to upgrade the software of the site.
5.
One challenge in communicating the benefits of a service to customers is the level of technology that will be used in the communication process. Another is the level of skill of the communicators who must be effective in their work. The levels of expectations of customers are also challenges in this regard. Finally, the content of how the service is to be presented is a challenge as well.
Training personnel is one good method of overcoming these challenges. The people in charge of communicating with customers must understand the nuances of language and culture if the reach is global. The acquisition of the best-suited technologies for the business is a must as well.
One example of a company that has overcome such communication challenges is McDonalds. The company uses internet technology to facilitate deliveries, and uses local languages when necessary in their stores and sites. Also, the company makes sure that its personnel are well-trained to talk to customers from all walks of life and who speak a variety of languages.
Works Cited
Services Marketing MO2. Powerpoint Slides (Class Notes).
