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Winning at the first and second moments of truth: an exploratory study

2005; Emerald Publishing Limited; Volume: 15; Issue: 1 Linguagem: Inglês

10.1108/09604520510575290

1758-8030

Martin Löfgren,

Customer Service Quality and Loyalty

Purpose To contribute to the theoretical work on products that contain both tangible (goods) and intangible (service) dimensions, by arguing that the consumption of physical goods and services should be understood as a process with two major steps – the first and second moments of truth. Design/methodology/approach An investigation of the service perspective and packaging is made based on a literature review. Empirical examples are then presented from an interview study of people working with packaging‐related issues at Procter & Gamble, Schwarzkopf & Henkel, Procordia Food, and Coop. The relationship between theory/concepts and research in the paper can be described in terms of extension and emergent. Findings Consumers evaluate quality when they purchase an offering and when they consume it. Using the terminology of the present paper, this means that the perception of quality is created at both the first and second moments of truth. The first moment of truth is about obtaining customers’ attention and communicating the benefits of an offer. The second moment of truth is about providing the tools the customer needs to experience these benefits when using the product. The combination of these two moments of truth makes up the total customer experience. Originality/value This paper holds the potential to contribute to extending understanding of the service perspective and service encounters.