To read the full version of this content please select one of the options below:

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

Martin Löfgren (Service Research Center, Karlstad University, Karlstad, Sweden)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 February 2005

Abstract

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.

Keywords

Citation

Löfgren, M. (2005), "Winning at the first and second moments of truth: an exploratory study", Managing Service Quality: An International Journal, Vol. 15 No. 1, pp. 102-115. https://doi.org/10.1108/09604520510575290

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited