Explain how someone’s second moment of truth can become another consumer’s ZMOT. Use an example.

Explain how someone’s second moment of truth can become another consumer’s ZMOT. Use an example.

Expert Solution

Second Moment of Truth

It refers to the stage when a customer actually uses the product of a particular brand. Example A face wash promises to reduce blemishes. When a customer actually uses that face wash then it is called second moment of truth. If a product failed to keep its promise then the there will be no repeat purchase by customer. In the above example if the customer is not satisfied with the face wash then most probably he will not buy it for second time.

Zero Moments of Truth

It is the stage when a customer research about a particular brand or product before taking final decision. Suppose you want to buy Protein Shake of particular brand. Before taking any decision customer will visit the website of that brand. Some customers will use a search engine like google to do some research on that protein shake. Some will analyse the online reviews about that specific brand protein shake, they will compare prices and will also view recommendations for that protein shake. It basically refers to online research done by customer using search engines before taking final decision.

Someones Second Moment of Truth becoming Zero Moment of Truth for Another Customer

Suppose I went to a particular restaurant . I saw the menu and ordered food. I found food very delicious. I went to the website and rated 5 stars for the restaurant in terms of quality and other parameters and even wrote a positive review. Now when some other customer will read my reviews and ratings while searching online about that particular restaurant , then he can take decision to visit that restaurant. In this way my Second Moment of Truth became another customer's Zero Moment of Truth.

Rahul Sunny answered 1 month ago

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Explain how someone’s second moment of truth can become another consumer’s ZMOT. Use an example.

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