Compréhension des stratégies de résolution de problèmes employées lors de l’apprentissage de l’utilisation d’un produit-service

While information seeking received a lot of attention in marketing literature to have a better understanding of purchase, it remains underresearched in the context of learning during use of a service-product. Nevertheless, several studies show that this stage of the consumption process should be addressed as a lot of services-products returns to after-sale services result from customers’ inability to use them and not from a true breakdown. This paper examines problem solving strategies used by consumers learning how to use a service-product and analyses information seeking focusing on directions for use and other users’ help. Thanks to semi-directive interviews, this research defines several customers’ profiles in situation of problem solving during use of service-product and offers managerial implications in order to improve directions for use, which are emblematic tools of companies’ usage assistance.