According to Lovelock and Wirtz (2011), the three-stage model of service consumption, prepurchase, service encounter, and post-purchase, helps us understand how individuals recognize their needs; search for alternative solutions; address perceived risks; selecting, using, and having a particular experience of a service; and finally, namely evaluating their service experience which results in satisfaction. Therefore, please explain why services tend to be more difficult for customers to evaluate than tangible goods?

Use reference sources from scientific journals and write clearly.