Understanding Service Consumer
In services marketing, it is important to understand why customers behave the way they do. How do they make decisions about buying and using a service? What determines their satisfaction with it after consumption? Without this understanding, no firm can hope to create and deliver services that will...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New Jersey
World Scientific
2018
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| Series: | Winning in service markets series
vol. 1 |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | In services marketing, it is important to understand why customers behave the way they do. How do they make decisions about buying and using a service? What determines their satisfaction with it after consumption? Without this understanding, no firm can hope to create and deliver services that will result in satisfied customers who will buy again. Understanding Service Consumers is the first volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world. |
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| Physical Description: | 52 pages illustrations, some colour 23 cm |
| Bibliography: | Includes bibliographical references |
| ISBN: | 9781944659097 9781944659110 |
Understanding services management integrating marketing, organisational behaviour, operations, and human resource management