Understanding Service Consumer

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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Bibliographic Details
Main Author: Wirtz, Jochen (Author)
Format: Book
Language:English
Published: New Jersey World Scientific 2018
Series:Winning in service markets series vol. 1
Subjects:
Service industries > Marketing
Customer services > Marketing
Consumer behavior
Online Access:Click Here to View Status and Holdings.
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520 # # |a 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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