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.
- ISBN13 9781944659097
- Publish Date 17 September 2017 (first published 15 August 2017)
- Publish Status Active
- Publish Country US
- Imprint World Scientific Publishing Co Inc (USA)
- Format Paperback
- Pages 56
- Language English
- URL https://worldscientific.com/worldscibooks/10.1142/y0003