Understanding Service Consumers

By:

Jochen Wirtz

Format:

Paperback / softback

Series:

Winning In Service Markets Series

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Description

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.

Release date NZ

September 17th, 2017

Author

Jochen Wirtz

Audiences

Professional & Vocational
Tertiary Education (US: College)

Pages

Series

Winning In Service Markets Series

ISBN-13

9781944659097

Product ID

27629290

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