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Book Synopsis
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.

Understanding Service Consumers

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Order before 4pm today for delivery by Tue 20 Jan 2026.

A Paperback / softback by Jochen Wirtz

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    View other formats and editions of Understanding Service Consumers by Jochen Wirtz

    Publisher: World Scientific Publishing Co Inc (USA)
    Publication Date: 17/09/2017
    ISBN13: 9781944659097, 978-1944659097
    ISBN10: 1944659099
    Also in:
    Market research

    Description

    Book Synopsis
    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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