Understanding Service Consumers (Winning in Service Markets)

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Understanding Service Consumers (Winning in Service Markets) image
ISBN-10:

1944659099

ISBN-13:

9781944659097

Author(s): WIRTZ, JOCHEN
Released: Jul 17, 2017
Publisher: WS PROFESSIONAL
Format: Paperback, 54 pages

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. The e-version of this book is not available for purchase at our website but can be purchased through Amazon and Kobo.

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