Understanding Service Consumers
Understanding Service Consumers
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Understanding Service Consumers
J. Wirtz
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23 May 2025
Understanding Service Consumers
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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.
Product Information
ISBN13 (SKU)
9781944659097
Title
Understanding Service Consumers
Author
J. Wirtz
Publisher
World Scientific Publishing (Imperial College Press)
Publication Date
2017
Format Type
Physical
Number of Pages
54
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