Understanding Service Consumers
Understanding Service Consumers by Jochen Wirtz is a concise exploration of consumer behavior in the context of services marketing. Published by World Scientific Publishing Company Pte Limited in 2017, this edition spans 56 pages and is presented in English. The book delves into the factors influencing customer decision-making and satisfaction, emphasizing the importance of understanding these dynamics for firms aiming to enhance service delivery and foster customer loyalty.
Readers will find that this volume serves as a foundational resource in the Winning in Service Markets Series, bridging academic research with practical applications in the field. It addresses key topics such as consumer behavior, customer relations, and marketing strategies, providing insights into best practices and emerging trends in service management. This accessible guide is designed for both industry practitioners and those interested in the intersection of business and consumer psychology.
Official synopsis Publisher
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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