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Consumer Behavior in Services Marketing by Nghiem Phuong Linh is a document available to read on EtoBox.
What is Consumer Behavior in Services Marketing about?
Chapter 2 of Services Marketing focuses on consumer behavior in service contexts, outlining a three-stage model of service consumption: pre-purchase, service encounter, and post-encounter stages. It discusses how consumers evaluate services, the perceived risks associated with purchasing services, and the importance of managing customer expectations and satisfaction. The chapter also highlights the servuction model and the metaphor of theater in understanding service delivery and customer interactions.
- Author
- Nghiem Phuong Linh
- Language
- EN