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What is Consumer Behavior in Services Marketing about?

The document discusses consumer behavior in a services context, focusing on the three stages of service consumption: pre-purchase, service encounter, and post-encounter. It outlines the consumer decision-making process, including need arousal, information search, and evaluating alternatives, while also addressing perceived risks and customer expectations. Additionally, it highlights the importance of service encounters and the distinctions between high-contact and low-contact services.

Author

9xsqc8vq6s

Language

EN