UNDERSTANDING SERVICE CONSUMERS

Focusing on consumer behavior, this book delves into the decision-making processes behind service purchases and the factors influencing post-consumption satisfaction. It serves as the inaugural volume of the Winning in Service Markets Series by Jochen Wirtz, designed to connect rigorous academic research with practical applications for industry professionals. The series highlights best practices and emerging trends in services marketing and management globally, offering valuable insights for creating customer-centric services that foster loyalty.