Consumers and Services

This approach to service marketing from a consumer perspective integrates information on service consumption from from a variety of sources. It establishes the effect of the characteristics of services upon consumer behavior and presents four detailed case studies of consumer behavior in service industries.

THE SERVICE CONSUMER. Consumers and Services. Pre-Consumption of Services. Consuming Services. Evaluating Services. THE SERVICE CONSUMER IN CONTEXT. The Tourism and Travel Consumer. The Professional Services Consumer. The Financial Services Consumer. The Healthcare Consumer. The Charity Consumer. CONCLUSION. Conclusion. Index.