Understanding Service Consumers

Understanding Service Consumers

by Jochen Wirtz

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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.

Product Details

ISBN-13: 9781944659110
Publisher: World Scientific Publishing Company, Incorporated
Publication date: 08/15/2017
Series: Winning in Service Markets Series , #1
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 50
File size: 3 MB

Table of Contents

Dedication 3

Preface 4

Introduction 7

Three-Stage Model of Service Consumption 9

Pre-purchase Stage 10

Need Awareness

Information Search

Evaluation of Alternative Services

Multi-attribute Model

Service attributes

Perceived Risk

Service Expectations

Purchase Decision

Service Encounter Stage 24

Service Encounters are "Moments of Truth"

The Servuction System

Theater as Metaphor for Service Delivery: An Integrative Perspective

Role and Script Theories

Role Theory

Script Theory

Role and Script Theory Complements Each Other

Perceived Control Theory

Post-Encounter Stage 33

Customer Satisfaction

The Expectancy-Disconfirmation Model of Satisfaction

Service Quality

Customer Satisfaction versus Service Quality

Dimensions of Service Quality

Measuring Service Quality

Customizing SERVQUAL

Customer Loyalty

Conclusion 41

Summary 42

Endnotes 47

About the Author 51

Acknowledgments 52

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