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Understanding Service Consumers (Paperback)
Loot Price: R326
Discovery Miles 3 260
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Understanding Service Consumers (Paperback)
Series: Winning In Service Markets Series, 1
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Loot Price R326
Discovery Miles 3 260
Expected to ship within 10 - 15 working days
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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.
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