Consumer intentions to use a service category

Article Abstract:

Having chosen to use a service provider in executing a particular task, consumers must first decide on a service category before deciding on a service brand. Service organizations should therefore learn what influences the consumer intentions at the service category level before concerning themselves with customer choices at the service brand level

Statistical Data Included, Technical

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Consumer intentions to use a services category

Article Abstract:

Customer choice in purchase decision to use a service category is discussed.

Analysis

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The future of services marketing: forecasts from ten services experts

Article Abstract:

The future of services marketing as a field of study is discussed.

World, Study and teaching, Company marketing practices

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