Services Marketing Management: An International Perspective

By Hans Kasper; Piet Van Helsdingen et al. | Go to book overview
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CHAPTER
FOUR

FROM BUYING BEHAVIOR TO RELATIONSHIPS
After studying this chapter you will be able to:
understand consumer behavior with respect to services;
understand the buying of business to-business services;
reproduce differences in the consumption of services in different countries;
understand the impact of culture on buying and using services;
see the relevance of ethnocentrism and country-of-origin effect in marketing services internationally;
understand the role of perceived risk in buying services;
see through the function of services to the buyers and understand the impact of attributes, benefits and the functional and psychosocial consequences;
reproduce and apply the ways in which markets for services can be segmented;
explain the importance of positioning in services; and
argue which factors are important to customers in the relationships with their service providers.

ABOVE:Only benefits count

-143-

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