CHAPTER
FOUR
FROM BUYING BEHAVIOR TO RELATIONSHIPS
After studying this chapter you will be able to:FOUR
FROM BUYING BEHAVIOR TO RELATIONSHIPS
| • | 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
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Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information:
Book title: Services Marketing Management: An International Perspective.
Contributors: Hans Kasper - Author, Piet Van Helsdingen - Author, Wouter De Vries Jr - Author.
Publisher: Wiley.
Place of publication: New York.
Publication year: 1999.
Page number: 143.
This material is protected by copyright and, with the exception of fair use, may not be further copied, distributed or transmitted in any form or by any means.
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