Consumers and Services

Increasing attention has been paid in recent years to the marketingof services. This has been prompted by a recognition that servicesare an increasingly important sector of the economy and that theyrequire a different approach to marketing. Consumers and Servicesapproaches service marketing from a consumer perspective and drawstogether current understanding of service consumption from both anacademic and practitioner point of view. This groundbreaking bookis the first serious attempt to look at buyer behaviour in servicesector industries and is suitable for graduate and advancedundergraduate students enrolled in consumer behaviour and servicemarketing courses. This unique book features a synthesis of current literature in the areas of consumerbehaviour and services marketing a number of sectoral case studies which examine buyer behaviourin service industries, i.e., tourism, finance, charities,professional, health and retail internationally authored cases from US, Scandinavia, andEurope "This looks like an interesting book that will fit well into twoincreasingly popular subject areas." Dr E. M. Jacobs, SheffieldUniversity Management School "It is a much needed contribution inthe field of service sector marketing." B. R. Lewis

THE SERVICE CONSUMER.

Consumers and Services.

Pre–Consumption of Services.

Consuming Services.

Evaluating Services.

THE SERVICE CONSUMER IN CONTEXT.

The Tourism and Travel Consumer.

The Professional Services Consumer.

The Financial Services Consumer.

The Healthcare Consumer.

The Charity Consumer.

CONCLUSION.

Conclusion.

Index.