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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Chapter 2. Consumer Behavior in a Services Context

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Understand the three-stage model of service consumption.

Image LO 2 Use the multi-attribute model to understand how consumers evaluate and choose among alternative service offerings.

Image LO 3 Learn why consumers often have difficulties evaluating services, especially those with many experience and credence attributes.

LO ...

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