Chapter 2. Consumer Behavior in a Services Context
Learning Objectives
By the end of this chapter, the reader should be able to:
LO 1 Understand the three-stage model of service consumption.
LO 2 Use the multi-attribute model to understand how consumers evaluate and choose among alternative service offerings.
LO 3 Learn why consumers often have difficulties evaluating services, especially those with many experience and credence attributes.
LO ...
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