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Textbook
Consumers and ServicesISBN: 978-0-471-96269-4
Paperback
284 pages
June 1998, ©1998
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Other Available Formats: Hardcover
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This approach to service marketing from a consumer perspective integrates information on service consumption from from a variety of sources. It establishes the effect of the characteristics of services upon consumer behavior and presents four detailed case studies of consumer behavior in service industries.
