Consumer intentions to use a service category

Article Abstract:

Having chosen to use a service provider in executing a particular task, consumers must first decide on a service category before deciding on a service brand. Service organizations should therefore learn what influences the consumer intentions at the service category level before concerning themselves with customer choices at the service brand level

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Consumer intentions to use a services category

Article Abstract:

Customer choice in purchase decision to use a service category is discussed.

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The future of services marketing: forecasts from ten services experts

Article Abstract:

The future of services marketing as a field of study is discussed.

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