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Author: Jochen Wirtz Publisher: Ws Professional ISBN: 9781944659097 Category : Business & Economics Languages : en Pages : 56
Book Description
In services marketing, it is important to understand why customers behave the way they do. How do they make decisions about buying and using a service? What determines their satisfaction with it after consumption? Without this understanding, no firm can hope to create and deliver services that will result in satisfied customers who will buy again. Understanding Service Consumers is the first volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.
Author: Jochen Wirtz Publisher: Ws Professional ISBN: 9781944659097 Category : Business & Economics Languages : en Pages : 56
Book Description
In services marketing, it is important to understand why customers behave the way they do. How do they make decisions about buying and using a service? What determines their satisfaction with it after consumption? Without this understanding, no firm can hope to create and deliver services that will result in satisfied customers who will buy again. Understanding Service Consumers is the first volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.
Author: Thomas J. Reynolds Publisher: Psychology Press ISBN: 1135693161 Category : Business & Economics Languages : en Pages : 463
Book Description
This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.
Author: Rajagopal Publisher: IGI Global ISBN: 1466675195 Category : Business & Economics Languages : en Pages : 319
Book Description
Abstract: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher
Author: Isabelle Szmigin Publisher: SAGE ISBN: 9780761947011 Category : Business & Economics Languages : en Pages : 212
Book Description
Understanding the Consumer brings together marketing theory and practice in a truly consumer-centric approach. It challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing. Drawing on cutting-edge developments in the literature it reconceptualizes how consumers respond and act in the marketplace with particular attention to: - relationships with suppliers, products and brands - their innovative, creative and resistant behaviour - the complexity and unpredictability of their consumption behaviour - their increasing need to get closer to production. The book challenges existing functionally driven marketing thinking and shows how a more holistic approach to the marketplace will drive better theory and practice. It combines a jargon-free approach to the subject with an illustration of the relevant theory using practical, topical examples from the marketplace as well as drawing on other business related disciplines including sociology and economics to support its arguments.
Author: Jennifer S. Larson Publisher: Lerner Publications ™ ISBN: 1541502655 Category : Juvenile Nonfiction Languages : en Pages : 33
Book Description
Have you ever bought a cold drink at a lemonade stand? Or have you baked cookies for a school bake sale? If so, you’re a consumer and a producer! Consumers, producers, buyers, and sellers all provide things other people want and need. How do they work together in the marketplace? Read this book to find out.
Author: Alastair Williams Publisher: Routledge ISBN: 1136351175 Category : Business & Economics Languages : en Pages : 280
Book Description
'Understanding the Hospitality Consumer' presents a unique perspective on consumer behaviour in the hospitality sector. It seeks to focus on the role of consumption in hospitality and to investigate our understanding of its place in the contemporary industry. Taking the view that successful marketing demands focusing on the customer, this text concentrates on understanding and determining customer needs, relevant factors in consumer buying behaviour and the effectiveness of today's marketing techniques. Using industry based case studies and examples 'Understanding the Hospitality Consumer' : * Introduces and explores the role of consumer behaviour theory in the context of hospitality management * Discusses the principles and research of consumer behaviour and illustrates how they are used in the hospitality industry today * Examines the value of consumer behaviour research as applied to the contemporary hospitality industry * Explores the challenges to traditional approaches to consumption posed by the postmodern hospitality consumer The book's targeted focus and practical application ensures that it is well suited for both students and practising managers in the hospitality field.
Author: Victoria Wells Publisher: Edward Elgar Publishing ISBN: 1781005125 Category : Business & Economics Languages : en Pages : 625
Book Description
This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing. Consumer research incorporates perspectives from a spectrum of long-established sciences: psychology, economics and sociology. This Handbook strives to include this multitude of sources of thought, adding geography, neuroscience, ethics and behavioural ecology to this list. Encompassing scholars with a passion for researching consumers, this Handbook highlights important developments in consumer behaviour research, including consumer culture, impulsivity and compulsiveness, ethics and behavioural ecology. It examines evolutionary and neuroscience perspectives as well as consumer choice. Undergraduate and postgraduate students and researchers in marketing with interests in consumer behaviour will find this enriching resource invaluable.
Author: Matthew Dixon Publisher: Penguin ISBN: 1591845815 Category : Business & Economics Languages : en Pages : 258
Book Description
Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong? In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality: Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service. If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees? The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver. The rewards are there for the taking, and the pathway to achieving them is now clearly marked.
Author: Chkoniya, Valentina Publisher: IGI Global ISBN: 1799831175 Category : Business & Economics Languages : en Pages : 546
Book Description
Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthropology and consumer research have long been separated; however, it is now believed that joining them will lead to a more profound knowledge and understanding of consumer behaviors and will lead to further understanding and predictions for the future. Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior is a cutting-edge research publication that examines an anthropological approach to the study of the consumer and as a key role to the development of societies. The book also provides a range of marketing possibilities that can be developed from this approach such as understanding the evolution of consumer behavior, delivering truly personalized customer experiences, and potentially creating new products, brands, and services. Featuring a wide range of topics such as artificial intelligence, food consumption, and neuromarketing, this book is ideal for marketers, advertisers, brand managers, consumer behavior analysts, managing directors, consumer psychologists, academicians, social anthropologists, entrepreneurs, researchers, and students.
Author: Jochen Wirtz
Author: Jochen Wirtz
Author: Thomas J. Reynolds
Author: Rajagopal
Author: Isabelle Szmigin
Author: Jennifer S. Larson
Author: Alastair Williams
Author: Victoria Wells
Author: William J. Glynn
Author: Matthew Dixon
Author: Chkoniya, Valentina