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Chapter1
Marketing in the service economy, Chapter 2 Customer behaviour,…
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Chapter 2 Customer behaviour, culture and service encounters
Learning objectives
Explain the relevance of perceived risk and information search at the pre-purchase stage of the buying process
Describe why role and script theory and control theory are central to understanding customer behaviour in service settings
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Describe the basic mechanism that underpins the formation of post-purchase satisfaction evaluations.
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