Table of Contents
The Purchase Process For ServicesObjectives for Chapter 2: Consumer Behavior in Services
Consumer Evaluation Processes for Services
Figure 2-1 Continuum of Evaluation for Different Types of Products
Prepurchase Phase Information Search
Prepurchase Phase Firm-Produced Factors
Strategies to Reduce Performance Risk
Strategies to Reduce Opportunity Risk
Pre-Purchase Phase Evaluation of Alternatives
Service Purchase and Consumption The Service Encounter
Postpurchase Phase Service Quality Evaluation
Figure 2-3 Categories in Consumer Decision-Making and Evaluation of Services
Global Feature: Differences in the Service Experience in the U.S. and Japan