What is consumer behaviour in services

  • H1: Service quality instigates customer loyalty.
    However customer satisfaction based on the dimensions of service quality (reliability, tangibility, responsiveness, assurance and empathy) may by itself be inadequate to generate loyalty needed.
  • The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, Money, effort) on consumption related items.
    It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it.

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