Lecture 04 - Consumer Behavior in the Service Context- Part 1

This module explains three-stage model of service consumptions and uses multi-attribute model to show how consumers evaluate and choose between alternative service offerings. Also, it talks about the difficulties and risks that consumers face in case of service consumption and how firms can reduce these risks through varied strategies.

Consumer Behavior in the Service Context- Part 1,Services Marketing:People Technology Services,Three stage model,Multi-attribute Model,Service attributes,Perceived risk,Service Evaluation Prof. Zillur Rahman,Department of Management Studies,Indian Institute of Technology,Roorkee,