| 服务市场中的消费者行为特征与营销策略 |
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| 引用本文： | 荣晓华. 服务市场中的消费者行为特征与营销策略[J]. 商业研究, 2002, 0(23): 154-156 |
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| 作者姓名： | 荣晓华 |
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| 作者单位： | 大连铁道学院,管理系,辽宁,大连,116028 |
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| 摘 要： | 与有形产品消费者行为的特征相比,服务市场的消费者行为有其独特性,主要表现在消费者收集信息的方法、消费者对风险的感知、品牌忠诚以及对服务质量的评估与购买后失调等方面。了解服务市场中的消费者行为特征,有助于提高企业的服务质量,提高企业的综合竞争力。
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| 关 键 词： | 服务市场 消费者 行为特征 营销策略 |
| 文章编号： | 1001-148x(2002)12上-0154-02 |
| 修稿时间： | 2002-02-04 |
Marketing Strategics & Consumer Behaviour Characteristics in Service Market |
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| Abstract: | Compared with the tangible product, the charecteristics of consumer behavior in service market is more distinctive. It mainly includes the method of gathering, the perception of risk, brand loyalty, evaluating the quality of service and postpurchase dissonance.To understand the charecteristics of consumer behavior in service market, it is helpful for the organization to improve the service quality and become more competitive. |
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| Keywords: | service market consumer behaviour characteristics marketing strategy |
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