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2010, iss. 24, pp. 23-32
Consumer behavior in services marketing
University of Novi Sad, Faculty of Economy, Subotica

emailagrubor@ef.uns.ac.rs
Abstract
Consumers in services marketing are the members of a certain social community, aiming to satisfy their own needs by purchasing, i.e. using appropriate services. The consumption of certain services is, therefore, possible if there is financially sound demand for them. The demand for certain services is manifested by consumers who can be individuals, i.e. final consumers, or major consumers, i.e. corporate customers in service industry. Final consumers purchase services for their own consumption or household consumption. Major consumers, i.e. corporate customers in service industry purchase services with the aim of conducting further business operations. Services marketing activities directed at the above mentioned categories of consumers units bear some resemblances, but differences as well, regarding the aims and motives that the consumer units are guided by in making decisions about purchasing services.
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article language: English
document type: Review Paper
published in SCIndeks: 11/01/2011

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