Implicaţiile caracteristicilor serviciilor asupra procesului decizional al consumatorului

Abstract

The individualization offer the services must become an obligation for service companies, it because the content, nature and characteristics, are formative factors of management decisions and have a direct impact on the relationship between provider and consumer. These are elements of differentiation within the consumer behavior and marketing services. Thus, in services marketing professionals must take into account these elements and their characteristics have an impact on the marketing approach, show how the demand and supply of services presentation on marketing mix variables, they generating strategies and specific measures.