DIFFERENCES IN THE CONSUMER DECISION PROCESS FOR PROFESSIONAL VS. GENERIC SERVICES

Abstract

There are distinct differences between professional services and other services which affect the way consumers make purchase decisions about them. This paper discusses the differences using the consumer decision process as a framework. Strategy implications for the professional service provider are presented, and specific suggestions are offered to improve the efficiency of the exchange — thereby benefiting both the buyer and the service provider.

Citation

Jeanne Hill, C. (1988), "DIFFERENCES IN THE CONSUMER DECISION PROCESS FOR PROFESSIONAL VS. GENERIC SERVICES", Journal of Services Marketing, Vol. 2 No. 1, pp. 17-23. https://doi.org/10.1108/eb024712