How We Buy Services? Preliminary Observation Results

Marcin Lipowski
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Marcin Lipowski: Maria Curie Sklodowska University, Poland

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Abstract: The aim of the publication is to present the preliminary results of research on consumer buying behaviour in relation to services. The final research will be conducted in the form of consumer behaviours real observation, for this purpose will be used the tracking form of consumer behaviour using observation forms. The author tried to characterize reasons for the choice of distribution channel at different stages of purchasing process: in the searching for information about services, service purchasing, post buying behaviour and service churn. As a result of the study determinants of channel choice for the specific purpose will be selected and the complementarity / substitutability distribution channels for selected services will be classified.

Keywords: marketing channels; multi-channel distribution; service channel choice; customer behaviour (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp15:1303-1310

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