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2014 (published: 15.09.2014)
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Modeling service consumer behaviour
Zemskova A.V. , Bugorsky V. N.
The Article is devoted to studying of the buyer's behaviour within the framework of different economic and social-psychological approaches. In this study, the analysis of foreign and domestic models of consumer behavior. The author examined the approaches to the modeling of consumer behavior. The paper highlighted features of modeling in services industry from the point of formation of customer loyalty.
The main provisions of the work described in the understanding of the special role of environment services, which determines the degree of customer satisfaction. For Loyalty insufficient just satisfied customers, since in every sense of loyalty can only be called completely satisfied customers. It is noted that the modeling of consumer behavior on the basis of customer satisfaction and customer loyalty is focused on improving the processes of interaction between the company and the consumer, manifested in the integrated management of the consumers.
The author draws parallels between the tradition of working with foreign customers and Russian practice.
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models of consumer behavior, service industry, loyalty, customer retention.
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