3 Describe the Howard Sheth model of customer Behaviour.
- Howard Sheth model
Answer: Making a service purchase decision is seldom a solitary enterprise, that is to say, many people are involved in the decision-making process. For this purpose, key players need to be identified so that a specific service format can be developed. Additionally, it is task of service managers to see to it that some degree of equilibrium is maintained between people’s needs and promotional messages. Sometimes, buyers of any given service do not exercise complete rationality.
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