Author:
Freiden Jon B.,Goldsmith Ronald E.
Abstract
States that marketers require a better understanding of the
consumer decision‐making process for selecting services, particularly of
the prepurchase information search for professional services which are
often selected just after relocation to a new geographical area.
Examines the findings of research on this topic, which looked at
questionnaires returned by a sample of two hundred new residents about
their use of information sources in choosing a professional service.
Discusses the managerial implications for marketers of the results of
the study, which confirmed the importance of personal sources of
information in the search process and showed that most residents were
happy with their choices.
Cited by
39 articles.
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