This approach to service marketing from a consumer perspective integrates information on service consumption from from a variety of sources. It establishes the effect of the characteristics of services upon consumer behavior and presents four detailed case studies of consumer behavior in service industries.

Mark Gabbott is Professor of Marketing, Head of the Department of Marketing and Deputy Dean, Faculty of Business and Economics at Monash University.

Gillian Hogg is the author of Consumers and Services, published by Wiley.