The Consumer's Role and the Implications in the Perform of Services

Abstract

Consumer behavior can be defined as a multidimensional concept, as a result of a dynamic relationships system between the processes of perception, information, attitude, motivation and effective manifestation, with individual characteristics. In services, understanding and adapting accordingly motivations and consumer behavior is not an option but a necessity to survive the competition. The dimensions of consumer behavior motivations buying services are preferences, intentions, their consumption habits, customs, attitudes and image. These are important in consumer behavior in services for specific reasons such as: services are not standardized, services have a high degree of individualization and customization is accommodated their personal requirements of each consumer, services are variable, due to the impossibility of copying and repetition.