This is a question everyone involved in marketing must answer. If we can understand customer behavior, we are in a much better position to tailor services, prices, promotions, and distribution channels to fit customers' needs. This chapter explains that people's behavior is influenced both by personal and interpersonal factors. The key factors in each of the two categories are discussed. The relative importance of information from commercial and personal sources is examined.
All customers go through a series of steps when they decide to buy a hospitality or travel service.
This chapter emphasizes that marketers need to understand the decision process that customers are using.