LFU:online

This course focuses on the concepts and measurement of consumers’ response behavior (e.g., emotions, attitudes, satisfaction, and loyalty) using consumer behavior theories and models. A special emphasis is put on personal traits, for instance, personality, involvement, innovativeness, and how they affect marketing decisions. In the seminar, concepts and theories of the lecture are applied using real-world examples. The purchase decision process is investigated including the pre-purchase, purchase and post-purchase stage. A focus is placed on the following issues: - How do customers think, feel, reason and select between different purchase alternatives? - Does the service environment influence response behavior? - How can managers deal with customer perceptions and expectations to create loyality and customer satisfaction?

participation requirements see curricula