This is the fourth and final part of a series that illustrates the process consumers go through prior to making a purchase, what happens during the purchase, and the post purchase behavior. As discussed in the first three parts of the series, service providers have achieved great success at competing for customers if they conduct extensive research to understand consumers’ pre-purchase behavior (e.g., wants, needs, desires, and barriers to purchase) and post-purchase sentiments (e.g., satisfaction, willingness to buy the service again, and likelihood of spreading word of mouth [WOM]).
READ THE FULL ARTICLE BY DR. STOWE SHOEMAKER IN THE FALL 2026 EDITION OF GAMING & LEISURE MAGAZINE.