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A Generic Concept of Customer Behaviour

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Abstract:

In recent years radical changes have stimulated a debate about the scope and nature of customer behaviour. In developing a conceptual model of this phenomenon three fundamental roles are distinguished – the customer as user, payer and buyer. In the author's view a conceptual framework based on role specialisation makes it possible to transcend and integrate at least six different disparate traditions of research and theory discovered or advocated in different domains of customer understanding. The model also suggest, future opportunities for research in new and unexplored domains of customer behaviour

Keywords: BEHAVIOUR; CONCEPTUALISATION; CUSTOMER; RELATIONSHIPS; RESEARCH; ROLES; THEORY; TRANSACTIONS

Document Type: Research Article

DOI: https://doi.org/10.1362/147539202323071254

Publication date: 2002-01-01

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