Study on Consumer Behaviour on Service Quality

Abstract

The most important factor affecting business performance is the quality of services offered by the service organizations, in relation to its competitors. The influence that others have on individual decisions is often due to the person's concern or caring about reactions to his/her behavior. As per Miniard and Cohen's (1983) saying, "to the extent that consumers' behavior is influenced by concerns over what others might think of them or how others might act towards them functions as a product choice and usage, the identification and separation of normative from personal reasons for preferring a product would appear to be quite useful" (Bearden and Rose, 1990).