The book “Consumer Behavior in Services”, created by the team of authors, is a deep and multifaceted study that immerses the reader in the world of consumer behavior in the context of services. This edition will be especially useful for students, teachers, marketers and anyone interested in economics and sociology, as well as for professionals working in the service and sales sectors. In today's world, where services are increasingly important in the economy, understanding how consumers make decisions is becoming key to successful business. The book offers readers a unique perspective on various aspects of consumer behavior, including factors influencing service choices, emotional and social aspects, and the impact of marketing and branding on consumer perceptions. The authors analyze how various elements, such as the quality of service, the reputation of the company and even cultural features, shape customer preferences. Who can like this edition? First of all, it will be interesting for students and graduate students studying marketing, management and sociology . Service professionals, such as those in the hospitality, restaurant, healthcare, and other service industries, will find a wealth of useful insights in the book that will help them better understand their customers and tailor their offerings to their needs. In addition, the book will be useful to anyone who is interested in the psychology of consumption and wants to understand more about how and why people make a choice in favor of certain services. The topics raised in the book cover a wide range of topics, ranging from consumer behavior theory to practical recommendations for improving the quality of service. The authors consider how modern technologies, such as social networks and mobile applications, are changing approaches to customer interaction, as well as how important it is to take into account individual preferences and expectations of consumers. The book also addresses issues of ethics in business and social responsibility, which makes it especially relevant in the face of modern challenges. The style of the authors is characterized by accessibility and clarity, which allows even complex concepts to be explained in simple and understandable language. This makes the book not only a scientific work, but also a practical tool that can be easily used in everyday practice. The team of authors includes experts from various fields, which gives the book versatility and diversity of points of view. If you are interested in such works as Kotler’s Marketing of Services or Levitt’s Consumer Psychology, then Consumer Behavior in Services will be an excellent addition to your library. The book will not only expand your knowledge of consumer behavior, but also help you better understand how to effectively interact with customers to meet their needs and expectations. Thus, “Consumer behavior in the service sector” is not just a book, but a real guide to the world of consumer behavior, which will help you become more successful in your professional activities. Do not miss the opportunity to immerse yourself in a fascinating and informative world, where every consumer choice matters, and understanding its motivation opens up new horizons for business.