“Consumer behavior in the service sector” is a fascinating and in-depth study that opens the world of consumer behavior in the context of services to the reader. The team of authors, who gathered their knowledge and experience, offers readers not only theoretical calculations, but also practical examples that make the material accessible and understandable. This book will be a real guide for anyone interested in marketing, service management and consumer behavior. From the first pages, the reader dives into the analysis of how and why consumers make decisions in the service sector. The book covers a wide range of topics, ranging from the psychological aspects of choice to the impact of social factors on consumer preferences. The authors examine how quality of service, customer satisfaction, and emotional factors influence consumer behavior. These topics are particularly relevant in today's world, where services are becoming an increasingly important part of our lives. Who can like this book? It will be of interest not only to students and teachers studying marketing and management, but also to practitioners in the field of service and business . If you work in the service industry, be it hotel business, restaurant service or consulting, you will find in this book a lot of useful ideas and strategies that will help you better understand your customers and improve the level of service. It will also be useful for entrepreneurs seeking to improve their business processes and increase customer loyalty. The topics raised in the book go beyond a simple analysis of consumer behavior. The authors discuss how digitalization and new technologies are changing approaches to providing services and interacting with customers. In a rapidly changing market, understanding these changes is becoming key to running a successful business. The book offers readers not only theoretical knowledge, but also practical recommendations that can be applied in real life. The style of the authors is distinguished by clarity and accessibility, which makes the material easy to perceive. They use many examples from real practice, which allows the reader to better digest the information and see how theoretical concepts work in practice. This makes the book not only useful, but also fascinating to read. If you’re looking for literature that will help you better understand how service markets work, and how you can improve customer engagement, “Service Consumer Behavior” will be an excellent choice. This book can be your reliable assistant in the study of consumer behavior and help you adapt your strategies to modern realities. In addition to this, the book may be of interest to those who study related fields such as psychology, sociology, and economics. It opens new horizons for understanding how people make decisions and how their behavior can be predictable under certain conditions. Do not miss the opportunity to get acquainted with this work, which will become not only a source of knowledge, but also an inspiration for new ideas and approaches in your professional activities. “Consumer behavior in the service sector” is not just a book, it is the key to understanding the dynamic world of services that surrounds us every day.