The book “Consumer Behavior in Services”, created by the team of authors, is a fascinating and in-depth study that immerses the reader in the world of consumer behavior in the context of services. This work will become an indispensable assistant for students, teachers, marketers and anyone who is interested in how and why people make decisions when choosing services, whether it is hotels, restaurants, medical institutions or any other areas. The book focuses on the analysis of factors affecting consumer behavior. The authors examine how emotional, social, and cultural aspects shape customer preferences and choices. Readers will be able to learn about how important is not only the price and quality of service, but also brand perception, level of service, as well as personal experience of interaction with the company. This book offers many real-life examples, making theoretical concepts more understandable and accessible. Who can like this work? First of all, it will be useful for students studying marketing, management and sociology . The book will also be of interest to practitioners in the field of services, such as marketing managers, business owners and consultants seeking to better understand their customers and improve the quality of services provided. Even ordinary consumers who want to understand their own preferences and motives will find a lot of interesting things in this book. The topics raised in the book are diverse and relevant. The authors investigate the impact of digitalization on consumer behavior, consider how social networks and online reviews shape the image of companies and influence customer choice. They also emphasize the importance of personalizing services and creating a unique customer experience. In an ever-changing market, understanding these aspects becomes critical to running a successful business. The style of the authors is distinguished by scientific rigor, but at the same time accessibility and ease of presentation. They skillfully combine theory with practical examples, which makes reading not only useful, but also fascinating. The book “Consumer Behavior in the Service Sector” can be a great addition to the library of anyone who is interested in modern trends in marketing and management. If you are looking for literature that will help you to better understand how consumer choice mechanisms work, and how you can use this knowledge to improve your business, then this work will be a real find for you. It will not only expand your horizons, but also give practical tools for real-life application. In addition to Consumer Behavior in Services, you may want to look at other books, such as Kotler and Keller's Marketing of Services or Daniel Kahneman's Consumer Psychology. These works will also help you better understand the complex mechanisms that drive consumer behavior. Do not miss the opportunity to immerse yourself in the world of consumer behavior and open up new horizons in the service sector The book “Consumer Behavior in the Service Sector” is waiting for you, ready to share your knowledge and insights