The book "Consumer Behavior in Services", written by a 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 work will be of interest to both marketing and management professionals and students studying these disciplines. In today’s world, where services are becoming an increasingly important part of the economy, understanding how and why consumers make decisions is becoming key to a successful business. The authors of the book offer the reader a unique perspective on various aspects of consumer behavior, including psychological, social and cultural factors that influence the choice of services. They explore how consumers perceive quality, value, and satisfaction from services, as well as how these perceptions shape their loyalty and preferences. The book covers a variety of topics, ranging from the theoretical foundations of consumer behavior to practical recommendations for business. The authors analyze how different segments of consumers respond to marketing strategies, and offer tools for a deeper understanding of their needs. This makes the book especially useful for those who work in the service, marketing and sales sectors, as well as for researchers seeking to expand their knowledge of consumer trends. Readers interested in the topics of psychology, sociology and economics, the book will offer many interesting ideas and concepts. It will be an excellent resource for students studying marketing, management and consumer behavior, as well as for practitioners seeking to improve their skills in customer service. The book will be useful for both beginners and experienced professionals, as it combines theory and practice, which allows the reader to apply the knowledge gained 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 helps the reader to better understand theoretical concepts. The book also includes research and statistical data, which adds to its scientific validity and relevance. If you are looking for literature that will help you understand the intricacies of consumer behavior in the service sector, “Consumer behavior in the service sector” will be a real find for you. This book will not only expand your knowledge, but also inspire new ideas and approaches in your professional activities. In addition, the work of the team of authors can be compared with other well-known works in the field of marketing and consumer behavior, such as “Consumer Psychology” by Martin Lindstrom and “Service Marketing” by Christopher Lovell. These books also explore consumer behavior, but from different angles, which allows you to create a more complete understanding of the topic. Thus, “Consumer behavior in the service sector” is not just a book, but a whole world of knowledge that will help you better understand your customers and adapt your services to their needs. Do not miss the opportunity to immerse yourself in this fascinating and useful literature, which will become an indispensable assistant in your professional practice.