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States that marketers require a better understanding of the consumer decision‐making process for selecting services, particularly of the prepurchase information search for professional services which are often selected just after relocation to a new geographical area. Examines the findings of research on this topic, which looked at questionnaires returned by a sample of two hundred new residents about their use of information sources in choosing a professional service. Discusses the managerial implications for marketers of the results of the study, which confirmed the importance of personal sources of information in the search process and showed that most residents were happy with their choices.
Freiden et al. (Sun,) studied this question.