The aim is to enable students to understand the individual, psychological, social, and cultural factors that influence consumer behavior, to analyze the consumer purchasing decision process, to adopt a customer-centric service approach, and to acquire the knowledge and skills to effectively evaluate customer satisfaction and customer relationship management practices.

This course covers fundamental concepts related to consumption and consumers, characteristics of consumer behavior, consumer behavior models, individual, psychological, social, and cultural factors influencing consumer behavior, the consumer purchasing decision process, and consumer decision-making styles. It also examines customer relationship management, creating customer value, measuring customer satisfaction, and effectively managing customer complaints. The course aims to develop students' skills in analyzing consumer behavior, accurately assessing customer expectations, providing customer-centric service, and planning practices to increase customer satisfaction in businesses.