Modelling of human behaviour as a tool of enhancement the consumer focus of service providers

The paper focuses on the universal method for the rationality assessment of purchasing decisions for various target audiences. The proposed method is based on the cardinal approach to the utility theory and on a sociological study of the material benefits. The market behavior of consumers of the service sector enterprises is under the consideration in the proposed rationality assessment model. The paper aims to show how to apply the proposed model to improve management decisions of the service sector enterprises. It is concluded that this method will improve the competitiveness of enterprises in the service sector due to the effective management of the company marketing strategy. A number of stages of the proposed concept implementation are identified for the enterprise management system. Simplicity, universality and efficiency are the key advantages of the proposed method which is based on the rationality assessment model. © 2019, Institute of Advanced Scientific Research, Inc. All rights reserved.