In public services as well as in private services, the clients are given by consumers or users of the respective service and constitute the fundamental element of the firm environmentn bor of the respective institution. Being a heterogenous variable, diversity gives them a special power on the activity level of the institution, thus the user can, through his decision of buying or not a service; train the institution into a vicious circle. In choosing goods or services, the consumer needs information which allows him to choose the ones offering him a maximum of satisfaction. But the consumer does not always hav e the necessary operational information to take the respective decision.

consumer, public services, buying behaviour, decision of buying.