Strategies for Reducing Perceptions of Quality Risk in Services

Explores the extent to which consumers perceive various services as quality‐risk purchases. Describes a panel study which indicated that problem is felt by most types of services and therefore should be considered by service managers. Discusses possible strategies for reducing this perception.

[1]  R. Goldsmith,et al.  Prepurchase Information‐Seeking for Professional Services , 1989 .

[2]  A. Parasuraman,et al.  Communication and Control Processes in the Delivery of Service Quality , 1988, Journal of Marketing.

[3]  Kenneth L. Bernhardt,et al.  Comments on Christian Grönroos' Strategic management and marketing in the service sector , 1984 .

[4]  Wolfgang Müller Gaining competitive advantage through customer satisfaction , 1991 .

[5]  Cynthia M. Webster Can Consumers be Segmented on the Basis of their Service Quality Expectations , 1989 .

[6]  A. D. Bitta,et al.  Consumer Behavior: Concepts and Applications , 1979 .

[7]  C. Bell The service edge: 101 companies that profit from customer care, by Ron Zemke with Dick Schaaf. (1989). New York: New American Library. 584 pp., $19.95, cloth , 1990 .

[8]  V. Zeithaml How Consumer Evaluation Processes Differ between Goods and Services , 1981 .

[9]  W. A. Sherden,et al.  Gaining the service quality advantage. , 1988, The Journal of business strategy.

[10]  J. W. Taylor,et al.  THE EFFECTS OF SOCIAL CLASS AND PERCEIVED RISK ON CONSUMER INFORMATION SEARCH , 1987 .

[11]  R B Chase,et al.  Where does the customer fit in a service operation? , 1978, Harvard business review.

[12]  J. Jacoby,et al.  The Components of Perceived Risk , 1972 .

[13]  R. Normann,et al.  Service management: Strategy and leadership in service businesses , 1984 .

[14]  A. Parasuraman,et al.  SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. , 1988 .

[15]  Valarie A. Zeithaml,et al.  The service-quality puzzle , 1988 .

[16]  J. Bettman Perceived Risk and Its Components: A Model and Empirical Test , 1973 .