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| Author: | Mitchell, V-W. (et al.) |
| Title: | Using neural networks to understand service risk in the holiday product |
| Journal: | Journal of Business Research
1999 : OCT, VOL. 46:2, p. 167-180 |
| Index terms: | Neural networks Service Risk Consumer behaviour Holidays Products United Kingdom Europe |
| Language: | eng |
| Abstract: | Holiday purchasing has received relatively little academic treatment in the service marketing literature. This study examines the usefulness of perceived risk theory to understand consumers' behaviour in one of the most common holiday experiences, the package holiday. 43 risky attributes and 15 risk reducers were identified and neural network analysis uncovered a relationship btw. risk and risk reduction which involved functional, financial and hotel dominated risks, while the relationship btw. risk and purchase intention was mediated by trust in the tour operator and anxiety. The paper explores the nature of the risk in the holiday product and discusses how perceived risk can be measured and used by travel marketers in further research. |
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