haku: @author Murray, K. B. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Murray, K. B. |
| Otsikko: | A test of services marketing theory : consumer information acquisition activities. |
| Lehti: | Journal of Marketing
1991 : JAN, VOL. 55:1, p. 10-25 |
| Asiasana: | SERVICE MARKETING CONSUMER INFORMATION TEST MARKETING RISK CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | The marketing literature on perceived risk and information acquisition is reviewed. A theoretical, empirical, and managerial perspective on consumer preferences for information in the consumption decision process involving services is presented. Six hypotheses are offered on information sources and consumer behaviour related to services in comparison with goods. The information needs of service are examined in an experimental context. The effects of varying levels of perceived service attributes on consumer information acquisition behaviour are assessed and presented, research and managerial implications are offered. Predicted risk-reducing behaviour is supported. |
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