A cross‐sectional test of the effect and conceptualization of service value
- 1 December 1997
- journal article
- research article
- Published by Emerald in Journal of Services Marketing
- Vol. 11 (6), 375-391
- https://doi.org/10.1108/08876049710187482
Abstract
Focusses attention on service value as a construct which may help explain consumer decision making; however, to date this attention has been largely conceptual. Finds from the results of two empirical studies that models of consumer decision‐making which include service value explain significantly more variance in purchase intentions than models which include only service quality or cost factors, and the means by which consumers form service value perceptions is best depicted as a cognitive addition process.Keywords
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