Consumer intentions to use a service category
Article publication date: 1 April 2000
Even though service marketers are interested in influencing customer choice at the service provider level (i.e. the service brand level), the decision to patronize a particular service firm seldom occurs until after the customer decides to use a service provider in the first place. Ultimately, this initial “make‐or‐buy” purchase decision – the decision to use a service category – restrains customer decisions at the service provider (brand) level. To enhance our understanding of customers’ service category decisions, a double cross‐validation approach was employed to investigate the applicability of a service category choice model which we adapted from Howard’s work on consumer decision making. Our model, which was tested with two different service categories, was supported.
Dorsch, M.J., Grove, S.J. and Darden, W.R. (2000), "Consumer intentions to use a service category", Journal of Services Marketing, Vol. 14 No. 2, pp. 92-117. https://doi.org/10.1108/08876040010309220
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