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Influences Upon Consumer Expectations of Services

Cynthia Webster (Currently associate professor of marketing at Mississippi State University)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 January 1991



Provides insight into the concept of quality in the service market by investigating possible influences on consumer expectations of quality and how these expectations may be better met. Reports on a study examining the effects of certain stimuli on expectations regarding different types of service. Discovers that significant differences were found regarding the nature of the expectations as the stimuli werevaried, differences which remained after involvement and the removal of personal need effects. Offers recommendations to service providers and includes an explanation of the methodology used in the study.



Webster, C. (1991), "Influences Upon Consumer Expectations of Services", Journal of Services Marketing, Vol. 5 No. 1, pp. 5-17.




Copyright © 1991, MCB UP Limited

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