Considers the need for research on cues used by consumers in service assessment and selection. Reports on a pilot study using conjoint analysis to examine the trade‐off nature of cues in a restaurant setting. Reveals that price played a less important role in influencing service expectations and selection than more personal sources of information. Notes the effects of low price on service quality expectations. Recommends that practitioners conduct a study among their own market segments and offers advice on developing a list of relevant cues.
Sweeney, J.C., Johnson, L.W. and Armstrong, R.W. (1992), "The Effect of Cues on Service Quality Expectations and Service Selection in a Restaurant Setting", Journal of Services Marketing, Vol. 6 No. 4, pp. 15-22. https://doi.org/10.1108/08876049210037122
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